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We all know that tired cliche but it is true. I wrote a post for my personal blog, Laina Turner, Monday that was about New Year resolutions because even though it is August I desperately need to refocus and get back on track now that my kids are back in school and my summer is officially over. One of the aspects of my business I need to address is marketing. I came across this post and felt it might be relevant to you all.
Planning sucks. None of us like to do it and if you’ve had any corporate experience in the process, it’s no wonder. But planning is an absolute necessity if you want to be successful.
So how do we reconcile our need to succeed with our propensity for procrastination?
Simple: Re-frame how you look at planning.
We hate planning because we remember the endless meetings, hours of research that doesn’t seem to get you closer to an answer and documents the size of War and Peace. But it doesn’t have to be that way.
Developing a Marketing Plan is nothing more than setting goals and making a to-do list that will get you there. It’s really not much different than planning a party.
You’re basically creating a plan for inviting more people you love to give you money and then tell other people why they should give you their money too. Sounds like a party to me. How about you?
That’s why I’ve been working to develop really simple, one-page templates that can be used to develop marketing plans. I’d like to share two different ones with you. They’re designed to get you thinking and planning and making money, not writing lengthy documents.
(1) One-page marketing plan # 1 – The first marketing plan template is one that I’ve loosely adapted from learnings from the original marketing guru, Philip Kotler. (Even he doesn’t believe in hundred-page plans). It’s a simple single sheet of paper that outlines the basic marketing components or categories like your Mission/Objectives, Target Market, Offering, Pricing, Distribution, Communication — you know, those 4 Ps we love so much in marketing. But the good news is that that’s really all there is to it.
You can find something roughly along these lines in an old “Marketing Management” book that Kotler wrote over 20 years ago, but I think the principles are still valid.
You can use this format as a place to put your big thoughts so that you can focus on what the strategies are.
I am making the template available as a Word document — both a blank template and a mocked-up sample plan, which you can use as a guide for how to fill out the template.
Read the rest of the post here.