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About this lesson
Discover how to put together an effective marketing plan that is fast, simple and proven to work.
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Quick reference
The Overview
Discover how to put together an effective marketing plan that is fast, simple and proven to work.
When to use
You need to have a marketing plan before you can start marketing campaigns. Create a clear, concise marketing plan that outlines challenges and benefits in a way that directly addresses your ideal client’s needs.
Instructions
- Choose 3 best benefits of your product or service. At the most, choose 5.
- If you have too many benefits, people are not going to remember them all, and just take an average of the benefits.
- Choose 3 solutions to the challenges customers are facing that you identified earlier.
- Specify characteristics of your ideal client (who, where, why) – articulate into a sentence who your client is.
- Pick 3 ideal client beliefs – what do they already believe, what could they believe if you gave them more information?
- If you have a revolutionary product or your bold statement is contrary to what people generally believe, you need influence and change their current beliefs by providing them with new information
- Pick 3 ideal client challenges to address, both spoken and unspoken. What are they currently facing, what will they face in the future?
- 00:04 In this video, we're gonna talk about step three, create a marketing plan.
- 00:10 This is huge, you can't start your marketing campaigns
- 00:14 unless you have that foundation of a marketing plan.
- 00:17 Now you've got the information you need to go to this next step.
- 00:20 So, here's the overview, okay?
- 00:23 Marketing plans don't need to be some 200 page document, right?
- 00:28 You could do it even in one page, but we wanna take all that clarity and
- 00:32 start getting this so that we can draft our message, okay?
- 00:35 So the first thing is remember when we talked about getting benefits.
- 00:39 What are the benefits that your product or service or
- 00:42 your company or you personally offers for your clients?
- 00:46 Okay, you wanna make sure you have three.
- 00:49 Pick your top three, if you've got a whole lot of benefits,
- 00:52 maybe five, right, three to five.
- 00:55 You wanna chunk it down, why?
- 00:57 Because if you start going too crazy with benefits, people are just,
- 01:00 you're gonna lose people, right?
- 01:02 And what their brain does is after three it goes one, two, three, many, and
- 01:07 if it's many, it's just gonna take an average of all those benefits, okay?
- 01:12 So the key is three, three rock solid benefits that you can back up, that you
- 01:17 can start using in your bold statements, okay, in your bold promises, okay?
- 01:22 Next, your product,
- 01:24 you want three solutions to those challenges we talked about, okay?
- 01:30 So what are the solutions?
- 01:31 What are the three things that just, boom, that you've got,
- 01:35 that those challenges that you guys handle, okay?
- 01:38 Next we want to know who your ideal client is.
- 01:41 So we wanna take all those characteristics we talked about, right?
- 01:45 Who are they?
- 01:46 Where are they?
- 01:47 Why are they?
- 01:48 Okay we wanna take that information and we wanna articulate it into a sentence.
- 01:53 So for example, for pure customer service my customer service training company.
- 01:57 What we say is, hey we offer customer service training for
- 02:01 business owners and individuals so that they can grow their businesses,
- 02:05 increase revenues and create raving fan clients.
- 02:09 Boom, if that's them, they know who I'm speaking to.
- 02:12 If that's what they want, boom, I'm speaking to the right person, okay?
- 02:16 Excellent, next, your ideal client.
- 02:19 What are three beliefs that they have, right?
- 02:21 What do they already believe?
- 02:23 What could they believe, with more information?
- 02:26 Now this one's great, this one has to do with influence, right.
- 02:30 So when you start with what they already believe,
- 02:32 now you're building that rapport with them, right.
- 02:35 They're like, wow, it's like they're reading my mind,
- 02:37 I already believe X, Y, or Z.
- 02:39 I'll give you an example, the other day I had my family and
- 02:42 we were walking through this museum area, and as we're out front of the museums,
- 02:47 there was a booth that was set up, okay?
- 02:50 And it was one of those marine mammal parks, right.
- 02:53 And so it kinda got my attention, you know.
- 02:55 There's the picture of the whale, and there's picture of the trainer, and
- 02:58 then as I got closer, I'm looking at this poster, and
- 03:01 it looks like just the normal training picture, it's got this Orca whale, right.
- 03:06 And it shows him straight on, and it's got the back legs of the trainer so
- 03:10 you kinda know what's going on there.
- 03:12 But as you get close, you see the whale is missing this part of his flesh, right.
- 03:17 And it's a very graphic picture, but
- 03:19 you don't really register it, until you get close.
- 03:22 And then I looked up, and I saw It was for PETA, okay?
- 03:27 And this is an organization that helps animals and animal rights.
- 03:32 So it was their activists and
- 03:35 what they had was they had a booth set up to influence you, to think like,
- 03:40 wow, maybe these marine mammal parks, they should have these whales in a sanctuary.
- 03:46 Right, somewhere, okay?
- 03:47 And I kinda knew this controversy was going on, but
- 03:49 I didn't have any answers to it.
- 03:51 But when they explained it and said, hey, we just wanna take these animals,
- 03:54 put them into a natural environment, a natural habitat, right?
- 03:58 And it's a sanctuary because you can't rerelease
- 04:01 animals that were brought up in captivity back into the wild, right?
- 04:05 Because they wouldn't make it.
- 04:07 But they could put them in a sanctuary.
- 04:09 And so that got my brain thinking.
- 04:10 I was like, wow, that actually make sense, that's an example of somebody
- 04:15 who's taking hey, what you could believe with more information.
- 04:20 Okay, does that make sense?
- 04:21 Okay, good, so what if you have a revolutionary product.
- 04:27 That's what you're gonna have to do, because people are thinking a certain way.
- 04:30 If you have a contrarian, if you're bold statement is contrary to what
- 04:35 everybody believes, you have to change and
- 04:38 influence what they believe to what they could believe with more information.
- 04:44 Okay, does that make sense?
- 04:45 Okay, good, you got this.
- 04:47 So next, your ideal client.
- 04:48 Remember those three challenges.
- 04:50 What are the three challenges specifically that your ideal client has,
- 04:55 those unspoken and those spoken challenges?
- 04:58 Okay, what are they already facing?
- 05:01 What do they face in the future?
- 05:04 This is a big one.
- 05:05 Because companies that last are companies that can innovate.
- 05:09 Because what worked before isn't necessarily gonna work in the future.
- 05:14 So when you start looking at your idea of clients.
- 05:16 Okay, well these are the challenges they're facing now.
- 05:18 And our product or service is going to help them overcome these challenges,
- 05:22 now look a little bit further, right?
- 05:24 Because you're the expert in your industry.
- 05:26 What's coming?
- 05:28 What challenges are they gonna face in the future?
- 05:30 You may wanna put that into your marketing, as well, okay?
- 05:34 Educating, educating, educating, okay, good, so this is a long video.
- 05:38 So let's go back and recap.
- 05:40 This is the overview.
- 05:41 This is creating a marketing plan.
- 05:43 This is step three.
- 05:45 The first thing, you need your product.
- 05:47 What are the three benefits that your product or
- 05:49 service are going to provide for your clients?
- 05:52 And number two, what are the three solutions,
- 05:55 what are the three solutions to those challenges that your ideal client has?
- 06:00 Okay, so next, who is your ideal client?
- 06:03 Who are you talking to?
- 06:05 What do they believe, right?
- 06:06 So when you put that into your marketing, you want it to be very clear who you're
- 06:09 going to serve and who you're going to help.
- 06:11 And next your ideal client, what are three beliefs that they already have or
- 06:16 what could they believe with more information or through influence.
- 06:20 And finally your ideal client,
- 06:22 what are those three specific challenges that they're facing right now, and
- 06:26 maybe a challenge that they're going to face in the future, okay.
- 06:30 Get that all down into your marketing plan,
- 06:32 and we're gonna move on to the next step.
- 06:34 I'll see you in the next video.
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