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Many marketing planning courses seem like they're from an MBA curriculum; 100-page documents aimed at attracting investors.
This course is aimed at street-smart new business entrepreneurs who want to quickly create a blueprint to guide their selling success.
If you have a strong business skill or avid personal interest that you want to turn into a highly profitable business venture you need to create a marketing strategy that describes exactly how you will do it.
This course guides you with step-by-step instructions to use your existing knowledge and experience to describe each key element of a powerful marketing strategy that will help you attract and successfully sell a continuous stream of customers.
The course is organized into six learning units:
1. Describe your business goals.
2. Find a problem you can solve.
3. Make sure your solution is superior.
4. Describe your desired customers.
5. Craft a compelling selling story.
6. Tell them what to do next.
In each learning unit you're guided by a how-to video and downloadable planning worksheet.
With concentrated work, you can craft a powerful Marketing Plan in less than two weeks.
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|Section 1: Welcome to the Course|
Jeff Williams draws upon his 40+ years of experience in creating highly profitable marketing plans to guide you through his proven 6-step marketing plan creation process. In this course you will learn the critical importance of a well thought-out marketing plan to the success of your business. And you will use downloadable planning worksheets for each of six planning tasks to quickly and professionally create a smart and compelling marketing strategy and action plan.
|Section 2: What is Marketing?|
Learn the practical meaning for the word marketing and how critically important smart marketing is to the success of your business.
|Section 3: Create Your Marketing Plan - In Six Steps|
Your marketing plan connects your personal mission and ambition to a particular demand in the marketplace. It is very important that you frequently gauge how well you are proceeding toward fulfilling your business mission. In this planning task, you will be guided to describe both a "dollar and cents" goal and important non-financial goals for your first year in business.
Consumers and businesses will gladly pay for a solution to an important problem. In this planning task, you use your knowledge and experience to identify a particular problem that potential buyers feel is very important; and a problem that you feel especially capable of solving.
Almost all purchases are made after some sort of comparison has been made. In this planning task, you will learn how to evaluate your chosen solution relative to the motivations and needs of your customers, and in comparison with solutions being offered by your close competitors.
Believe it or not, there many more prospective buyers of your solution than you can possibly handle on your own. In this planning task, you learn how to use characteristics of prospective customers to narrow your focus on a small, but profitable group of potential customers.
It's all well and good to have drafted a comprehensive marketing plan, but when it comes time to communicate your special selling message you need to really fine-tune your wording. In some cases, you will have less than one minute to explain what your company offers and why anyone should care. This is done via your selling story.
Once you have attracted a group of interested, motivated potential buyers for your product or service, you need to write a short passage of text that instructs them on what they should do next. In marketing jargon this is known as your "call to action".
I hold a BS in Commerce from the McIntire School at the University of Virginia.
I hold an MBA in marketing from Northwestern University's Kellogg School.
I have 20 years of corporate experience in sales and marketing for Corning, Sears and Rand McNally.
I have taught marketing planning courses at several Chicago area colleges and universities, including Northwestern, Roosevelt and Elmhurst College.
I am a nationally-known business start-up coach and I have guided more than 4,000 individuals through our business start-up process over the past twenty-six years.
I am Chief Coach for Bizstarters, which was selected by the editors of Kiplinger's Personal Finance magazine as "The Best Entrepreneurial Guide Website".
I have authored eleven books, workbooks and guides and in June 2014 launched the Start Your Business NOW! E-Course.