Chapter 5: Crafting your Marketing Message

Marketing Plan Podcast_WEB BANNER

How can you make a good first impression?

Your only given one chance to make a first impression, and often times it can make or break a new relationship with your customer. Your initial means of communication is your marketing message, a consistent, creative line that customers pick up when they first come in contact with your brand. While its easy to be succumbed into using that line to boast about your brand, customers really don’t want to hear it. What customers do want to hear, is a marketing message full of personality, promise, and contrast.

Chapter Five of The Marketing Plan Podcast will guide you through three principals to help you create the perfect brand message to seal the relationship with future customers. You can view Chapter Five’s notes here.

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Jay Ehret
Dean of Marketing Know-How
The Marketing Spot

 

Chapter 4: Earning Word of Mouth Marketing through Brand Engagement

Marketing Plan Podcast_WEB BANNERWhats the missing ingredient in harmonizing your plan?

Many entrepreneurs search for that one thing that will put everything in balance. We start believing the hype of the marketing specialists: “the missing ingredient in your marketing plan is social media, or search engine optimization. But its not that simple. While there is a missing ingredient, it’s not externally found, but internally.

Let’s take word-of-mouth conversation, for example. The hype would have you believe that in this Age of Conversation, it’s all about social media. But that’s false hype. In  Chapter Four of The Marketing Plan Podcast we discuss how to earn conversation through brand engagement.

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Jay Ehret signatureThanks for listening!
Jay Ehret
Dean of Marketing Know-How
The Marketing Spot

Chapter 3: The Four Principles of Customer Relationships That Pay

Marketing Plan Podcast_WEB BANNERWhy transaction hunting doesn’t work

In Chapter 3 of The Marketing Plan Podcast we will consider the main character of the story the customer.  Looking at most business models, we can see that the customer is a target. Something to be captured. Customers are often considered transactions to be acquired, trophies to be won. This is the essence of transaction hunting, but I think that’s running the wrong way.

The goal is an emotional bond between your brand and the customer, this transcends product and service. When you establish this bond, sales happen. And while the key to sustainability and growth is sales, creating a relationship does not come from sales tactics. I believe they arrive through four, simple relationship principles.

Principle 1: Understanding

Principle 2: Empathize with Action

Principle 3: Give Unconditionally

Principle 4: Safety

itunesInterested in the new show?  Please subscribe in your feed reader or ITunes at http://MarketingPlanPodcast.com/subscribe Jay Ehret signatureThanks for listening!
Jay Ehret
Dean of Marketing Know-How
The Marketing Spot

 

Chapter 2 – Level 1 Branding: Four questions to discover your brand story

Do you consider yourself a bullet point business, or a brand with a story?

In Chapter 2 of The Marketing Plan Podcast, I will guide you through four, Level 1 Branding Questions that will drill down into the essence of your brand. If you are wanting to build your brand story, begin by answering the following questions:

1. What is your core ideology? (what you believe)
2. What are your core values? (timeless guiding principles)
3. What is your mission? (your purpose and reason for being)
4. What is your vision? (what you will become)

 

Below is a Level 1 Branding worksheet that will allow you to evaluate and apply your ideology, values, mission, and vision to begin building your brand story.

Download the worksheet: Level 1 Branding Questions
Tune in to Chapter 2 for complete guidance through the questions, along with examples of answers.

Download Level 1 Branding Questions

Download Level 1 Branding Questions

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Jay Ehret
Dean of Marketing Know-How
The Marketing Spot


 

 

Bonus Episode: Chapter 1 of The Marketing Plan Podcast

It’s Time for a Transformation Plan

I’d like to introduce you to my new show: The Marketing Plan Podcast. My new show focuses on the transformation of your business, and turning it into the brand you’ve always dreamed of becoming. Our previous podcast, As I mentioned in my last episode, Power to the Small Business is no longer being produced, but this website will remain with the archive of all past episodes.

And now, I’d like to present, the premiere episode of my brand new show: It’s Time for a Transformation Plan. Because it is time: time for you to end the search for the solution to taking your business to the “next level.”  Allow Chapter 1 to give you the confidence in reaching your business’s true potential.

Interested in the new show?  Please subscribe in your feed reader or ITunes at http://MarketingPlanPodcast.com/subscribe

Included in the show notes, brought to you , is one free month of business planning by LivePlan.com.

itunes

Thanks for listening!
Jay Ehret
Dean of Marketing Know-How
TheMarketingSpot

To receive new episodes by email, use the link below and enter your email address. (We keep these private and don’t give or sell them to anyone)
Subscribe to Power to the Small Business Podcast by Email

Powering Down One Podcast – Launching Another

New marketing podcast is coming

After 99 episodes, Power to the Small Business will be changing. Actually this podcast will be powering down to make room for a new marketing podcast that I will launch next week, on April 24, 2014. I will post the first few episodes here so that you can get a taste of the new show to see if you like it.

Meantime, I invite you to listen to the most popular episode of the 99 that I produced. It features, Megan Duckett, the entrepreneur who founded Sew What, a theatrical curtain company in Southern California. Cool-sounding business, huh? Well it is, and Megan has a lot of marketing wisdom to share about how she turned Sew What into a powerful brand.

And, for your marketing learning pleasure, I present…

Top 5 Episodes of Power to the Small Business

  1. #39 – Megan Duckett; An Entrepreneurs View of Marketing
  2. #14 – Jim Morris: A Tagline is Your Best Brand Communication Tool
  3. #37 – Marketers Roundtable 1: A Discussion of Current Marketing Issues
  4. #40 – Tom Hopkins on the Sales-Marketing Mix
  5. #38 – Simon Salt: Building, Protecting, Destroying Your Online Brand

Remember to check back next week for my brand new marketing podcast. It will be filled with awesome content, and a plan to transform your business into the brand  you’ve always dreamed it could be!

Thanks for listening!Jay Ehret signature

Three Steps to Increase Customer Loyalty and Word of Mouth

using the customer experience formula to increase loyalty

Get to Customer Wow!

Email subscribers and feed readers, click here: The Customer Experience Formula

Topics Discussed:

  • Customer Loyalty
  • Loyalty and word-of-mouth statistics
  • The Customer Experience Formula
  • 3 steps to take your customer experience to Wow!
  • Free Tools to improve your customer experience.

Get complete show notes, and links to download the free tools here:
Use This Customer Experience Formula to Increase Loyalty and Word of Mouth
small business marketing podcast in iTunesTo receive new episodes by email, use the link below and enter your email address. (We keep these private and don’t give or sell them to anyone)
Subscribe to Power to the Small Business Podcast by Email

Is it Time to Leave Facebook?

Time for small businesses to stop using Facebook

The news is out that Facebook is limiting the exposure of your brand page posts. Now, only 1-2% of you fans can actually view your posts organically. Any more than that and either your fans will have to share them, or….you will have to pay to advertise on Facebook.

Lots of businesses aren’t to happy about that, including Jason Falls of Social Media Explorer, who calls it a swindle. And Jason is the guest on this episode of Power to the Small Business as we discuss what to do about Facebook’s strong-arm move. Should you pay-to-play? Check out this episode and add your comments below.

Guest: Jason Falls of Social Media Explorer
Host: Jay Ehret of TheMarketingSpot.com


Email and Feed Readers, click here to listen: Is it Time to Leave Facebook?

Get complete show notes and links on The Marketing Spot Blog:
Should Small Business Ditch Facebook?
small business marketing podcast in iTunesTo receive new episodes by email, use the link below and enter your email address. (We keep these private and don’t give or sell them to anyone)
Subscribe to Power to the Small Business Podcast by Email

How to Explain Your Brand

Many businesses get stalled because customers just don’t understand everything they have to offer. If that’s happening to your business, perhaps you have an explanation problem. This is the episode that will offer you a brand communication solution.

How to better explain your business

Guest: Lee Lefever, Co-founder of Common Craft and author of The Art of Explanation
Host: Jay Ehret, Dean of Marketing Know-How at The Marketing Spot.com


Email subscribers and feed readers, click here to listen: How to Explain Your Business

Get complete show notes and links on The Marketing Spot Blog:
How To Explain Your Brand
small business marketing podcast in iTunesTo receive new episodes by email, use the link below and enter your email address. (We keep these private and don’t give or sell them to anyone)
Subscribe to Power to the Small Business Podcast by Email

Marketing Questions Answered: Exposure – Local Tactics – Taglines

It’s time to get some of those burning marketing questions answered. In this episode of Power to the Small Business, Jay Ehret answers marketing questions from small business owners.

small business common marketing questions answered by marketing expert Jay Ehret


Email subscribers and feed readers, click here to listen to the show:
Small Business Marketing Questions Answered

Marketing Questions Answered:

- How do I get my business name out there with impact?

- What local marketing tactics am I neglecting?

- How do I know my tagline is good?

Get complete show notes and links on the blog: Burning Marketing Questions Answered
small business marketing podcast in iTunesTo receive new episodes by email, use the link below and enter your email address. (We keep these private and don’t give or sell them to anyone)
Subscribe to Power to the Small Business Podcast by Email

Special Offer:
Get 45% off our new workshop: Create a Custom Marketing Plan to Grow Your Business
Use the discount code: 97

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