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Charting the Course: Six Steps to a Successful Marketing Strategy

Many companies approach their marketing from a piecemeal perspective—a brochure here, a promotion there, a website over yonder—without a holistic strategy to guide them. But we all know that it's virtually impossible to stay on track without a solid plan to follow, and that no one plan works for every company.

Charting the Course is an intensive six-step program that results in a fully customized marketing strategy to set your company on a course for sustained success. This is a robust program built on readings, exercises, ample feedback and brainstorming, and bi-weekly coaching calls to help everything ‘gel.' It's hard work and a lot of fun with powerful results. Below is an overview of topics:

Essence Messages As a first step we'll define your company, your products and your distinctive selling 'angle,' creating the messages that you'll take to market. The knowledge gained from this step will help us shape many of the steps that follow.

Outcomes By having a powerful grasp of what you are offering the world -- in both a tangible sense (products/services) and an intangible way (your particular effect on people, how you and/or your product makes them feel, etc.) -- you and your employees will be empowered like never before when approaching prospects and responding to potential clients.

Ideal Client We're most effective and energized in what we do when we're working with people who are the 'right fit.' Here we'll develop a comprehensive 'portrait' of your ideal client, aligning values, philosophies, needs and capabilities.

Outcomes This step will give you the tools to attract and retain clients who value you and what you offer.

Know Your Niches In the last step, we identified the ideal clients you'd like to work with. In this one, we'll reach them by defining specific niches and making inroads and points of contact to spread the word at several levels along the way.

Outcomes You will have well-defined niches of prospects that want what you offer and will be creating paths to reach them on an ongoing basis.

Provisioning We'll look at the wide array of promotional provisions available and choose which ones are best suited to your needs and budget. We'll also take stock of what you already have and rate each element's effectiveness and appropriateness to your essence.

Outcomes To know which provisions you will use to reach your market, and which of your current marketing and promotional materials you will keep, which you'll adjust and which you'll toss.

Plotting the Course Now is the time to create intermediate steps to your goals and assign the actions that fall beneath.

Outcomes To have a detailed plan of action and timeline for the next 12 months.

Launch Our last step puts everything into action for a ‘launch' promotion to send you off with a surge.

Outcomes To gain experience in creating synergy with all that you created in the program and begin with a bang.

Details: The program normally takes 12-15 weeks from start to finish, depending upon your time constraints. Additional and follow-up coaching and consulting is available at our hourly rate. Contact Lia Huber at lia@liahuber.com or 707-433-6148 to start charting your course!

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