The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd (Lean Marketing Series)

#2 Large Companies Have a VERY Different Budget

Think of your marketing plan as the architect’s blueprint for getting and retaining customers.

It’s not that the small businesses aren’t good at “branding” or mass media ads. It’s that they simply don’t have the budget to run their ads in sufficient volume to make them effective.

Here’s the simplest, most jargon-free definition of marketing you’re ever likely to come across: If the circus is coming to town and you paint a sign saying “Circus Coming to the Showground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s

just like a real-life social gathering, social media is a great place to create and extend relationships that can later turn into something commercial, if there’s a good fit. One of the most valuable things I see in social media is being able to gauge customer emotions toward your business and engage with vocal customers who offer either praise or

how do you measure the success of a marketing campaign? For the impatient, here’s the short answer: did the marketing campaign make you more money than it cost you? Another way of putting it is, what was the return on investment on the marketing campaign?

The answer is to develop a unique selling proposition. Something that positions you differently, so that prospects are forced to make an apples-to-oranges comparison when comparing you with your competitor. If they can do an apples-to-apples comparison of you and your competitors, then it comes down to price, and you’re toast. There’s always someon

Of all the products and services you offer, which do you have the most confidence in delivering? For example, if you only got paid if the client achieved their desired result, what product or service would you offer? Phrasing it another way, what problem are you sure that you could solve for a member of your target market?

Understanding the difference between strategy and tactics is absolutely key to marketing success.