Suppose you call your business Freedom Press and you intend to sell books about freelancing. Let your strategy start with the words: “The purpose of Freedom Press marketing is motivate people to order the book online or by mail so as to sell the maximum number of books at the lowest possible selling cost per book. This will be accomplished by positioning the books as being so valuable to freelancers that they are guaranteed to be worth more to the reader than their selling price. The target market will be people who are or plan to be engaged in freelance earning activities.” Next, the paragraph might say, “The marketing tools we plan to use include classified advertising in magazines, newspapers, and online, direct mail, sales at seminars, publicity in newspapers and on radio and television, direct sales calls to bookstores, mail-order display ads in magazines, weekly postings on online bulletin boards oriented to freelancers, E-mailings to known freelancers, and a Web site linked to many others that serve free¬lancers. The niche that Freedom Press occupies is a business that provides valuable information for freelancers. Our identity will be one of expertise, readability, and quick response to customer requests. Thirty percent of sales will be allocated to marketing.”
That’s a long paragraph. And it’s a simplistic paragraph. But it does the job. It’s for a product rather than a service, for an earning venture that entails hardly any contact with the public. This mail-order venture requires very little in the way of marketing, considering all the options. It works beautifully in real life; it has worked for me since 1974.
The plan starts with the purpose of the marketing—that is, it starts with the bottom line. Then it connects with the benefits that will beautify that bottom line and with those who will contribute to that line—the target audience. The marketing tools are then listed. Next comes the positioning statement, which explains what the product and company stand for—why the offering has value and why it should be purchased. The identity (not the image, which is phony compared with the honesty of an identity) comes next. The cost of the marketing wraps it up.
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