Strategy is the heart of your marketing plan.

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.


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


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

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(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:


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:

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 the local chambers 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 – Ron Kimball – Message Board Basics 101

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
– Kevin Nunley – Writing Great Sales Copy

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
– Barry Forward – Getting on the Radio: 10 Tips to a Successful Talkshow

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)
– 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.)

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
– 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. 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:

a. Basics:
In order to become an expert, you will need to give out advice. The advice can come in many forms: seminars, training, discussion boards, articles, books, e-books, a website, 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 notoriety 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
– Publishing: 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.

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!

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

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!

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:

Next month, stay tuned for articles on “branding.”


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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 on board; 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,, 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: 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 They are in the process of writing their second book with plans for publishing in late 2001.


Updates to “How to Start Your Own Ezine:

Our book is now in print! Search Engine Optimization and Placement:
An Internet Marketing Course for Webmasters:

Lots of new articles:

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 Optimization and Placement.

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