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planning

Visit KnowThis.com's excellent tutorial on how to write a marketing plan. The approach taken by the folks at KnowThis is to show you how to develop a 6-Part plan that includes:

1) Purpose and Mission
2) Situational Analysis
3) Strategies and Objectives
4) Tactical Marketing Programs
5) Budgeting, Performance Analysis and Implementation
6) Additional Considerations

Find it here:
http://www.knowthis.com/tutorials/marketing/marketingplan1.htm

How Much Time DoYou Spend On Marketing?
A recent survey of corporate CEOs indicates that the amount of time they personally spend on marketing activities averages 17 out of 60 hours. That's more than 25% of their time spent planning, strategizing and selling.

But you're busy enough as it is, right? How can you find more time? Here are some simple ways to make more time for marketing:

1) Don't watch t.v. Monday through Thursday evenings. Spend that time developing lists, writing and producing sales letters, updating your Web site, writing notes and sending emails to clients and prospects. Just 2 hours a night adds up to over 450 hours. Almost 19 full days of marketing time.

2) Carry a "marketing projects folder" with you. Use the time you spend waiting for appointments, commuting via train or bus, and sitting in a traffic jam to work on parts of your marketing projects. A few minutes every day can add up to many productive hours per year.

3) Teach one evening class a week through your community college or continuing education programs. Students can turn into clients, or pass the word about your services to business folks they know.

4) Volunteer your professional services to civic, charity and business organizations. Good way to prospect and show others your expertise.

Radio Ads? Start with a Question
When creating radio ads, you must gain the listener's attention within the first 5 seconds. The best way? Ask a question. The answer should meet the needs of your target audience.

Go For the Overflow
A smart desktop publisher we know revitalized her business by adopting a "if you can't beat 'em, join 'em" attitude. She contacted her competition and let them know that she was available to help with overflow work that the larger firms didn't have time to handle. Result: 50% of her invoices are paid by her competitors. Very smart.

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