How to Create a Marketing Plan that Works! (Part 3 of 4)

By Action Coach Dave Beam

We are right in the middle of a series on how to create a marketing plan that actually brings in new customers!  If you are new to our newsletter, just e-mail and ask us for Parts 1 and 2.  Part 1 was about addressing THE most important question to ask in marketing, “Who is my best customer?”  Last week, we asked “Where can you find these customers?”  Where do they gather in groups?

So today, the next question is “What is your offer?”  Specifically, what can you offer your ideal customer that will get their attention, get them excited, and compel them to take action?  Many will say this is obvious.  It must be whatever my product or service is – that’s what I have to offer, right?  Certainly, that is your ultimate offer.  However, if you want a marketing strategy that works, you need to do a little more thinking and creative work.  Answer this question.  What are the UNIQUE features and benefits that ONLY you can offer?  Focus on the benefits, not just features.

A feature is a specification or description of your product or service.  The benefit is the value that your customer derives from the feature.  Here’s an example.  I work with a cell phone company that sells mobile phone service.  There are many companies and outlets in our region that sell the same brand of phone and service!  So what is the UNIQUE feature and benefit that my customer offers?  The feature is that he has been in the cell phone business at this location for over 10 years.  That FEATURE is not too exciting, is it?  Until you consider the BENEFIT.  The benefit is that you are buying from someone who has been here in the past and will likely be here in the future.  This team of people becomes your friend, which means that in the ever changing world of cell phone upgrades and technology, you have an enduring friend that can walk you through the changes and recommend what is appropriate for you. His team will sell you what you need based on what you want, because they want long-term customers for the next 10 years, not a quick profit/sell.  Are you getting the picture?

He also offers a referral program (free months service if you refer a new customer; new customer gets free accessories). His business offers a great personal service with a steady group of people in a changing world, with perks and extras when I bring in new customers.  This strong offer has proven to work well.

So what unique features and benefits do you offer that will excite and attract your ideal customer?  I recommend a list of at least ten to test and measure.

Next week we’ll pull this series all together and answer the questions “How should I communicate my offer?  How do I decide the medium of communication?"