The Guerrillas Marketing Road

When you try to be all things to all people, you end up being nothing.

Every October, more than 1,500 competitors go to Kona, Hawaii, where they face off in the Ironman Triathlon. The contest features a 2.4-mile ocean swim, a grueling 112-mile bike ride, and a punishing 26.2-mile run. Mark Allen, who was dubbed the "World's Fittest Man" by Outside magazine, has won the Ironman an amazing six times, the last at age 37.

Allen credits his extraordinary success to the rigorous, step-by-step training plan he follows. Tb develop that plan, he inventoried his talents and charted a course to perfect his skills for peak performance. He also identified his weaknesses and built them into strengths. He coordinated his training activities into a coherent program and entered practice triathlons to hone his skills.

Consultants should approach marketing in the same way that Mark Allen does training. To attract new business, consultants must continually, not just occasionally, market their services. To market themselves successfully, consultants must also plan, coordinate, and practice.

The core of a consultant's marketing campaign is the one-page marketing plan discussed in Chapter 4. Your one-page plan is the vision for your practice that identifies your target clients, your value to the market, and your marketing strategies. Now it's time to lay out the route you will follow to turn your vision into reality. We call it your Guerrilla Marketing Road Map. The Road Map takes your one-page marketing plan and adds two dimensions to make it real: sequence and timing.

0 0

Post a comment