Marketing Plan Template
Directions: Follow the instructions described in each section. Use as much space as needed.
Marketing Goals
Describe in realistic terms your overall goals for your product or service. For instance, describe how many units you want to sell, how much revenue you need to generate, etc.
Product Description
Provide a brief description (100 words or less) of your product or service and the positive results that it can generate for customers.
Biography
Write out your personal or company bio in 150 words or less. In many marketing situations, you won’t get more words than this brief amount. Why are you qualified to sell this product or service?
Background Story
In 500 words or less, explain the background that led you to write your book, create your product, or develop your service. What research did you conduct? What challenges or special circumstances did you overcome?
30–Second Marketing Summary
Consumers buy products based on this single question, “What’s in it for me?” Therefore, summarize the reason why your product or service answers this question in 2 – 3 sentences. Then, list 3 – 5 bulleted statements that explain the specific type of positive results that people will experience. In other words, how does your product improve the condition of the customer?
Summary statement:
• Result 1 -
• Result 2 -
• Result 3 -
Audience Description
Primary Purchasers:
Describe the kind of person who needs your value the MOST. Don’t say your product or service is for everyone. Distinguish the specific problems or felt needs that these people face. Furthermore, describe the emotions they feel. Then, use statistics to estimate the size and demographics of this group, such as age, gender, geographic location, etc. How big is your primary target audience?
Secondary Purchasers:
Describe the kind of person who would be the most interested to buy your product as a gift or resource for someone else. List 2 – 3 types of these purchasers along with any statistics about the size of those groups.
Audience Location
List at least 10 places where your primary target audience congregates in large numbers that you can show up, either online or offline. For example, what websites, blogs, or magazines do they read? What radio or TV programs do they watch? What events do they attend? What organizations do they join as a member? If you need help, conduct research or talk to prospective customers to generate this crucial information.
Sales Handles & Media Angles
Why will people want to buy your product?
List at least 3 clear ways that prove the sales validity of your product. For example, describe success stories you’ve already generated. List any special features about your product that differentiates it from the competition.
Why is yourproduct or service worth discussing in the media?
List at least 3 reasons why a radio or TV producer would want you as a guest on their show. Describe any current trends, headlines, statistics, and felt needs that you can address.
Competitive / Comparative Products
List at least three other books, products, or services that are similar to yours. Include details, such as the title, company, publisher, date released, price, and any sales data you can provide. Briefly explain how your product or service is different without bashing the competition.
Endorsements from Personal & Professional Contacts
List at least 3 – 5 endorsements you have from well-recognized leaders in your field, such as business leaders, celebrities, musicians, pastors, athletes, etc. Keep each endorsement to 2 – 4 sentences. If someone has agreed to give an endorsement that you’re waiting on, list their name.
Specific Marketing Efforts
List at least 10 ways that you specifically plan to market your book, product, or service. Provide details for each point. For example, if you send out newsletters, list the frequency and number of contacts. If you speak, list how many events you already have scheduled. Include all promotional areas, such as contests, media campaigns, advertising, blog tours, direct mail, social media, magazine articles, major alliances, bulk purchases, etc.
Sales Leads and Personal Contacts
Describe all aspects of your current platform that would help create immediate sales, such as a personal database of newsletter subscribers, influential leaders, monthly website visitors, blog visitors, professional affiliations, alliances, personal leadership positions, awards received, past sales history, social networking connections, upcoming speaking calendar, etc.
Marketing Timeline to Reach Target Audience
List specific action steps under each category to show how you intend to connect with your target audience where they congregate in large numbers. Use this section as a timeline to keep your marketing plan on schedule with your intended launch date.
Setup Speaking Events or Trade Shows:(3 – 6 months in advance of your launch date)
Contact Key Alliance Partners and Industry Reviewers:(3 – 6 months in advance)
Pursue Print Media and Magazines: (3 – 6 months in advance)
Pursue National Radio and TV Programs: (60 – 90 days in advance)
Contact Influential Bloggers andArrange Advertising: (Contact 30 – 60 days in advance)
Manage Personal Newsletters, Blogging, and Social Media:(Ongoing activity)
Adopted from Red Rocket