Marketing is one of those subjects that can be discussed at the “inch deep/mile wide” or “mile deep/inch wide” levels with reasonable efficacy. This will be one of the inch deep/mile wide versions.
In this post I am breaking marketing down into four questions that lead to action by you the marketer.

1. What are the target markets?
Look at what you are trying to sell and match that to the markets that have the greatest potential to produce customers. Using the shotgun or “if I build it they will come” approach is a waste of time and money. Instead target those markets where you could have a productive conversation about your product or service.

2. Who are the players/mavens in the target markets?
Once you know what markets to target, research is needed to determine who the players and mavens are in each market. This would include what associations, network groups, etc. operate there? Google is a great place to start. To be successful you need the name and contact information for high potential individuals and organizations.

3. Build a collaterals tool set.
Some may call this a Press Kit or Marketing Kit. No matter what the name, it is simply a set of documents, mailers, email templates, and ticklers that you can give to potential customers.
The kit can either be generic enough to fit all needed markets or adaptable for specific markets. This decision is really product or service specific, with an eye on what will catch the attention of prospects in the specific market. I would recommend:
• A one page value proposition piece that is glossy on heavy stock. The template for this can also be an email piece.
• You and your business’s resume. This needs to be professionally done on good stock. Not fancy, but solidly professional.
• A document containing reviews and testimonials.
• A tickler that is useful to your prospect after you leave. Ink pens and note pads are good.
• A document that describes specifically how your product or service can be of value to the prospect.

4. Delivery
You only get one chance to make a good impression. Don’t waste it by not being prepared. You need to look like your prospect’s vision of professionalism, understand your prospect’s business and why your product or service is valuable to them, and don’t try to sell them anything…Yep, that’s what I said. No one likes to be sold, but everyone likes to buy. With that knowledge in mind, seek to help your prospect and the sale will come.