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The
Marketing Plan
Workbook
V 3.0
July 1, 2010
Robert Middleton
Action Plan Marketing
Materials and forms in this workbook are for your use only.
If you wish to use them for client work, written permission
is required from Action Plan Marketing.
Purpose
The purpose of this Marketing Plan Workbook is to give you a simple
outline for developing a marketing plan that attracts more clients. A
workbook like this can’t give you all the answers, but it’s a good start. This
workbook provides the structure. You create and implement your own plan.
You’ll learn about and fill in the exercises on the following page
until you have a Marketing Plan for your business.
I recommend you don’t skip any of the steps. Each of the steps is essential
to developing a Marketing Plan that works.
Marketing Ball starts in the “Locker Room.” This is where you develop
your Core Marketing Message that lets your prospect know who you work
with, what issues and challenges you address, and the solutions and
outcomes you deliver. We will cover your marketing message in step 4.
Once you’re on First Base, you want to get to Second Base. You
know you’re on Second Base when the prospect is willing to explore working
with you. This usually takes the form of a meeting of some kind. And the way
you get onto Second Base is by developing Familiarity and providing the right
Marketing Information.
From Third Base, your aim is to get back to Home Plate and score
a run (a new client). This step is a matter of agreeing to terms, signing a
proposal or contract and getting your first payment. Sometimes this takes a
long time and a lot of work. Often it happens immediately after you get to
Third (depending on many factors such as the size of the contract, the kind
of service you offer, etc.).
When you play Marketing Ball, you know exactly where every
prospect is and what you need to do to move them to the next base. In
this workbook we cover the marketing steps to get to second base.
Strangers
Which prospects don’t know you or have any current affiliation with
you who could potentially be future clients? What can you do to create
affiliations with them?
Affiliation
Which prospects do you currently have some affiliation with but who
are not currently familiar with you? What can you do to become
familiar to and with these prospects?
Familiarity
Which prospects are currently familiar with you, but do not have a lot
of information about your services? What can you do to provide
information to these prospects?
Information
Which prospects have information about your services but do not have
a real experience of what you can do for your clients? What can you do
to provide an experience for these prospects?
Experience
Which prospects have had an experience of you (and what you can do
for your clients) but have not yet had a sales conversation with you?
What can you do to initiate these sales conversations?
Prospects or
groups who are
strangers and you
want to create an
affiliation with.
Prospects or
groups who you
have an affiliation
with but need to
become more
familiar with you.
Prospects or
groups who are
familiar with you
but need infor-
mation about your
services.
Prospects or
groups who have
information about
your services but
need an experience
of your services.
Prospects who
have an experience
of your services
but need to set up
an appointment
with you.
How many of these are true for you? Go to the next page to articulate
your most prominent Marketing Mindset.
Many mindsets are useful: They give us a common reference point and
structure that enables us to do the work we do.
Many mindsets are limiting. They define the box we work from and
which we cannot work outside of, limiting our possibilities.
Is it Really True?
The big question to ask about all these Mindsets, beliefs and
thoughts are the following: Are they really true? Or are they just ideas
you’ve bought into and taken on as an inflexible marketing mindset? What if
they weren’t true but you were operating as if they were? Wouldn’t that be
operating as if there was a big snake on the floor of your office, when it was
really only a coil of thick rope?
The way to change your marketing mindset is to first tell the truth about
your current mindset. The following four questions and turnaround,
developed by Byron Katie (www.thework.com) are the most effective way to
do this, in my experience.
That’s it. Now you are looking at your original thought in a whole
new way. You will find you are less attached or identified with this thought and
have new options. This thought lessens it’s grip. The thought is no longer
“thinking you.” You have the choice of what thought would serve you better to
achieve your goal. Now do this exercise for yourself. Don’t skip it!
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Feelings
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Plans
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Actions
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5. Benefits – What’s everything clients get when they work with you?
Problem/Issues/Challenges
Why do your ideal clients need this service? What’s not working or
could work better? What’s missing? What’s broken? What’s frustrating
or what are they struggling with?
Ultimate Outcome
What actual results will your clients be left with when they use your
service? What ultimate result will make them happy? Ask, “If they got
that result, would that be enough?”
Now, let’s go into more detail about your Core Marketing Message on the
next page. You’ll develop the main components of this message.
Target Market/
Ideal Client
(Demographics +
Psychographics)
Problem/Issue/
Challenge
Solution/
Outcome
Success Story
Marketing Message
The “Audio Logo” ®
What do you say when someone asks you what you do? This is a
great opportunity to use Your Core Marketing Message, utilizing Marketing
Syntax. The combination of Target - Problem - Outcome - Story will typically
get more attention and interest than talking about your process, benefits and
features.
Tell me more
Who _________________________________________________________
Tell me more
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Problem-Oriented Headline
Key Issue or Challenge Facing Prospect
Solution-Oriented Sub-Head
Outcome they would prefer to have
Call to Action
A statement of who you are, what you do, how you can help, and an
invitation to the prospect to take the next step (offer).
Headline ____________________________________________________
Subhead ____________________________________________________
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2. Questions – What will you ask the prospect to know if they are
qualified to be a client and purchase your services? The more you know
about the prospect, the better you can determine if they are indeed an
ideal client for you. You won’t learn this if you are dong all the talking.
5. Follow-up – A call to explore what the next steps might be, including
setting an appointment for a selling conversation. Making follow-up calls is
one of the biggest fears of Independent Professionals. We don’t follow-up
because we assume if they were interested they would follow up and we’re
worried that if we make the follow-up we’ll be seen as pushy and may be
rejected. The truth is, this is usually not the case. You are not selling yet,
just exploring the possibilities with this next step.
Now on the following pages create your own marketing conversation. Write
this out as if you were speaking directly to a prospect for your services.
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4. Who else has used this product or service and what were their results?
Case Studies Page. Includes several case studies or stories of successful
clients projects or engagements.
5. How exactly do your services work? What’s the process and structure?
Services Page. Explains in detail how your services work. What will
your services do for the client and how are they structured.
6. Are you credible? Do you have the experience to help me?
About Us Page. Tell about your background and experience and why you
are qualified to do what you do.
7. What do I have to do next to get and use your services?
Contact Us Page. Explain the steps a client will take in working with you
and what will happen first when they contact you.
8. What information can I get right now from you?
Free Stuff Page. Give away a free article or report and capture their
name and email by signing them up for your eZine
10. Direct Outreach (Setting appts., letters or email, follow up calls): get
attention of affiliates, maintain familiarity, deliver information, give an
experience
Each Marketing strategy includes all the previous five steps: The
process of Marketing Ball, Marketing Mindset, Marketing Syntax, Core
Marketing Message, and Marketing Currency. Finally, each Marketing strategy
requires a Marketing Action Plan (Step 7).
Choosing your strategies: The chart on the following page outlines all the
strategies you might employ in attracting clients. They are categorized under
the various stages of the Marketing Ball diagram.
Plot out your own Marketing Strategies. On the page that follow is a
chart that outlines the major marketing strategies. Then use the blank form
and pick one single marketing strategy and list the various activities of that
strategy in each stage of the Marketing Ball game. For other marketing
strategies, simply duplicate this form.
Strangers to
Affiliation
Affiliation to
Attention and
Familiarity
Familiarity to
Information
Information to
Experience
Experience to
Selling
Conversation
Strangers to
Affiliation
Affiliation to
Attention and
Familiarity
Familiarity to
Information
Information to
Experience
Experience to
Selling
Conversation
Strangers to
Affiliation
Affiliation to
Attention and
Familiarity
Familiarity to
Information
Information to
Experience
Experience to
Selling
Conversation
1. Service or Program
you’ll be offering.
4. Marketing Strategy –
Marketing activity you’ll
employ
5. Primary Objective –
Main outcome you intend
to produce.
6. Intended results –
Additional desired
outcomes
7. Marketing Materials –
written materials to
convey your message
8. Resources – Ideas,
money, time and people
required for success.
Due
Date Action Item
Date
1. Service or Program
you’ll be offering.
4. Marketing Strategy –
Marketing activity you’ll
employ
5. Primary Objective –
Main outcome you intend
to produce.
6. Intended results –
Additional desired
outcomes
7. Marketing Materials –
written materials to
convey your message
8. Resources – Ideas,
money, time and people
required for success.
Due
Date Action Item
Date
1. Service or Program
you’ll be offering.
4. Marketing Strategy –
Marketing activity you’ll
employ
5. Primary Objective –
Main outcome you intend
to produce.
6. Intended results –
Additional desired
outcomes
7. Marketing Materials –
written materials to
convey your message
8. Resources – Ideas,
money, time and people
required for success.
Due
Date Action Item
Date
You want to get very clear on the following steps and get into
alignment with those on your team about each of them. As you start
to implement your plans, one of your objectives should be to “fail fast” so
that you can make corrections, fine tune and keep moving towards your
goals.
Goals
What are your top marketing goals for the next year? Which are the
most important? What will help you achieve your One Big Goal? What must
you focus on in order to make sure it’s accomplished?
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Accountability
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Timeline
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