You've probably heard of Jay Conrad Levinson, the father of Guerrilla Marketing. Jay was also responsible for creating the Marlboro Man and taking Marlboro cigarettes from an unknown brand to the number one brand by a long margin in a very short time. Now I am not a fan of cigarettes, but I am a fan of using marketing strategies that work to grow your business.
Many years ago, I had the honor of personally sitting in Jay Conrad Levinson’s lounge room, and I’ve actually studied with this marketing guru. It was here that I came up with “that if it’s not written down, it’s not on this planet.”
So … I follow Jay Conrad Levinson and practice many of his Guerrilla Marketing strategies. I think you should also.
This week's stage activity is straight from Jay Conrad Levinson's playbook. Rather than pay a marketing strategist a large sum of money to build a marketing strategy for your business, you are going to do it in 10 minutes! It may not be as pretty, with all of the bells and whistles that cost you lots of money, but it will cover the 7 critical areas that you must address to have a comprehensive marketing plan for your business. Ready? Here we go!
This stage is a "Time Trial"! It is an activity to create a Marketing Plan on a Page for your business. This is a timed event. You will have 10 minutes for this time trial. No need for you to spend time in research. No need for you to talk with customers or prospective customers. Simply focus your efforts for 10 minutes on this week's activity - building a Marketing Plan on a Page.
To win this stage of the race, you need to set aside any other activity for the next 10 minutes. Get out a single sheet of paper and get ready to write. You've got to answer 7 questions in 10 minutes. This is not an essay exam. This is about being direct, specific and focused in your responses. I will ask each question a couple of different ways to help you get the right intent. You can start the clock now.
#1 - What is the PURPOSE of your Marketing? In other words, what do you want someone to do PHYSICALLY when they come to know who you are and what you do?
#2 - What is your COMPETITIVE ADVANTAGE? What sets you apart from your competition?
#3 - Who is your TARGET MARKET? Ideally, who would be an ideal customer for your products or services?
#4 - What MARKETING WEAPONS will you use? What strategies will you use to get people to know who you are and what you do?
#5 - What is your NICHE - your Unique Selling Proposition? Why is it people should buy from you?
#6 - What is your IDENTITY? What is the Personality of your business?
#7 - What is your BUDGET as a % of your gross sales? How much are you committing to invest on growing your business?
On your page, you should have the essence of a marketing strategy for your business. You may certainly have some details that need to be added, some specifics that would help make it even more clear and concise. But this should give you the template you can use to make your marketing decisions - and get results!
Have questions? I am sure you do. Ask them! If something doesn't make sense to you, drop me a quick e-mail with your question and I'll help you think it through.
Nicely done! Congratulations for focusing on what matters in your business.
Entrepreneurial Business School