THE KEYSTONE OF A MARKETING PLAN

This week's poll question:?

#5 of 11 … Which of these ingredients is the keystone to your marketing plan?

·???? Definition of your ideal client

·???? Your value proposition

·???? Size of market potential

·???? Your sales copy

?

The term "keystone" generally refers to a central, pivotal, or foundational element upon which other elements depend or around which they are organized.

In this case, by a narrow margin, the keystone to a marketing plan is the definition of the ideal client.

In my discussions with entrepreneurs and marketing pros, I’ve heard comments like

... the value proposition must be focused on the client

... you must know the buyer in order to make a sale and to get their attention.

... marketing is all about the target market

... align your messaging with your audience

... if I don't know the buyer, I am simply hoping someone will come.

These comments confirm that the value proposition, which is the basis for our messaging, is very much based on the audience. Thus, in the world of keystones, the value proposition depends on the desired audience.

Yes. Good. Fine. And well.

But.

If we are starting a new business, what is our motivation? Arguably we have choices. Why do we choose* the business we choose?

Usually, because it appeals to us. It allows us to use our skills and talents. It is something we are passionate about. It is the work that we get to do and the value we get to deliver.

We are intrigued with both the value proposition and the client we get to serve.

I agree that the keystone turns out to be the ideal client, but it is the value proposition that is instrumental in our decision to start a business.

AND ONE THING MORE

Can you write a Marketing plan without knowing who the buyer might be?

??

?This is question 5 of an 11 question quiz about business design. If you’d like a copy of the quiz, with answers, please let me know.

*There is another good reason to choose a particular business and that is to make money. Money changes everything. It is related to this poll question and it is worthy of its own poll question. More to come.