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Day 15. Developing your promotional plan.

Welcome to the third and final week of the challenge. By now you should have a plan and a budget and be ready to start selling. We’re going to spend the next five days looking at how you are going to find and win customers for your money making project.Today we’re going to start thinking about your promotional plan, you’ll probably want to add to this as we cover different marketing activities in the following days.

First things first.

There are a number of things we need to think about before you can develop your promotional plan. On Day 3 you identified your target market, how specific were you? Did you really drill down until you had a narrow but deep niche of potential customers? If not I suggest that you take another look. The more precise you can be the better. When you know exactly who your target customer is it is easier to find them and speak their language. Try and build a picture of your target in your mind’s eye, give her a name and a personality, then you’ll be able to have a conversation with her when you start promoting your offer.

On Day 5 you researched your competition. What did that tell you about where your offer is different? How is your offer better than your prospect’s? Why should customers buy from you in preference to your competitors? You need to understand this in order to communicate it to your prospects in a persuasive manner. Some people refer to this as your USP or Unique Selling Proposition, others as your points of difference.

What problems are you solving for your prospects? How do those problems make them feel? What would life be like for them if their problem was solved? These are the messages your prospects need to hear. This is what you should be promoting.

N.B. If you are doing this challenge to make money for a good cause you will need to find an emotional reason for your prospects to connect with that good cause. You might have to make them feel guilty, sympathetic or sad.

Remember people buy more with their emotions than with their reason!

ACTION: Be specific about your target market and the problems that you will be solving for them and identify how your solution differs from your competitors. Write this down.

Developing your promotional plan

Nobody can buy a product or service that they’ve never heard of so your promotional plan needs to be focused on raising awareness and desire in your target audience and then getting them to take action and buy.

Here’s a template for you to use to scope out your promotional plan. Be clear about which target market you want to sell to, if you have more than one you may wish to focus on different groups in different months. Set your self a clear objective for what you want to achieve each month. Your objectives might include:

  • a sales target
  • number of signups to your mailing list
  • number of downloads on a free product given in exchange for names and contact details
  • number of enquiries
  • number of hits on website
  • number of people booking a trial session

As you will see all of the objectives should be very specific and measurable, they should also be achievable and have a deadline. So set yourself a specific objective for each month. You might find this example helpful.

ACTION: Complete at least the first two columns on the marketing plan template. You might also like to start thinking about activities that you could do in the remaining columns but I’ll have more ideas for those in coming days.

A quick lesson in marketing.


Next steps, should you choose to take them…

  1. Share any insights or recommendations in the comments section here.
  2. Join the conversation on Facebook to gain support from the 21 Day Challenge community (we’ll be looking at some of the benefits of social media later in the challenge but for now being active on this page and on Facebook can help boost the way people can find you on the Internet.)
  3. Tweet this ‘I’ve started work on my marketing plan with @Glenda_S #21DMMC
  4. Join us tomorrow to when we’ll be thinking about blogging..

Join the Challenge!

The Training Pack is 21 years old in September 2013 and we’re celebrating! The 21 Day make money challenge is our gift to you. It’s free to join and suitable for anyone who would like to make some more money.

Perhaps you are a business owner wanting to increase your turnover. Maybe you want to make some money for a good cause. Perhaps you just want to make some money to supplement the family income.Maybe you are thinking of starting a business. Whatever your reason the challenge is for you.

You set your target. You set your deadline. We’ll publish one activity a day for 21 days to help you develop your plan to reach your goal. We first ran this challenge starting on September 21st and will be running it again starting October 21st and November 21st. You can join at any time.

This is what we’ll be covering:

  • Day 1:  Set you goal
  • Day 2:  Create the vision
  • Day 3:  Who will buy?
  • Day 4:  Money raising ideas
  • Day 5:  What’s your competition?
  • Day 6:  Will your idea make you a profit?
  • Day 7:  Decision time.
  • Day 8:  Breaking down the actions
  • Day 9:  Using your Power Hour to get things done
  • Day 10: Developing a project management plan
  • Day 11: Establishing priorities
  • Day 12: Budgeting
  • Day 13: Financing your plan
  • Day 14: Managing cashflow
  • Day 15: Developing your marketing plan
  • Day 16: Promoting via a blog
  • Day 17: Using social media
  • Day 18: Off line marketing
  • Day 19: Using public relations
  • Day 20: Get ready; Get set; Go
  • Day 21: Sharing Success

Our Facebook group allows you to connect with other challengers. You’ll be able to share ideas, celebrate achievements and just get more support. You can join it here.

We might just find some prizes for those who make the most progress so why not join in? Click follow this blog to receive each post as it’s published or fill in the form. There’ll also be a link in the Facebook page.

Let’s see how much money you can make! Join today.