Harry Potter Marketing - Pt. I

By Robert Middleton - Action Plan Marketing

If you're into Harry Potter (as I am), you may be intrigued by the use of wands. Sure, wands have amazing power, but you need to know how to use them to get results. You need to point them in a certain way, you must have a clear intention, and you often need to use certain words (spells) in order to get the desired result.

I know this might sound dumb to you, but I think of planning as a magic wand. You create an intention, wave the wand, take action and produce a result. And if you have the right wand, you can consistently and repeatedly produce the results you want.

I have a magic planning wand I use all the time.

It's called the "marketing action plan wand." And it indeed does produce consistent results: a never-ending stream of clients and customers.

But I've also noticed that Independent Professionals have a tremendous fear and resistance to using this wand. Why? Because they don't know how to use it. They don't have an instruction manual. So it doesn't produce the desired results.

Imagine Harry Potter having no instructions on how to use his wand. He'd wave it around randomly and it would tend to produce haphazard results such as breaking something or hurting someone.

This is what happens when people don't have instructions on creating marketing action plans. They try to put them into action and they also create all kinds of haphazard results. Either they attract no clients or they actually push clients away.

So we give up the magic of creating marketing action plans and retreat to the default plan: "Do a great job with existing clients and pray for referrals." (Notice how well this has worked!)

If you're tired of that, here's a basic guide for creating effective marketing action plans.

1. Define the service you want to offer. Marketing action plans aren't for "general services" but for specific services such as "A six-month coaching program," or "A complete business makeover program."

2. Target Market. Who are your ideal clients for this particular service? What are their specific challenges and needs?

3. What is the price for this service? Also how will it be packaged and delivered? What does your client actually get?

4. What marketing activity will you choose to implement? Will you use networking, speaking, email, joint ventures? Pick just one. Each marketing activity needs a plan; you may have several plans that are similar, just don't mix them up.

5. What is the main objective or outcome you want to produce with this marketing activity? It should always be a specific result related to generating more business. I.e., "Through giving speaking engagements I want to attract 10 new clients this year that each pay me an average of $10,000."

6. What additional results do you want to produce with this activity? Other than immediate financial results, with speaking you might also accomplish the following: Increased personal confidence, better exposure in the community, build your brand and reputation as an expert, increase your email list, expand your business network.

7. Materials required. For speaking you may need the following: A web page describing the various talks you give, a list of organizations where you could speak, a "speaker's kit" with a talk outline, biography, testimonial list, and perhaps a CD with a sample talk. You'd also need handouts for the talk, and a form for participants to fill out if they were interested in your services.

8. Resources required. Resources include, time, money and manpower. So you'd have to budget a certain time to contacting organizations and giving the talks. You'd have to spend a little money for your speaker's kit and perhaps hire a writer and/or a graphic designer for your materials.

These eight steps comprise the initial planning stage.

You now know what you're offering, who you're offering it to and what it will cost. You've chosen a marketing activity and have outlined the main objectives and results you intend to produce using this marketing activity. Finally, you have determined the materials and resources required to put this marketing activity into action.

You now have the foundation for your plan.

Next are the action steps to actually get the word out, connect with prospects and set up appointments with those who are qualified to purchase your services. I'll cover these steps in detail in next week's More Clients.

*

The More Clients Bottom Line: Like Harry Potter with his wand, to get consistent marketing results, you need knowledge and a plan. First you need to understand the basic steps of creating an effective plan that will produce the results you intend. If you don't follow these steps, nothing will happen.

*

Do you follow a marketing plan process in any systematic way? Please share on the More Clients Blog. Just click on the Comments link below.

Comments

[Zaki]

Badly need your help. Nor do not saw the air too much with your hand, thus, but use all gently. For in the very torrent, tempest, and as I may say, whirlwind of passion, you must acquire and beget a temperance that may give it smoothness.
I am from Slovenia and also am speaking English, please tell me right I wrote the following sentence: "Arkansas hair replacement, sign and niebla blamed the air and shocker came his doll."

Thanks 8-). Zaki.

[Gil]

Good afternoon. O, it is excellent to have a giant's strength; but it is tyrannous to use it like a giant. Help me! I can not find sites on the: Stock market high. I found only this - stock market data feed. Start your own article directory today. Government spending crowds out private sector. Best regards :confused:, Gil from Nepal.

[Joe Bulger]

I thought Robert had gone crackers for a second. Harry Potter? But the more I looked at this wand concept, the more I liked it. Power of Manifestation in a that metaphor.

My own marketing is scattered - flitting from one project to the next. No wand in sight...

I think I need some magic lessons!