Small Business for Dummies by Veechi Curtis

Author:Veechi Curtis [Curtis, Veechi]
Language: eng
Format: epub
ISBN: 9780730384861
Publisher: Wiley
Published: 2020-02-08T00:00:00+00:00

Chapter 11

Creating Your Marketing Plan

IN THIS CHAPTER

Describing what lies at the heart of your business

Shaping up to your customers’ vital statistics

Converting dreams into figures, ideas into goals

Building strategies to realise your goals

Ditching the computer and venturing out in the world

Setting up systems to stay on track

Marketing isn’t about selling, nor is it about advertising. Rather, I reckon marketing is about an attitude; namely, the ability to put yourself in your customers’ shoes. When you can see your business from an outsider’s perspective, acquiring genuine empathy for your customers, you can provide your customers something that they truly want.

However, this ability to see yourself as others see you is easier said than done. Small businesses don’t have big marketing departments devoted to market research, customer focus groups or complex surveys. On the contrary, lack of time, along with the healthy desire to succeed and make a dollar or two, tend to conflict with the ability to see things from a customer’s point of view. If you’re not careful, you can end up spending too much time selling something that customers don’t really want, or that they’re not prepared to pay for.

Every marketing activity you undertake is an expression of your overall business strategy (and if you’re not yet clear about what this strategy is, I suggest you return to Chapter 2). In this chapter, I talk lots about developing this big-picture attitude to marketing and explain how a marketing plan is a reflection of your business identity, values and direction.

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