Marketing strategies come after the objectives and vision
and mission statement and before the action plan and tasks.
The marketing strategy is how you are going to carry out the
Tasks contain the detail. Tasks are what you want to list
and keep track of in your day timer system not your
marketing plan. Whether that is in Outlook, a Franklin-type
system, or in your electronic appointment system like a Palm
Pilot. It doesn’t matter if you prefer to start with a task
and work your way up into the objective or work from the
objective down. Both should accomplish the same result.
After creating the objectives, and making sure they are
S.M.A.R.T. (specific, measurable, action-oriented and
achievable, realistic, and timely), focus on one and
progress to the Action Plan and Tasks. Completing one at a
time in this manner will expose any gaps or duplicates.
Occasionally, there may be several strategies to one
objective or several objectives for one strategy. If this
occurs look for duplicates. Duplicates say the same thing
in different words. This review will keep the plan clear
In my consultant role, I consistently see two mistakes made
during the strategy clarification process. Keep these in
mind as you define yours:
1. Timeframe not considered or matched so that it can
deliver the results desired.
2. Choosing what is comfortable but doesn’t reach a large
enough profitable target market.
Strategies need to be designated as short-term, medium-term,
or long-term. The length of time for each depends on the
business focus, market, and its maturity stage. For a new
business owner, maybe all you can handle is a 3-month plan
— short term. Whereas an established business may state
theirs in longer times: short-term 1 year, medium 3 years,
and long-term 5 years. A mature business may be 3, 5 and
Operating in a 30-day vacuum for too long creates flash
fires that consistently need to be distinguished. When
this occurs the business is running you. At day 31 it’s a
scramble to create the next 30-day plan and the cycle
repeats. After so many of these cycles even the most
patient person will give up on planning.
Balance for a new business will have more short-term
objectives and strategies and less medium and long-term.
This normally occurs because testing and finding what works
is still a big part of their process and the marketing
system is still in flux.
Balance for an established business (5-10 years) would have
more objectives and strategies under medium-term. Whereas a
mature business (ten years up) would be striving for more
smoothness in their long-term strategies except for new
product or service development which begins its heaviest set
of strategies in the short-term.
Choosing the right strategy isn’t always about setting a
strategy comfortable for the solopreneur. The correct
strategy is one that is right for the prospects. The best
one delivers the results desired. Normally, one that
reaches the market in the fastest and easiest manner using
the least amount of resources.
I hear comments from solopreneurs like this: “I don’t like
to do that.” “I simple can’t possibly do that.” “I refuse
to do that.” “I don’t have the time.” This closed mind
just because its uncomfortable is their saboteur to success.
Afterwards they justify it with, “Money isn’t everything.”
They logically know that its natural to justify any decision
we make but they don’t see the connection. Some figure
this out years later, others never get it and go out of
business, and others finally get themselves to that
The perfect strategy services both the comfort level and the
broadest market possible so it may deliver the desired
Don’t waste time doing what you are comfortable with that
doesn’t reach a profitable enough market. This wastes
valuable and limited resources and creates failure.
Once you incorporate these important features into your
strategy development you will your plan easier to follow and
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