PDF Here’s the marketing notes on 221 point checklist Jay Abraham says, “I use to jog my own thinking when engineering small business marketing strategies for myself and my own clients.”
Hey You,
See through all the bullshit using this checklist
It’s Lewis LaLanne a.k.a. Nerd #2 a.k.a. L.L. Cool Nerd.
If you’re gonna come up with a market domination strategy, you’ve gotta know all the resources, options, alternative actions, sources of information, etc. that you can use to build it.
If you don’t, you’ll most likely end up with a two-legged stool of a strategy that causes you to fall flat on your ass, crippling yourself before you even begin.
People usually develop a strategy based only on what they know based on their experience . . . not on what’s possible.
You can use the check list below to:
- To help you develop your strategy . . .
- To help you become aware all the options and resources that are ready for you to use. Use this list to awaken yourself to all the tools that are at your finger tips for engineering a kick ass strategy for your company. Think of each section as a “Pantry of opportunity” . . .
- To ensure you’re not leaving anything absolutely essential to the creation and success of your marketing strategy . . .
- And of course, you won’t be able to implement everything on the list at once but you can use this to focus in on what you can apply next that augments your current master strategy.
Use this list to keep yourself from wandering aimlessly like so many of your competitors do. Let’s get to clearing out the bullshit from your business . . .Data, Research and Information Sources
Employee Surveys
Focus Groups
Interviews
Customer and Prospect Questionnaires
Point of Purchase Surveys
Research Companies
Trade Shows
User Groups
Sales Historical Records
“Amazon.com” School of Research – use Amazon reviews to see what customers love or hate about best selling books on your topic. Also look at the table of contents to give yourself ideas of the problems your market is looking to have solved. Also use the reviews to glean the jargon or emotional power words your prospects are fond of using.
Internet Sources
Competitors Literature, Customers and Web Site
CRM Systems and Databases
Trade Magazines & Newsletters
Training Programs
Associations
The Library
The Bookstore
Coaches and Consultants
Vision
90 Day Plan
1 Year Plan
3 Year Plan
5 Year Plan
Purpose & Company Values; What you aspire to
Mission Statement
Product Vision
Long Term; Global Vision
What is Your Company’s Legacy?
Goals
Cash Flow
Revenue
Net Worth
Profitability
# of Customers
# of Products Sold
# of Orders
Inventory Turns
# of Employees
Amount of Cost Reductions
Return on Investment
Return on Equity
Increased Square Footage
Return on Square Footage
Your Strategy
Your Current Master Marketing Strategy
Your Current Command/Field Strategies
Your Current Integrated “Game Plan”
Your Current Specific Working Tactics
Key Indicators & Concepts
Marginal Net Worth; Lifetime Value of a Client
USP
Dream 100
Financial Resources
Angels Investors
Personal Savings
Credit Lines
Cash Flow
Vendor Terms & Quantity Discounts
Your Bank
Alternative Funding Sources; Current Cash Cows
Resources
Time
Role Models
Mentors
Your Pricing Structure
Remarkable, Unique or Differentiating Attributes and Characteristics of The Business
Certifications and Accreditations
Unused, Dormant or Hidden Resources
Your Inventory
Your Personal Values
Obstacles, Restraints, & Limitations
Company Culture
Your Current Company Momentum
Your Company’s Core Competencies
Personal Core Competencies
Intellectual Property & Patents
Your Current Selection of Products & Services
Your Store, Plant, or Office
Your Vehicles
Peer Recognition
Your Machinery or Tools
Your Technology
Your R&D Department
Your Vendors
Your Mastermind
Your Bank
Your Landlord
Your Employees
Business’ Experts (Lawyer, Accountant, etc.
Joint Ventures
Management Resources
Current Automatic Operational Systems
Current Policies & Procedures
Financial Reporting Information Systems
Your Company’s Ability To . . .
Innovate
Be Clear
Concentrate
Build a High Quality Product or Provide Extraordinary Service
Build Extraordinary Value Into Everything You Do
Market
Educate and Inform Your Market
Question Your Assumptions
Lead Your Team and Your Clients
Adopt, imitate or Emulate From The Outside
Build Enduring Relationships
Focus On What You Do Best
Create Trust
Generate Loyalty & Affinity
Satisfy The Client
Get Publicity and Media Attention
Eliminate Delay
Create Strategic Alliances
Manage by Commitments, Objectives and Goals
Research and Collect Valuable Information
Be Proactive
Follow Through; Keep Your Commitments
Be Efficient and Effective
Re-Purpose
Leverage Your Resources
Be Action Oriented
Notice Patterns and Trends
Understand what your Customer Wants and Needs
Know Your Market (Go here to
Know Your Competitors
Communicate
Shoulder the Risk of the Transaction Instead Of Asking Your Customer To
Marketing Resources
Customers & Clients
User Groups
Affinity Groups
Current Advertisements
Current Sales Letters
Current Sales Scripts
Current USP’s
Winning Headlines (If this is something you’re looking to maximize now, you’ll definitely want to see this post here)
Winning Offers
Your Target, Prospect, Lead Mailing Lists
Collaborative Resources Like Copywriters, List Resources
Co-Marketing Programs
Your Brand
Shelf Space
Your Product’s Packaging
Your Name
Slogan or Tag Line
Dream 100
Your Industry’s Weaknesses
Key Clients & Accounts; Client Roundtable
Your Logo
Sales Training
CRM Systems
Sales Management
Sales Executives
Account Managers
The Telephone, Telephone Conference Calls
Sales
Testimonials
Media Recognition
Approved Customer References
Direct Response Media
Chat Rooms
Discussion Groups
Web-Site (If you’re looking to improve this part of your business, you’ll definitely want to pay close attention to this here)
E-Commerce
TV Commercials; Cable TV
Infomercials
Print Ads; Newspaper, Magazines, Newsletters, Journals, Trade Magazines
Sales Letters
Post Cards
Magalogs; Books
Other People’s
Time
Money
Risk
Brains/Intelligence
Resources
Money
Labor
Effort/Energy
Rolodex/Contacts
Products or Services
Technology
Property
Field Strategies and Tactics
Review and Optimize Existing Marketing
Referral Systems
Reactivating Old Clients
Joint Ventures (Host Beneficiary/Endorsements)
Risk Reversal
Upgrading Skills of Sales Staff
Using Public Relations
Point of Sale Up Selling and Cross Selling
Increasing Profit and Hence Margins
Changing the Profile to Upscale
Offering Greater Units of Purchase
Deliver Higher Than Expected Levels of Service/Support
Communicating Frequently To Get People To Buy More/More Often
Develop Back End
Run Special Events
Price Inducements
Program & Pre-Frame Your Customers To Buy More Frequently
Communicate Frequently – When Prospecting for New Clients
Process Marketing – Getting Qualified Lists, Using Direct Mail, Telemarketing, etc.
Irresistible Offers
Marketing Business Assets not Normally Sold
Acquiring Customers at Break-Even Up Front and Profiting on the Back End
Advertising
Special Events
Increase Perceived Value
Direct Response Advertising
Buy Another Company (to acquire Other Products, Customers, etc.)
Licensing
Barter
Multi-use/Re-Purposing Products
Being an Expert in Your Industry
Sequential Marketing
Abraham “Nine Drivers Of Your Business”
Marketing
Strategy
Capital
Business Model
Current Relationships
Distribution Channels
Products and Services
Processes, Your Procedures and Your Systems
Ideology
Benefits of Your Products or Service
Increase Time, Money or Control
Reduces Risk; Increases Security
Increases Protection
Make You More Attractive
Entertaining
Informational
Educational
Go here to see how to stack trust and desire into everything you sell . . .
If you think you’ve got little to nothing working for you, go back through this checklist of marketing notes and find and take inventory on all the tangible and non-tangible small business marketing strategies and tactics you are already in possession of, that you thought you didn’t own and look for ways to fully express and exploit them, and also search for opportunities to approach ones you see here that you’d never contemplated before.
Have fun with this and feel free to let me know in the notes below or in at my email address which one you feel is going to be taking advantage of. Could be something you’re doing already but given up on or something brand new you’ve just discovered.
Talk soon,
Lewis LaLanne a.k.a. Note Taking Nerd #2 a.k.a. L.L. Cool Nerd
PS. If you a stickler for checklists and love the idea of having each step of your business improvement laid out for you, you definitely want to click here now to see a friend of Jay Abraham’s process for doing so . ..
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