The Modern Marketing Plan

Let's talk about making a marketing plan for today's world. We all need a good plan, especially now. I've already written about who we should be marketing to and the difference we want to make. We've looked at things like who your customers are, what they believe, and how they see the world. We've also talked about how to position your product or service in the market. It's important to remind people about your product, but for that, you need a solid plan.

The problem is, most marketing plans aren't great. They're not great because they often come from two places. First, there's the idea that 'I have a great idea, and I'll just make a plan that makes it sound even bigger.' This is like putting the cart before the horse. Second, people make plans defensively. They think, 'If I write down my plan and it doesn't work, I'll be in trouble.'

So, what happens most of the time? People just wing it. They start by falling in love with their own idea and then try to get others to love it too.

About some time ago, I wrote a blog post about modern business planning. I shared a five-step process there. Now, I want to apply some of those ideas to talk about a modern marketing plan.

The main thing about this plan is it's for helping you think. It's not just to convince someone to invest in your idea. It's about making the tough decisions early on. It's also to remind you that there are many ways to market something, and you're choosing one. Is it the right choice? This is a good time to think about that. You decide who your audience is and the change you want to bring.

To catch you up, modern marketing is all about empathy, humility, and effectiveness. Empathy means understanding that you're doing this for other people and seeing things from their point of view. Humility means knowing that you can't just grab people's attention; you have to earn it. Effectiveness is about doing things that actually work and changing your approach if they don't.

Now, let's start making this marketing plan. It won't be quick, but we're going to start today to help you see what's ahead.

Part One: The Truth

The first step in our marketing plan is to identify 'The Truth' – these are facts about the world that everyone can agree on. They are undeniable truths that help build the foundation of your plan. For example, it's a fact that there are more than 60,000 surgeons in the United Kingdom. Or, teenagers spend more than seven hours a day on their smartphones. These are solid facts that you can use to understand the people you want to reach.

The next step is to make 'Assertions'. These are different from truths because they are things you believe might be true but haven't proven yet. For example, you might think that many of those surgeons would pay for a device that saves them an hour in surgery. This isn't a fact yet, but it's something you can test to see if you're right.

Then, think about 'Alternatives'. What will you do if your assumptions are wrong? It's not good to think there's only one way to do things. We can't know everything about the future, so it's important to have a plan B. If what you thought would happen doesn't happen, what's your next move? Planning for alternatives shows that you're thinking strategically.

Finally, consider two more things: 'People' and 'Money'. Who are the people with the expertise, passion, and talent who will help you? And how much will all of this cost?

While focusing on these five points, we'll also leave room for more details, like your full plan, timeline, the media you'll use, the stories you'll tell, and the partners you'll work with. But for now, let's concentrate on these five core elements.

So, start by listing the truths about the world as it relates to your market. What do people already do? Who are they? Then, make assertions about how your presence will change things. Think about your plan B for alternatives. This way, we can see your understanding, humility, and strategic thinking. Finally, think about the people and the money involved.

If you've been thinking about marketing for a long time, you might write a lot about this quickly. But if this is new to you, taking the time to work through this process will be valuable.

Remember, this exercise is not just about creating a document; it's about developing a deep understanding of your market and how you can effectively engage with it. The time and thought you invest in this process will be instrumental in guiding your marketing efforts.