The usual complaint from companies is that Marketing simply does notyield as expected. So much effort, time, and money goes intocampaigns, and yet the frustrations persist: Why aren't sales up? Whyare we not growing? And the truth, sadly enough, is that no one canreally pinpoint what is working well, and what simply is not producinganything (and costing the company!).

As with anything else, preparation is key. Without laying a foundation forsuccess, success will not magically appear.

Strategizing

Strategy comes first, allowing you to determine your goals and whatactions you will need to take accordingly. Once strategy is firmly inplace, you will have the language at your disposal for allcommunications with your target audience.

Here are important areas to define:

1. Identify who you are, your values, what you stand for

2. Have a clear vision for where your company is headed, a missionstatement to live by

3. Be sure you understand your product and/or service well

4. Always know your audience inside and out

5. Dissect in great detail what the benefits of your product/service are

Note that going through this process is crucial whether you have been inbusiness for a day or for a decade! And it is important to review theseareas periodically, at least once a year. In doing so, you continuallyhave a good grasp of who you are and what your purpose is as acompany.

Your overall strategy unfolds from the above answers and statements.Before diving into the gameplan, answer the following questions, whichwill help define the direction you will take in the years to come:

1. Where do we want to be as a company in a year? What does it lookand feel like?

2. How about in five years?

3. Ten years?

Be detailed. Don't hold back as you define every aspect of yourorganization, and how you will interface with all those around you:management, employees, clients, and vendors. The thought precedesthe event, therefore start by painting the picture, and its realization willhappen naturally.

The gameplan

This is the fun part, the actual gears of your money-making machine. Irecommend that you use a calendar approach, either via software, orthrough a wall-sized calendar that everyone can write on and referenceeasily.

The calendar becomes your week-by-week or month-by-monthroadmap for what you will be doing to reach your audience-thegameplan itself that will keep you focused on your goals. By knowingwhat is coming up well in advance, you will be able to plan accordinglyand execute successfully.

The purchase rarely happens right away, and it is therefore crucial tostay in touch with potential customers consistently over the long-term.This will gradually convince them that you are the company of choice,and allow them to overcome their fears and objections. Cutting throughthe clutter of SPAM and regular mail, billboards, radio, and TV-just toname a few-takes time. You need to stand out and have somethinguseful to say.

To establish expertise and win audiences over, try these ideas:

1. A letter announcing an upcoming event. Hold a special event(presentation, seminar) and make a big deal about it.

2. A follow-up call on the letter. This is different than cold-calling, as youare specifically referencing this special event, of potential interest to thattargeted individual.

3. The actual event. Whether showcasing some product, covering someaspect of investing, health-related matters-this brings you face-to-facewith your audience, allowing for unparalleled interaction.

4. A document follow-up to that event. You might choose to makeavailable information from the event, for those who were not able toattend. More educational material to draw them closer to you.

5. A case study or useful article that is mailed out. Not written about you,but about a topic relating to your business or industry. The case study isa powerful tool for discussing how you solved a customer's problems,and can include testimonials that are worth gold.

6. An email announcement. Something useful that you recommend thatcould be of benefit to your audience. Only to those who have opted in, ofcourse.

Bottom line: do not bore or annoy your audience! Give them educationaland interesting materials without actually selling (the beauty and powerof successful Marketing). You will be educating them towards the timewhen they choose to purchase from you-and there is nothing likeworking with a customer who already knows all about you and what youdo?

Josh Barinstein is President of Red Frog, Inc., the Portland, Oregon adagency that provides worry-free experiences and powerful results in theareas of Marketing, Print design, Web/CD-ROM development, andVideo production.

Learn more at http://www.RedFrogInc.com or by calling 888-955-0550.

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