I’ve lost track of the number of people I’ve spoken to recently who don’t have a marketing plan. It’s all up here, they tell me on the phone, and I picture them tapping their head. I know what I want to do, they say. Why would I take the time to write it down? Because writing it down makes it real. It forces you to focus. Writing it down exposes the flaws, shows the holes, and makes you look reality in the face. But here’s the great thing: it also reveals opportunities you never thought existed, and things you hadn’t even thought of. It takes you in unexpected directions and gets you thinking about alternative strategies. But where do you start? How do you get over BPS (blank-page syndrome, that is)? With a template, of course. It’ll give the process structure, order and a purpose. Microsoft has some great ready-made templates for Word (here) and PowerPoint (here). The PPT is in Office 2007 format, so if you have an earlier version, you’ll need the Microsoft Office compatibility pack (here). Personally, I’d choose PowerPoint. It forces you to keep it brief, concise and bullet-pointed. Which is what the best marketing plans are.
“Serendipity is when you find things you weren’t looking for because finding what you were looking for is so damn difficult,” she says.If, like me, you love words and can spend hours on end discovering new ones, this talk is for you. And even if you don’t, this talk is for you. If nothing else, you’ll find out the meaning of double dactyls, as well as polysemy and synecdochically. Enjoy. (If you’re reading in email and can’t see the embedded video, click here instead.)