Synopses & Reviews
WRITE A WINNING MARKETING PLAN! Successful marketing consultant Robert W. Bly cuts through the clutter of short-lived marketing techniques and trendy gimmicks and reveals the critical steps necessary to build a practical marketing plan that produces the results of an expensive consultant without the hefty costs.
"Bob has the uncanny ability to take huge concepts and break them down in to practical, actionable steps. He does it again in The Marketing Plan Handbook. Its a no-brainer that applying the wisdom in this book will add incremental dollars to your business bottom line."
MaryEllen Tribby, Publisher/CEO of Early To Rise, Founder of Working Moms Only.com
"Most marketing books give you a list of cookie-cutter tactics you don't have time or budget for, along with some examples from famous brands that don't apply to anyone else's reality. This handbook is completely different. It's specifically for an entrepreneur or small business owner who needs to figure out a marketing plan that fits their special vision, wished-for lifestyle, and customers like a glove. Even if you're thinking of hiring a marketer or agency to help your business, read this book FIRST. You'll need it to give them the perfect directions for your unique business."
Anne Holland, founder of Marketing Sherpa
"The Marketing Plan Handbook is loaded with rules, secrets, case histories, forms, charts, and worksheets on every facet of marketing and direct marketing. Bly never lets you lose sight of the essentialscontinual accountability, analyzing (and besting) the competition, and the all-important arithmetic of return on investment."
Denny Hatch, founder of Who's Mailing What!
"Bob concisely lays the secrets to his success, AND the very tools he uses to make hundreds of his clients more money than they ever dreamed possible. Don't stop. Start reading this book nowbefore your competition does!"
Steve Wexler, president of The Steve Wexler Creative Group
Synopsis
The only marketing consultant you will ever need With this practical guide, successful marketing consultant Robert Bly cuts through the clutter of marketing theories, short-lived techniques, and trendy gimmicks and shows you how to develop a time-tested marketing plan that focuses on what works, not whats hot. In 12 action-packed steps, you get an inside look at the magic behind effective promotion and learn how to zero in on your marketing goals, assess your marketing tactics, integrate timeless and up-and-coming techniques, create a success measuring system, and more!
The Marketing Plan Handbook:
- Provides 12 steps for developing a marketing plan that would cost you $5,000 to $10,000 to create
- Includes practical and tested marketing tactics proven to work in the real world
- Covers new marketing technologies and current trends
This invaluable guide addresses two to the most common queries among new business owners and entrepreneursHow do I write a winning marketing plan? and Is there a sample marketing plan I can reference? The Marketing Plan Handbook gives you both and more.
Synopsis
Successful marketing consultant Robert W. Bly cuts through the clutter of short-lived marketing techniques and trendy gimmicks and reveals the12 critical steps necessary to build a practical marketing plan that produces the results of an expensive consultant without the hefty costs. Entrepreneurs learn how to zero in on their marketing goals, choose the best marketing tactics, integrate timeless and up-and-coming techniques, create a success measuring system, and more. They also discover the pay off of big-picture thinking, focusing on what works not whats hotultimately, creating a long-term plan for marketing success. Addresses two to the most common queries among new business owners and entrepreneursHow do I write a winning marketing plan? and Is there a sample marketing plan I can reference? Provides 12 steps for developing a marketing plan that an outside consultant would charge $5,000 to $10,000 to create Includes practical, utterly pragmatic, battle-tested marketing tactics proven to work in the real world Covers new marketing technologies and current trends
About the Author
Robert W. Bly has been an independent copywriter and marketing consultant for more than a quarter of a century. He has worked with more than 100 clients including Boardroom, Phillips, IBM, Nortel, Agora, Prentice Hall, and Grumman. He is the author of more than 75 books and he currently writes regular columns for Target Marketing Magazine and The Writer.
Table of Contents
Introduction
Step 1: Harness the Power of Vision
Step 2: Decide What Business Youre In
Step 3: Get to Know Everything About Your Ideal Client
Step 4: Who Is the Competition?
Step 5: Strategize: Position Your Business
Step 6: Build Out Your Product Line or Service Menu
Step 7: Assess Your Tactics
Step 8: Integrate Online and Offline Marketing
Step 9: Put Your Measurements in Place
Step 10: Write Your Plan
Step 11: Work It!Implementation
Step 12: Review and Troubleshoot Your Plan
Appendix
Marketing Plan Format
Resources