• Q: Can I hire you to do the marketing for me? Will you sell my products or services for me? Can you fill my programs?

    A: My answer, in a nutshell, “No!”These questions roll in all the time. When it comes to implementation, sales and filling your programs, you’ll need a clear plan and strategy. I can help with the strategy but I won’t implement for you. You’ll need to fine-tune your sales skills or expand your team to support that role.

    These inquiries and similar questions prompted me to share some hard truths. Let’s start with a specific example.

    The inquiry: “I’m looking to partner with a marketing person. Can we connect to discuss?”

    Me: Rolling into ‘Who, What, Where, When, and Why’ mode… and asking pointed questions:

    “Who do you serve?
    Where do you currently market?
    What do you offer and what are your projections/goals?
    When did you start your business?
    Why do you want to partner with a “marketing person” and what are your expectations?”
    The answers to these questions revealed some pie in the sky thinking…
    • First, ideal clients were not defined (you cannot be all things to everyone but when you are clear about who you serve you can tailor your message to serve many).
    • Second, NO marketing plan. Nada, zip, zero. Nothing in place (hint: if you don’t know where you’re going, it’s really hard to get there).
    • Third, YIKES! Again, wishy-washy info about the offer and no specific revenue goals! (you’ve got to be able to clearly and concisely share what you offer with value proposition so people understand the results you deliver. AND, for the love of everything money-making – you’ve got to make projections so you can meet and beat them).
    • Fourth, the business is NEW. That’s OK but when you’re starting out you’ve got to create a strong strategy and compelling message to guide you to success (a willy-nilly approach will not produce predictable results).
    • Fifth, and this one was painful: The reason for wanting to partner with a marketing person is because this individual didn’t want to do the work. The expectation was to get me to SELL their stuff for a percentage. (Let’s back up the bus: No plan, no strategy, no projections, unclear message, value proposition not spelled out, and perhaps the most damaging – a mindset buy in that all it will take to be successful is hiring a marketing person to do it all for you).

    There were so many things wrong. I had to pause, realize that people just don’t know what they don’t know, and share HOW I could potentially help (and no, it’s not by doing all the work for you or anyone for that matter).

    I explained that in order to market anything you’ve got to have some clear foundational pieces in place. For starters – a strategy/plan and clear message/copy. Without those bare-boned basics, it’s going to be difficult to market and sell anything.

    I shared some results my clients have achieved: things like mapping out revenue streams that produced multiple profit pointstripling investment in my services with just ONE sale based on my packaging recommendations, mapping out million-dollar plans that were realized, and more.

    Here’s what I know to be true – you have to have a strategy to write into. That’s right! Your plan guides your message and every step moving forward. You can learn more about what I can do to help you create your strategy hereOnce your plan and strategy are in place, compelling copy and a magnetizing marketing message can help sell your products and services.

    Do you have questions about branding, copywriting and marketing? Submit your questions here and I might just blog the A to your Q.  AND, be sure to grab your FREE Copywriting Action Plan to help you improve your marketing messages here.

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog


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