This article is a reprint from John Jantsch’s column at AMEX OPEN Forum from Sep 03, 2009. It’s Duct Tape Marketing straight from the the founder himself and  I thought it was worth passing a long to my readers- it makes some excellent points and is full of great information.

Every business should operate with a set of plans – a plan for the business, a plan for cash, a plan for growth, and certainly a plan for marketing. Opening a business with no plan is kind of like driving somewhere you’ve probably never been without a map or GPS device.

A marketing plan is commonly accepted as standard fare, but still,few businesses operate from any semblance of one. In my experience it’s not because they don’t think they need one, it’s because they’ve either never gotten around to creating one, or worse, they’ve created a marketing plan only to check it off the list and shove it in the bottom of drawer somewhere.

I’ve worked with many small businesses, created many marketing plans, and I can tell you that a big part of the problem is the current plan mindset. Marketing plans are essential mind and stress freeing tools, and you can and should lean very heavily on yours – if you can avoid these marketing planning pitfalls.

1) It’s not about the plan

People think plan and immediately envision the document. (I’ve seen people spend more time making the cover of a marketing plan look pretty than they take to make something meaningful inside.)

It’s a lot like Lance Armstrong’s book title – It’s not about the bike. The plan is a vehicle, but it’s the planning steps, stages, meetings, questions, and inputs (training for Lance) that createmarketing plans that work.

In fact, I’ll go a step further and state that a marketing plan, like a marketing system, is just a start, it’s a systematic marketing planning approach that makes a marketing plan a living tool that can power and guide your business.

To have an effective marketing plan you must have an effective marketing planning process and that, as you’ll discover in the next set of steps, never ends

2) Deal with today’s reality

Almost every business, start-up to mature, wakes up one day and decides to create a marketing plan. What usually occurs is that they create a plan from scratch – as though nothing has occurred in the history of the business to date.

It’s as though the plan architect attempts to simply add on rooms and floors and markets and products without regard for retaining walls, foundations, – maybe even budgets. Anyone who has remodeled (an appropriate analogy I think) knows what a disaster this approach can create.

It’s okay to have a plan that’s a stretch, maybe even taking you in totally new directions, but you’ve got to deal with where you are now and plan transitions that make sense for your culture, customer, and message or you’re destined to fail.

3) Look for the right questions

Everybody wants the magic answers (I’ve written a marketing planning software tool and the #1 request is for sample plans.) The problem with someone else’s answers is they are almost undoubtedly wrong. Throw on top of it that, even if they are right today, they will be wrong tomorrow.

The systematic planning approach suggests that instead of the right answers you should be focused on finding the right questions. Answers, like a system, are rigid. Questions, or a process of using key questions to produce answers, are an approach that will yield the right answers no matter the current circumstances.

Southwest Airlines simply wanted be known as the low-cost airline – period. There’s a well worn story about how Southwest Airlines founder,Herb Kelleher, used to ask his executives when they posed some innovation whether it contributed to Southwest being the low cost carrier or not. If they could answer yes it got looked at, if no, it was scratched from consideration.

4) Simplify meaning

A marketing plan isn’t sufficient unless it starts tilting towards the 50-60 page mark, right? Actually it’s far tougher, but far more useful generally, to create one that stays in the 4-5 page range. That way you might actually do it and potential readers might actually view it.

The quicker a prospect can make an important and meaningful distinction of how your message is different, the easier everyone’s job will be. The only way to do that is to work very, very hard at creating simple, metaphor-like, messages that make it very easy for people to understand instantly what you’re about.

Tear everything in your business to shreds and find ways to tell a very simple marketing story about your products, services, people and processes. Make it so simple that anyone can tell it.

5) Monitor friction

Marketing planning and implementation is mostly about doing the things that slowly build momentum, it’s not about hitting it big next week. When you dig in and look closely at every marketing action, measure specific results of each campaign, landing page, or direct mailing, you can begin to spot the places that are causing friction and thereby slowing momentum.

If you don’t hold every initiative accountable you can’t make your plan work – it’s also a great way to waste a lot of money. Failure to monitor, analyze, and measure marketing actions is the single greatest factor holding businesses back.

If you don’t know what’s working there’s a pretty good bet you don’t know what’s not working either.  

6) Take out the trash

You don’t have to do something just because it’s in the plan. I’ve seen so many businesses so tied to the plan document that they commit time and resources to things that are clearly counterproductive once released into the real market. But, hey, it’s in the plan.

Of course this goes hand in hand with point #5, you’ve got to know what is and is not productive, but once you do, you’ve also got to take the steps to cut your losses.

This one’s a bit tricky because some things don’t work as planned right away. I’ve seen an advertising program bombing until the organization started to receive some favorable press, then all of a sudden, the advertising took hold.

7) Guess again

People don’t want to admit it, certainly consultants don’t, but a marketing plan is a set of guesses, hopefully based on some knowledge, but no matter what, you need to commit to correcting the course.

I suggest that you meet at least every six weeks to renew your questions, assumptions, results, goals and objectives with an eye on using your flexibility to make real time adjustments based on real time results.

The main point is that you commit to a schedule so that your plan never has a chance to decay. There will be things that work better than expected and those that don’t, but having a group, or even all staff, check-in on the marketing twice a quarter you can keep it alive and driving while you make the adjustments to take advantage of new found opportunities.

Marketing planning can be a pretty fun team sport.

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John Jantsch is a veteran marketing coach, award winning blogger and author of Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide.

He is the creator of the Duct Tape Marketing small business marketing system. You can find more information by visiting http://www.ducttapemarketing.com

You may reprint this article in its entirety if you attribute the article to John Jantsch and include the information about the author above.

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I asked Ethan to submit an article for my blog because I think speaking  (i.e. how we business owners and professionals present ourselves)  is a huge part of marketing. In this post Ethan talks about engaging your audience through the use of  “You” vs. “I”. This tactic translates into success in all aspects of marketing: advertising; blogging; social media; networking;  public speaking.  When we put our audience, customer or prospect first we will always be doing what is best for our business.

Put The “YOU” Before The “I” by Ethan Rotman

Work, family, hobbies, vacation, religion, politics, sexuality – what is your favorite thing to talk about? While not everyone will admit it – most people’s choice is themselves. Likewise, the topic we find most interesting to listen to is again, ourselves. 

Use this to your advantage when trying to capture the attention of your audience. Tell them something you know about them, a quality you admire, or an obstacle they have overcome. Cite the good work they have done or acknowledge their efforts – in a sincere and honest manner. Talk about them before you talk about yourself.  

This technique helps grab the audience’s attention and encourages them to listen to you. It is amazing how engaging it is to hear a person talk about us! Many speakers begin by listing their own credentials and experiences – which most audiences find far less interesting.  

Have you ever been in a crowded room full of noise when suddenly you hear one word above the roar – that word is your name? Your ears perk up and you focus on finding out who said it. It is the one topic that we are always interested in hearing about – regardless of our mood or what else is going on.  

In a speech to a group of volunteers, the mayor of a large city began by talking about the importance of volunteerism, the benefits to the volunteer, and the difference in the world these people are making. He could have talked about his efforts spearheading this program or the accomplishments of his administration but instead he spoke to the audience about the audience and in doing so, gained their attention, their support, and their loyalty.  

A great way to grab and hold your audience’s attention is to speak about something near and dear to them. For example, when speaking to a decision making body (such as a city council) –begin by acknowledging the work the council does in creating a better civic life, When speaking to a potential client acknowledge their successes and the challenges they face.

The next time you are getting ready to speak – put “you” into your sentence before you say “I.” It takes effort to do this, almost as if it is unnatural, but you can learn to do this effectively in a short amount of time.

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This is a guest post by Greg Elwell of Zephyr Marketing LLC located in Benicia, CA. Greg blogs on topics involving personal branding and how local businesses can use social media to become more visible, credible and remarkable. He’s @gregelwell and @ZephyrMarketing on Twitter.

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Twitter is a big deal. The Global Language Monitor declared “Twitter” the most popular English word of 2009.  With 75 million users as of January 2010, the 140 character micro-blogging and communications platform has proven its popularity among the followers of big brands like @zappos, personal brands like @APlusK (Ashton Kutcher), and media stalwarts the likes of @CNN.

If you’re a local business in a small town none of the above matters too much. But if you could use Twitter to engage with the 100 to 200 or more Twitter users in and around your marketplace in a way that translates into business value, well that just might get you tweeting.

You may, for example be able to generate greater awareness and find ways to better serve your customers which in turn can lead to increased business by effectively using Twitter.

That’s exactly what a modest, Houston, TX based independent coffee shop called Coffee Groundz did. After trying print ads, radio spots and other forms of traditional advertising (and finding nothing seemed to work), J.R. Cohen, managing partner of the coffee shop started using Twitter in an informal way to interact with friends and customers.

One tweet led to another and it wasn’t terribly long before the word spread and the local @coffeegroundz business was “taking their orders (via Twitter), posting tweets about the local music scene and giving tips on how to make better coffee at home,” according to a Twitter success story published by MarketingProfs.

As of this writing, the @coffegroundz Twitter account has over 9,700 followers and J.R. reported business had increased 20 to 30 percent since using Twitter. The Coffee Groundz case study story is also available online in a free guide provided by Twitter: The Twitter 101 Guide for Business. Also check out the Teusner Wines case study along with others that will give you more insights and ideas on how you can benefit from Twitter.

Taking the example of the Coffee Groundz successful use of Twitter to benefit their business, there are several key ways you too can use Twitter to benefit your local, small-town business:

1. Get connected with local people. When Cohen first started using Twitter he connected with friends and current customers. This shouldn’t be hard for you to do. There are free online tools like TweepSearch (http://tweepsearch.com) or TwitSeeker (http://twitseeker.com) you can use that will search bio’s and location profile settings of users in your city and state. Click to follow them and there’s a good chance they’ll follow you back. Also, be sure to fill out your Twitter profile completely and enter your city and state in the location field – this will aid in helping you be found and followed by others in your vicinity.

 Do a Google search on “find local twitter users” and you’ll find a ton of ideas and tools to help you build your local following. Here’s one from the Mashable site called, “Local Tweets: 9 Ways to Find Twitter Users in Your Town.” 

Tell everyone who does business with you you’re on Twitter and ask them to follow you. Put your Twitter handle (@username) on give-away items, on your business cards and other collateral – just as you do your address and phone number. Put a link to your Twitter page in your email signature. Add a “Follow me on Twitter” link to your website or blog that will take folks to your Twitter page. 

Also, log in to your Twitter account, go to the “Profile” tab and be sure to add the URL to your website or blog. Now, when Twitter users check out your Twitter page they may click the “Web” link to visit your site and check out what you have going on. Consider having a custom landing page on your website or blog that links from the Web URL on your Twitter profile page. Then, when people click on your Twitter Web link they are taken to your landing page and presented with more info about you and what you may offer them through your Twitter activity.

2. Engage with your followers. Please note, I didn’t say, “Start spreading the word about your business deals!” This is the biggest mistake I see twitterers’ doing: A constant barrage of tweets broadcasting information about their business – and little or nothing else.  Start tweeting like you’d chat with others at a cocktail party or networking event. You can’t overly promote yourself – that’s viewed as being rude and self-serving. Instead, share a mix of personal stuff with interesting and helpful information your followers would find interesting and useful.  

Cohen, for example, shared insights on the local music scene and tips on how to make a great cup of coffee at home. Your local followers must get to know, like and trust you before they’ll be receptive to your business info. Remember, Twitter is a “social networking” tool. It’s not a broadcast advertising platform.

Part of engagement is to first listen. Recently, I heard the Maestro of the Vallejo Symphony, David Ramadanoff say, “The first job of the director is to listen.” And here we thought it was all about waving that wand all around! Get on Twitter, spend some time there, and scan the tweets as a conductor would his sheet of music. Listen to what’s being played out in the Twitter stream and then jump in to engage someone in friendly conversation. 

And, as you do listen and engage, like J.R. Cohen at the Coffee Groundz, you’ll discover more ways to meet the needs of your customers than you can possibly imagine. As an example, one of the things Cohen started doing was to take orders via Twitter’s Direct Message feature for people who were running late, or were sitting outside the shop with their dog. “I’ll even bring my customer’s dog a bowl of water,” remarked Cohen. 

3. Use reverse-marketing techniques. By this I mean when you do tweet information about your business, some promotion, special deal, discount, 2-for, or exclusive offer, make it seem like it’s not a direct, in your face marketing pitch. Instead, make it fun, make a game out of it, do it in a soft-sell way.

 Check out the Twitter for Business 101 Guide. Under “best practices” it says, “Think about Twitter as a place to build relationships…Instead of approaching Twitter as a place to broadcast information about your company, think of it as a place to build relationships.”  

Market like Sprinkles Cupcakes (@sprinkles). Every day they send out a tweet something like this: “Super rich! The first 25 people to whisper ‘ganache’ at each Sprinkles receive a free triple chocolate cupcake!” (Granted, they’re not really doing step 2, engaging with their followers in conversation, but they’re connecting with them in a way that is fun and meaningful.) The big idea here is to be creative, experiment, have fun with it and keep the focus on benefiting your followers – not you!

 “My advice to businesses (using Twitter) is to just be yourself. That will take you farther than you could ever imagine.” – J.R. Cohen, Coffee Groundz 

4. Attend or organize a Tweetup. Tweetups are a gathering of people in a local community using Twitter. The common ground is a desire to network offline with others who believe in the power of Twitter to build community and as a social media marketing tool.

 Cohen started hosting tweetups at the Coffee Groundz too. His biggest event was the Obama inauguration organized just 24 hours before the event. According to the MarketingProfs case study: “More than 250 people showed up to drink coffee, nosh on sandwiches and watch history being made.”  

Be on the lookout for a Tweetup coming to your town soon! You can use a free service like MeetUp to find or start a MeetUp/TweetUp event near you. And, here’s information on “HOW TO: Organize a Successful Tweetup” on Mashable.  

So, there are 4 keys to get you and your local business better engaged with using Twitter. Used thoughtfully, Twitter can help build relationships, generate awareness and become a big deal for local businesses, even in a small town.

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