At the end of every year my husband and I purge 150 pounds of “stuff.” We have done it a number of times, and it is extremely fulfilling! Granted, the 150 pounds is a concept (rather than an actual scale) that pushes us to achieve a higher awareness of de-cluttering, but this visual works. We haul out all kinds of unnecessary junk.
As 2012 rapidly approaches, I encourage you to tidy up your marketing. Discard any old efforts that have not worked and open up space for the “new.” View your marketing from a fresh, clean perspective. As you throw away initiatives you no longer want to use—figuratively and literally—let go of the negative attachment you may have, such as feelings of failure or wishing you knew better.
To create my marketing plan, I take the same abundant positioning each year that I do when I help financial planning clients look at their spending plan in the context of their big picture goals: I don’t worry about rehashing the mistakes of the past; I simply review the year, note lessons learned, and let go of the rest. I direct the majority of my energy to designing exactly what I want to create for the year ahead.
You can too. Start with the primary objective of your marketing. Most likely, this is a revenue number or a tally of clients (for example: create $300,000 of income this year; surprise and delight 25 clients).
As you can see, I present goals proactively and reflective of the attitude I want to personify.
- What part of that goal comes from current clients? From new clients? From other revenue sources (e.g. information products)?
- What strategies will you implement to achieve your goal from each source?
- What parts of the experience in the “lead to lifelong client continuum” do you want to improve or build out?
Write down the first area that you will focus on in 2012. Get specific. For example, you may decide your primary initiative is to build your list and create a valuable relationship over time through email communication that eventually translates into clients. Build a “machine” or “system,” if you will.
Next, outline the categories that you have to address to make this effort happen. In this example, it could be:
1. Select an email/CRM system
2. Revamp website home page to include email capture form and freemium offer
3. Map out email communication stream from point of capture through meeting
For each category, drill down to the next step you have to take to move forward. Identify the resources you will need for each step that is beyond your expertise. Continue to detail out until you have completed a full schedule that you can follow. You will have the single daily actions to move forward toward your ultimate 2012 goal. Plus, with the purge complete, your distractions are in the dumpster and you have clarity. No longer will you have to sit at your desk tempted to undertake the marketing gimmick du jour; you will know exactly where to direct your energy.
And to think, it can all start with a trash bag and an open mind.
Kristin Harad, CFP®
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