“Adrienne gave me wonderfully fresh ideas for marketing my business at a big conference last Fall. They worked! I got two big clients from it!”

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A Marketing Plan Is Too Much Trouble

by in Business Marketing
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We’re into the fourth quarter, which gets business owners and executives thinking about the year ahead.

This is what I’ve heard for decades at this time of year:  “Next year we have to become more serious about marketing.”  Or, “We really should consider doing a Marketing Plan.”  Of course there are many variations, but you get the idea.

The point is that these and similar comments are noticeably vague.  They’re mere empty words, designed for inaction.  

So . . . let’s eliminate the mystique of Market Planning.


Step 1:  Diagnosis – where are we now, and why? This is the introspective process that everyone ignores.  What is successful, and what needs improvement?

Step 2:  Prognosis – where will we be, if we change nothing? Same issues – good news or not-so good?  What are you going to do about it?

Step 3 – Goals & Objectives – where do we want to be (in 6-12 months)? Three quantifiable Goals, one of which has to address increasing business by referrals.  All Goals have to be quantifiable with timeframes.

Step 4 – Strategy – how are we going to get there (in general)? Limit yourself to three strategies and work them well.

Step 5 – Tactics – how are we going to get there (specifically)? Each strategy you select needs tactical support.  Details, please.

Step 6 – Control – how are we doing? Quarterly, evaluate how close you came to your goals.  Some goals are now business as usual?  Replace them with other measurable, time-specific goals.

There’s your basic Marketing Plan.  For more information, go to Udemy.com and sign up for my course, “Easy Market Planning” (which includes the e-book version of our workbook, “The Do-able Marketing Plan”) or go to our website for information on our “10-Minute Marketing Plan” program (which includes six hours of my direction and handholding). 

It’s about time your business had some easy guidelines, so you can watch in amazement at what a Marketing Plan can do for your business success!


Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.

Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.