Writing a Marketing Plan

Your marketing plan, which is a part of your larger comprehensive business plan, is a road map to keep you and your business on track. Your marketing plans and strategies begin forming as soon as you decide on going into business. Writing your marketing plan is a project; revising, updating, and implementing it on an ongoing basis is a process. As time-consuming as it may seem to sit down and write out your marketing plan, the time taken is worth it. Studies have shown that just writing out your marketing plan gives you a 30 percent higher chance of achieving your marketing goals.

As you start to develop and write your marketing plan, ask yourself these important questions:

  • What products and/or services will I offer? Is my product/services mix feasible enough to sustain my business over the long-term?
  • What are the primary features and benefits of my products and/or services?
  • Who are my prospects, and who are my ideal customers/clients? (In these series of posts, I refer to “customers” for retail/product-oriented businesses, and “clients” for service-oriented businesses.
  • What solutions will my prospects and customer/clients be looking to my business to solve for them?
  • Who or what is my competition? How is my competition better than my business? How is my competition worse than my business.

Complete and comprehensive marketing plans have two parts: the informational section and the strategic and tactical course of action.

The informational section is just that—containing the basic information about your company: who you are and why you are in business. This section should also contain what products and/or services you will offer, your long- and short-term goals and objectives, a competitive analysis of the market and your competitors, the costs associated with starting and/or running your business and what measurements you will use to gauge your success.

The strategic and tactical action section of your marketing plan gives the details of the activities you will implement to meet your marketing goals. Here is where you specify what types of advertising and kind of marketing efforts you and your business will be doing and when you will do them. The point is to let your prospects and customers know that you and your business can solve their problems or issues, and also to give them an incentive and a channel to act on your message.

Writing and implementing an effective marketing plan helps the business person to actually figure out a strategy and then make a plan to achieve the stated goals and objectives.

If you need assistance developing and writing a marketing plan for your business, contact the professionals at Writing It Right For You. We know that “It Matters How You Say It!”

This post is a revision of an original post written in 2009 by Pamela Hilliard Owens for Clarity Accounting, now Kashoo Small Business Accounting.

All right or alright

These terms right here, are 100% interchangeable.  It doesn’t actually matter which is used.  Now, your professor/client/general reader may look at you funny if you use ‘all right’ only because it’s outdated.

Here’s an interesting tidbit, according to the “word people” at Webster, the one-word spelling of alright came about 75 YEARS after the original two-word spelling.

Let’s break down each term, starting with the original:

‘All right’ is an adverb that is used to show a continuing conversation.  This is also used as an interjection (fancy interruption in dialogue) in a sentence.  “All right, we can ride one more time.”

Alright can be used as an adverb OR adjective.  Actually, both the single and two word spelling can be used in many different ways.

Something mediocre, “the food was alright/all right, not too bad.”

Something agreeable, “whatever you choose is all right/alright.”

Something or someone’s well being, “The doctor just said they’ll be all right/alright.”

So whichever term you choose is in fact, all right….or alright.

“It Matters How You Say It!”

If you need writing or editing assistance with the very confusing English language rules, contact the professionals at Writing It Right For You. We’re here to help because “It Matters How You Say It”!

Further or Farther?

Further or Farther?

Further and farther could not be closer if they were the same word.  Although these words are interchangeable, they do hold different meanings.

Further means to explain something to a degree or extent and can be used to modify a sentence.  “I was further annoyed by his constant questions.”  Further can also be used to show something in addition to another, here’s an example:

“Further, I do not feel as if he can handle the demands of the task.”

Farther is used to explain a distance or more advanced point.  For instance, “frustrated, he got no farther than chapter 2.”  Now, to show or explain a distance, “he completely forgot his car was parked on the farther side of the parking lot.”

The rule of thumb:

*  Only as adverbs (word describing the verb in a sentence) when used to explain spatial or metaphorical distance, can one stand in for the other.

*  When there is no mention of actual distance FURTHER is used.

These words look alike, sound alike, and can be used collectively.  Funnily enough, both of these words are from the same Etymology (origin) only two centuries apart.  Further is derived from 12th century Middle English.  Farther comes from the Middle English language of the 14th century.

How much closer do they need to be to confuse us 21st century writers?!

If you need writing or editing assistance with the very confusing English language rules, contact the professionals at Writing It Right For You. We’re here to help because “It Matters How You Say It”!