Marketing Plans Should be Short and Simple

A guerrilla marketing strategy is short because then, you will be forced to focus when you create the plan – and when you show it to your employees, fusion marketing partners, suppliers and other allies, it will not put them to sleep. A business plan may require support documents such as results of research, the overall competitive situation, financial projections, and other details. However, you shouldn’t include these details in the marketing plan itself. Guerrilla marketing plans are brief. A good road map lists the name or number of the highway wherever appropriate, not wherever possible. The marketing plan should be the essence of simplicity. The briefer your plan, the easier it will be to follow. Bolster it with as many support documents as you wish. But don’t include support information in the plan itself. Leave the details for other documents. When your employees read the plan, they should understand your goals immediately, because your strategy is clear and direct. One real truth is that people dislike admitting that they’re affected by marketing, so they’ll usually give the credit to a friend. Another real truth is that people do check with friends before patronizing a business, so it’s in your best interest to work like crazy developing word-of-mouth referrals. If you do everything right 24 hours a day, 365 days a year, you’ll get a lot of powerful word-of-mouth marketing. But guerrillas know a few ways to speed up that process. Once you’ve given your plan the proper focus, you can expand it in those areas pertinent to your business. As you do so, remember that your main purpose is to obtain maximum profits. Profits are very different from sales. Anyone can achieve sales but it takes a guerrilla to consistently turn honest profits. You’ll turn profits if you clearly list all your goals—including timing, budgets for all business-related plans, and projections. Without projections, you won’t have a measuring stick. Your expanded plan should first address your long-term vision, then your vision for the near future. A goal is a dream with a deadline.

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About the Author Jesse Byron

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