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Marketing plan handbook : develop big picture marketing plans for pennies on the dollar

Author: Robert W Bly
Publisher: [Irvine, CA] : Entrepreneur Media, ©2009.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
Entrepreneurs learn how to zero in on their marketing goals, choose the best marketing tactics, integrate timeless and up-and-coming techniques, create a success measuring system, and more.
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Document Type: Book
All Authors / Contributors: Robert W Bly
ISBN: 9781599183626 1599183625
OCLC Number: 609872260
Description: xvii, 334 pages : illustrations ; 23 cm
Contents: Preface --
1: Harness The Power Of Vision --
Design your business to deliver the lifestyle you seek --
Sidebar: Write conversational copy for the best marketing results --
Go confidently in the direction of your dreams --
Begin with the end in mind --
Paint a picture of the possible --
Action: Write your vision statement --
Sidebar: Crafting your unique selling proposition (USP) --
Let your vision protect you from making bad decisions --
2: Decide What Business You're In --
Sidebar: Crafting your elevator pitch --
Creating a business to fulfill your vision --
What is a niche? --
Sidebar: Micro-niche your way to success --
Why is this a good niche for us? --
Action: Describe your niche --
Sidebar: Are you too old to start a business? --
3: Get To Know Everything About Your Ideal Customer --
Qualifying prospects --
Create a customer database --
Know your customers' "core buying complex" --
What do I want to know about my ideal client? --
Sidebar: What the apprentice can teach you about knowing your customers --
Don't ignore government markets --
Sidebar: 12 government market facts at a glance --
Nonprofit marketing --
Know the lifetime value of your ideal client --
Know why your client buys --
Know what benefits mean the most to your client --
Sidebar: Marketing to GOM (grumpy old men) --
Know the steps in your clients' buying process --
Sidebar: Five steps to the perfect guarantee --
Know where your clients go to look for information --
Know what you can learn from your current clients --
Where should I look for information? --
Action: Describe your ideal client --
4: Who Is the Competition? --
Sidebar: What they say about you online --
Who is your top competitor? --
Look for the gaps in service to your niche --
How do I learn more about my competition? --
Sidebar: Trade shows in your marketing mix --
Action: Write your description of the competition --
Sidebar: Competition for the information marketer --
5: Strategize: Position Your Business --
Bull's eye: position your business --
How to build a stronger USP --
Offer proof for your positioning statement and USP --
Sidebar: Testimonials: the quickest and most powerful way to support your USP --
Describe what you want to accomplish this year --
Your business at a glance: the capabilities brochure --
Sidebar: Don't forget the yellow pages --
Action: Write your goals for your business for the next year 6: Build Out Your Product Line --
Cost of customer acquisition vs LCV --
Creating new products --
Features and benefits --
Turn product flaws into selling points --
Buying motivations: the FCB grid --
Pricing --
Selling high-priced products --
Sidebar: Pricing strategies for selling services --
Sidebar: Sell a lifestyle, not a product --
7: Assess Your Tactics --
Determine the response you want from your target --
Decide what message will stimulate this behavior --
Decide which marketing tactics will best support your strategy --
Tactics that reach your target market --
Inbound vs outbound marketing tactics --
Busy doctor syndrome --
Silver rule of marketing --
Choose the best three to five tactics to begin --
Sidebar: Keyword due diligence --
Marketing in larger companies --
Action: Identify the tactics you'll use --
Sidebar: Selling to the "starving crowd" --
8: Integrate Online And Offline Marketing --
E-mail marketing --
Sidebar: Five ways to get your website ranked higher on Google --
Writing and publishing a free E-newsletter --
SEO your website --
Sidebar: Add a "recommended vendors" page to your site --
Sidebar: How I find a fresh E-zine content for 50 cents per article --
Increase e-mail address capture --
Blogging --
Social media --
Sidebar: Getting started on the right foot at twitter --
9: Put Your Measurements In Place --
What metrics should you measure? --
Calculating marketing RDI --
Calculating and measuring ROTI --
Sidebar: Doubling hour and doubling day --
Measuring Web metrics --
Marketing performance reporting --
Create the tracking system --
Determine how often to review the data --
Action: Write what and how you'll measure --
Sidebar: Predicting the probable success or failure of a new product or marketing idea --
10: Write Your Plan --
Write it down to get it done --
Sidebar: Use a swipe file to write promotions better and faster --
Create a one-year plan --
Budget --
Plot major campaigns first --
Break it down --
Action: Write your plan --
Sidebar: 10 ways to stretch your marketing budget --
11: Work It! --
Implementation --
What stage is your business in? --
Copy: the foundation of implementation --
Write the way prospects talk --
Writing great headlines --
More copy tips --
Make liberal use of free offers --
Sidebar: Promote yourself by writing articles --
Schedule your action steps for the next 30 days --
Follow these keys to success --
12: Review And Troubleshoot Your Plan --
Sidebar: How good a marketer are you? --
What you should review --
Sales tactic for overcoming price resistance --
Good, better, best --
Sidebar: Psychology of pricing --
Testing your marketing campaigns --
What price pulls best? --
How to troubleshoot your plan --
What to do when it's not working --
Non-marketing causes of marketing plan failures --
Honor your refund policy pleasantly --
Sidebar: Don't waste your customer's time --
Appendices --
A: Glossary --
B: Forms & worksheets --
C: Model marketing plan --
D: Marketing consultants --
E: Sources & resources --
Index.
Responsibility: Robert W. Bly.

Abstract:

Successful marketing consultant Robert W. Bly cuts through the clutter of short-lived marketing techniques and trendy gimmicks and reveals the12 critical steps necessary to build a practical  Read more...

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