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Strategy is the heart of your marketing plan
Subject Line: Strategy is the heart of your marketing plan.
The Write Market Release
Vol. 3. Issue 1
Strategy is the heart of your marketing plan.
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CONTENTS IN THIS ISSUE
1. Editor's Remarks
2. How to Write a Marketing Plan - Part V
a) Quick Outline of a Marketing Plan
b) 10 Categories of Marketing Strategy
c) History of The Write Market
3. What's New at The Write Market
4. Get Your Ad in TWM's Release!
5. Administrative Information
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EDITOR'S REMARKS
Hello everyone! The weather has been absolutely
gorgeous here in southern Pennsylvania. I've been actually
going outside and getting away from the ball and chain
(my computer). I hope that all our dear subscribers have a
chance to do the same!
We've finally come to the big one: Marketing Strategies.
In this issue, we will present 10 traditional, tried-and-true
marketing categories. Within each category, there are
several strategies.
This issue is information intensive, so we thought we'd lighten
things up a bit with an article that will go
in our press kit.
Write on,
Renee Kennedy
rkennedy@thewritemarket.com
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All at http://www.frugalfun.com
$2 discount on any book order if you mention this ad. 877-FRUGALFUN
or http://www.frugalfun.com
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QUICK OUTLINE OF A MARKETING PLAN
(This is a quick review to show you where
we're at and where we're going.)
1. Market Research
2. Target Market
3. Product
4. Competition
5. Mission Statement
6. Market Strategies ** We're Here **
7. Pricing, Positioning and Branding
8. Budget
9. Marketing Goals
10. Monitor Your Results
For more details on this plan see:
http://www.thewritemarket.com/marketing/outline.htm
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10 CATEGORIES OF MARKETING STRATEGY
The following strategies work. For each strategy, I will outline
four points:
a. Basics - what it is, how it works.
b. Skills - what skills you will need in order to accomplish
the strategy.
c. Time and Money - some of these strategies are
long term, some of them will work quickly. Some of them are
more costly than others. (This one isn't too specific, just provides a
brief statement about time and/or money.)
d. Research - does it sound like you are interested in this
strategy? I'm providing other articles that you can read to further
your knowledge on the strategy.
One important point should be made before you start implementing
any strategies: Don't put all your eggs in one basket.
Choose at least three of the following strategies, implement them,
and track their usefulness in terms of your time and money spent
and what they were able to produce for your business.
Here they are:
1. NETWORKING
a. Basics:
Go "out there" and start hobnobbing or schmoozing with other
people in your field. Start "talking up" your product or service.
Networking can involve a number of strategies: going to trade
shows, speaking at seminars, participating in discussion boards
or email discussion lists, going to local chamber of commerce or
other places where business people gather. Networking is
socializing.
b. Skills:
You need to have the ability to talk about your product. You
need to believe in your product. You need knowledge of your
industry and the ability to talk about it. Being a "people person"
helps. If you don't consider yourself a people person, then stick
to the discussion lists where you have the opportunity to write -
be personable through your writing.
c. Time and Money:
Networking takes time. You need to stick to it. You'll want
to try to network in one form or another at least once a week.
Networking shouldn't cost you money (unless you're attending
seminars or joining the local chamber of commerce.) Networking
is a long-term strategy that every business person should engage in.
d. Research:
- Vickie Morrow - From Prospect to Partner
http://www.thewritemarket.com/articles/morrow2.htm
- Ron Kimball - Message Board Basics 101
http://www.thewritemarket.com/articles/kimball.htm
2. DIRECT MAIL MARKETING
a. Basics:
Direct marketing comes in the form of sales letters, brochures
and flyers. It is a piece of writing that you will mail out
to your prospects.
b. Skills:
You will need writing skills. If you don't have these skills, you
might consider hiring a professional publicist. You will need
a list of prospects and their addresses.
c. Time and Money:
Direct marketing will cost money for the initial campaign. You
will need to pay for the printing and the mailing, you may need to
pay for the layout and the writing. It is a short-term strategy that
should bring you leads or sales immediately.
d. Research:
- Wild Bill - The Theory of the Brochure
http://www.thewritemarket.com/articles/wildbill3.htm
- Kevin Nunley - Writing Great Sales Copy
http://www.thewritemarket.com/articles/nunley4.htm
3. MEDIA ADVERTISING
a. Basics:
TV, Radio, Magazine and Newspaper ads are all traditional forms
of advertising that are used to raise brand awareness. The Yellow
Pages are a good choice for long-term advertising of a service that
people may need only once in a while.
b. Skills:
Generally, the place that you choose to advertise will have people
available to help you create a good ad campaign.
c. Time and Money:
This can be an expensive strategy. It is generally a long-term strategy
that is used to build brand awareness over a period of time.
d. Research:
- Kevin Nunley - Using TV In An Internet World
http://www.thewritemarket.com/articles/nunley3.htm
- Barry Forward - Getting on the Radio: 10 Tips to a Successful Talkshow
http://www.thewritemarket.com/articles/forward.htm
4. CHEAP OFFLINE ADVERTISING
a. Basics:
Classified Advertising, business cards, flyers, promotional items
with your business name on them (buttons, hats, pencils).
b. Skills:
You will need the ability to write short ads.
c. Time and Money:
This is generally a long-term strategy that creates brand awareness.
It is less expensive than Traditional Advertising, however, it has less
reach. If you are doing classified ads, it's a short-term strategy
that should bring immediate benefits.
d. Research:
- Elena Fawkner - Offline Promotion Matters Too (mentions several
forms of offline advertising)
http://www.thewritemarket.com/articles/fawkner.htm
- Lisa Lake - The Classified Challenge: Sell Within Seconds (This one
is about online classifieds, however, the same principles apply to
writing offline ads. You will also find that the major newspapers will
place your classified online, as well as in the print version of their
paper.)
http://www.thewritemarket.com/articles/lake.htm
5. TRAINING PROGRAMS
a. Basics:
A training program might be set up in several ways:
- online training - you set up the course online.
(The Write Market uses this strategy, we have several online courses
set up at
http://www.thewritemarket.com/tutorials.shtml )
- training at "their" place of business - you would travel to a company and
teach your course.
- training at "your" place of business - you would set up the meeting
place and find people to attend.
You might develop a training program to increase awareness of your
products. MicroSoft.com makes good use of this strategy.
b. Skills:
You'll need the ability to teach (or to hire a teacher). You will need to
make arrangements for a place to teach.
c. Time and Money:
This strategy could be time intensive. You will have
to set up the course and find the time to teach it. I recommend that
you start out online and branch out from there. See if you have the
knack for setting up a course syllabus and writing out all of the
information you wish to convey. If you can do that, then you may want
to take your course "on the road."
d. Research:
http://www.e-zinez.com/articles/schultz9.htm
6. BECOME KNOWN AS AN EXPERT
a. Basics:
In order to become an expert, you will need to give out advice.
Advice can come in many forms: seminars, training, discussion boards,
articles, books, e-books, a web site, and/or an e-zine.
Generally, you will start out by giving free advice, by getting out there
and getting your name recognized. When you get a little noteriety you
can start publishing and charging for your advice.
b. Skills:
In order to become an expert you are going to need skills in at least
one of the following areas: writing and/or public speaking.
c. Time and Money:
Initially, this strategy will take time and lots of it.
Eventually, if you decide to publish, you might consider self-publishing.
Web sites, ebooks and ezines are relatively inexpensive if you do all
the dirty work yourself, again it's time consuming. Publishing books
will get a little more expensive, but still reasonable considering what
some of the other marketing strategies might cost.
d. Research:
- Dan Grossman - Write Your Way to Free Traffic
http://www.thewritemarket.com/articles/grossman3.htm
- Publishing:
http://www.upublish.com
for publishing books at a very reasonable cost (starts at $400).
- Dan Poynter - The Self-Publishing Manual: How to Write, Print and Sell
Your Own Book available at Amazon.
7. DIRECT PERSONAL SELLING
a. Basics:
Telephone sales and door-to-door sales fall into this category.
Also, if you have a brick-and-mortar store, you will also engage in
direct sales.
b. Skills:
Once again, being personable is a needed skill. If you are making
cold calls, take the time to write down what you want to say before
getting on the phone or going door-to-door. Knowing about your
product and believing in your product will help you get the sale. Having
sales materials, like a brochure, a flyer and business cards will help
you make the sale, especially if your prospects don't have time for
you. Offer to mail a brochure or leave a flyer with them.
c. Time and Money:
This should cost you very little. However it will take up your time.
It is a short-term strategy that will lead to immediate sales and possible
sales in the long-term.
d. Research:
- Robert B. Binnion - Salesman Beware! Don't Let Your Prospects
Deceive You!
http://www.thewritemarket.com/articles/binnion.htm
8. PUBLICITY AND PRESS RELEASES
a. Basics:
Getting the media to recognize you is one of the most influential
ways to get people to buy. You immediately gain credibility if the
media picks you up. You will need press releases and possibly
a press kit or media kit.
b. Skills:
You will need to learn how to write and distribute your press releases
or press kit. You may need to hire a professional publicist.
c. Time and Money:
This is a risky proposition if you do it yourself: you may end up doing a
lot of work and never getting picked up by the press. It can be an
expensive proposition if you hire someone else to do it for you.
It is both a short-term strategy (you may get immediate sales following
any publicity) and a long-term strategy that builds awareness of your
business or your product.
d. Research:
- Brian Moore - Writing Press Releases That Get Noticed
http://www.thewritemarket.com/articles/moore.htm
- Free distribution Service:
http://www.prweb.com
- Discussion - go to Public Relations/ Press Releases:
http://www.gethighforums.com
9. WEB SITE
a. Basics:
A web site can work in many ways for your business. If it is professional,
it will lend credibility, it may give you direct sales or sales leads, it
can build awareness of your business.
b. Skills:
You will either need to learn how to build a site yourself or you can hire
a professional developer.
c. Time and Money:
To start out, a web site does not have to be large and complicated.
It will either take you time to develop or it will take you money to have
someone else create it for you. A web site is a long term strategy that
you must continually work on and maintain. If used properly, it will
create awareness over the long term.
d. Research:
- Christopher J. Sewell - Website Development Tips: What your
Website Must Do To Make You Money!
http://www.thewritemarket.com/articles/sewell.htm
10. INTERNET ADVERTISING
a. Basics:
Search Engines, Online Directories, Banner ads, ezine ads, email,
and your web site are all ways to advertise on the Internet.
b. Skills:
You will need many skills if you plan to do this on your own. You will
need to learn how to get ranks in the search engines and online directories,
you will need the ability to write ads and/or create banners. If you do
not have the time to invest to learn about Internet advertising, you may
wish to hire someone to enact this strategy.
c. Time and Money:
Generally, Internet advertising is one of the less expensive ways to
advertise, however, it might take 1 to 6 months to develop a
good Internet advertising campaign and to start seeing some result.
It is a great way to brand and will also result in direct sales.
d. Resources:
- Dale Sexton - Banner Ads Suffer, Take Advantage
http://www.thewritemarket.com/articles/sexton.htm
- Our book on Search Engines and Online Directories:
http://www.linkcounter.com/go.php?linkid=84548
Next month, stay tuned for articles on "branding."
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HISTORY OF THE WRITE MARKET
Renee Kennedy and Terry Kent officially met in 7th grade at
Cato-Meridian Central School located in Upstate New York.
Their grade school days shaped their future. Terry found she had
an innate artistic talent. Renee's passion was writing. In 1983 they
both graduated from high school.
They each chose different colleges and went their separate ways.
Renee went to State University of New York at Buffalo where she
acquired a Bachelors in English. Terry went to Mohawk Valley
Community College (near Utica, NY) where she earned an
Associates in Applied Science in Advertising, Design and Production.
Terry found her way to SUNY at Buffalo, met up with Renee, once
again (they became roommates), and finished her Bachelor of
Fine Arts in Communication Design. Renee continued her
education, as well, and earned a Masters in Communication.
Again, they parted ways and started working in the real world.
Terry started as a Lead Graphic Artist for a newspaper in
Western, NY. Renee wandered around trying out several different
careers... Tutor, English Teacher, Editor...
With what little spare time they had, Terry continued in her artistic
endeavors and Renee was still writing. Although, neither seemed
to be getting what they truly wanted: to share their creative work
with other people.
By 1995, it seemed that the realities of life had taken over. Renee
was a wife and mother of two, working at a full time job as a
Sales Manager. Terry had moved to the Washington, D.C. area, and
became a Prepress Systems Specialist. Shortly, after landing that
job, Terry got married and aquired two dogs, a cat, and a house
in the country.
On outward appearance, they each seemed to have a full life...
But, for both of them, there remained the need to create.
Somewhere in 1996, Terry discovered the Internet. She spoke to
all her friends and relatives about the wonders of the Internet.
Finally, Renee listened.
In early 1998, Renee finagled her way into a used 486 IBM computer.
With a copy of Sam's Teach Yourself HTML in 24 Hours,
a 28.8K modem, a precarious New Hampshire phone line,
and a week's worth of sleepless nights, The Write Market was born.
At first, Renee attempted to do it all by herself, but she was woefully
lacking in graphic design skills (imagine trying to create buttons and
bars in Microsoft Paint!) Within a month she was begging Terry to
come onboard; it didn't take much begging.
On the Web, they had found a medium for their artistic talents.
Terry developed the Graphic's Mine, a free clip art collection for the
Web. Renee started writing tutorials on Web site promotion.
Their flagship site, http://www.thewritemarket.com, is now chock-full of
free clip art, articles and tutorials on Web promotion and design
(over 500 pages).
Since 1998, they've developed over 30 web sites.
Renee has written over 150 articles on Web promotion. In 1999,
she co-founded the Marketing Course Newsletter Network:
http://www.thewritemarket.com/newsletter.shtml
Terry has won numerous awards for her web art, including having
a volume of her clipart published on the FrontPage 2000 CD in Chinese.
Together, they write a monthly e-zine called The Write Market Release.
With their combined talents they decided to take The Write Market
to a new level and they began self-publishing books on Internet Promotion.
Their first book can be found in print and e-book format at
http://www.thewritemarket.com/promotion-journal.htm. They are in the
process of writing their second book with plans for publishing in late 2001.
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WHAT'S NEW AT THE WRITE MARKET
Updates to "How to Start Your Own Ezine:
http://www.thewritemarket.com/ezine.shtml
Our book is now in print!
Search Engine Optimization and Placement:
An Internet Marketing Course for Webmasters:
http://www.linkcounter.com/go.php?linkid=93459
Lots of new articles:
http://www.thewritemarket.com/articles.shtml
Send this newsletter to your friends and get them to sign
up! The 3,000th subscriber will get a free copy of our
new book: Search Engine Optmization and Placement.
http://www.thewritemarket.com/newsletter.shtml
At the sending of this newsletter we have 2955 subscribers!
________________________
GET YOUR AD IN THIS EZINE
Get an ad into TWM Release:
Contact:
webmaster@thewritemarket.com
Current number of subscribers:
2955
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