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Support
How to Plan Out Your
Entire 2013 For
Fantastic Marketing,
Sales and Profits!
January 4, 2013
Hello,
Marlon here.
This issue is about getting off to a roaring 2013 through PLANNING your
year!
Before I get started, if you’re an AFFILIATE, thank God Lorraine is back
Sunday night!
She is gonna run the commissions I’m 4 or 5 days behind on because I was
scared of mucking up Infusion’s calculations.
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Also, I *think* Lisa will be back doing affiliate approvals next week. She
was out for the holidays. If you’ve applied for the affiliate program
recently, I’m waitin’ for her to be back in the saddle to do ‘em.
Support: If you have an unresolved issue, I’ve tried to handle them but if I
overlooked YOURS please post again to getyoursupport.com.
FACEBOOK training buyers: I have a DIRECT hook up at Facebook. If you
have $1500 to spend in the next 30 days, I can get you hooked up
DIRECTLY with not just an account rep but training from the horse’s
mouth. If you got a budget and want personal account help for 30 days at
no extra costs, post to getyoursupport.com.
I’ll have my staff back next week so we’ll be back on track. FINALLY!
Here’s the basic planning template:
Let’s walk through it step by step:
You START with your core values.
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If you’ve read Rockefeller Habits, or Steven Covey, then you understand the
core values.
What are the core values you want to live your year by as far as your
business?
I might suggest a few:
Learning: Always be learning.
Focus 2 result: This means that you focus on a project all the way
through to a result. It can be a go or a no-go. But don’t leave it half DONE.
Get ‘er done.
You could also just call that “Get Dones.”
No obstacles: This is another way of stating “get dones. So you would
want to use one or the other, but probably not both.
Money is in the list: This is a core belief but the VALUE would be
valuing the list.
Go For It: This would be a core value. That you want to actually go for it
and not just sit on the sidelines dreaming.
You can dream up your own values. I’m just giving you a few examples.
What values would help you ELEVATE your activity, success and
satisfaction this year as far as your business?
>> PURPOSE <<
The next thing is to define your PURPOSE.
If you’re just starting out, then take a stab at it. WHY are you in business?
NOT from YOUR standpoint but what will you do for your CUSTOMERS?
How will you help make their lives faster, simpler or easier?
I give an example for me on “spreading the word about the Gospel of
Internet Marketing.”
>> CORE COMPETENCIES<<
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What do you have to be GOOD AT in order to fulfill your purpose and your
Brand Promise?
Your brand promise is what are you PROMISING to do for customers
overall?
Each product you do has a PROMISE. But so does your overall business.
My unifying theme for example is “The King of Step-By-Step” Internet
marketing.
That’s my brand promise. Nearly everything I do is step by step.
Now in order to do THAT, I have to be good at certain things.
1. Breaking processes down into steps
2. Creating and selling dashboards
3. Creating, selling and providing step-by-step training
The REASON you want to spell this out is it helps you think through what
you have to DO in order to deliver your PROMISE as effectively as you can
to customers.
In the OLD DAYS Dominoes Pizza had this promise which was also a USP
of “Your pizza delivered in 30 minutes or it’s free.”
In order to deliver that PROMISE, they had to be able to do certain things:
a. Create pizza fast
b. Get their drivers to deliver it fast
c. Get it there hot
In the example I have the promise as “You get results or your money back.”
In order to make that promise you need certain capabilities.
For example, things that are good enough customers don’t WANT their
money back!
>> SWOT <<
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The next one is your SWOT.
What are your strengths, weaknesses, opportunities and threats.
This is a good one to do once a year. You want to use your STRENGTHS to
take advantage of your OPPORTUNITIES and to minimize your THREATS.
You want to grow your weak points.
Now, in the OLD DAYS people would say focus on your strengths. BUT the
whole entire Mixed Martial Arts business has proven that weaknesses will
cause you to LOSE!
MMA fighters for example who can box fantastic but can’t wrestle lost their
fights in about 1 round or less!
And they don’t start WINNING until they fix their weakness.
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Of course, in business, we have the luxury of designing the GAME we’re
playing to NOT NEED skills in our weakness category.
Or a lot of times we do.
For example, my strength is copywriting and my weakness is verbal selling.
So I don’t do a lot of “pitch” webinars. Having said that, it costs me quite a
bit of money and it might be something I work on in 2013.
>> One Year Goals <<
What are your one year goals?
If you’re new just take a stab at it.
Keep these ATTAINABLE.
If you haven’t made your first dime online, don’t put a million dollars there
unless you have a LOT of business experience in sales and marketing and
fast growth.
But what would make you happy?
>> QUARTERLY GOALS <<
Finally, what are your quarterly goals?
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You can decide what you want to track each quarter like $ sales, # of new
subscribers to your email list, # of new products you launch, # of new
customers, the 90-day $ value of new customers.
You can track whatever is useful to YOU and your business model.
In the model I teach, your new opt ins, # new customers, 90-day $
customers, cost per new customer, # new products you launch. These are
the main things you track.
If you’re strictly following my model you would have affiliate stats in there
like # affiliates active and $ per affiliate average or something like that.
You can FANCY UP your plan if you want.
I didn’t include WHERE subscribers would come from, a TARGET COST or
anything like that.
I didn’t specify what new products I’d be creating.
I could add something onto it like this:
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Then again, adding that onto each quarter might be too much.
You can decide what is helpful and useful for YOU!
Here is the real POINT:
Set GOALS and strive to stay ON TRACK.
For more info on a detailed planning system like above and actual
WORKSHEETS you can download, go to:
http://www.gazelles.com
In the screen cap below you can see there are MANY PDF’s and worksheets
to download and play with.
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If that’s not enough for ya, you can go HERE and download lots more stuff:
http://help.gazellessystems.com/resources.html
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He has QUARTERLY, ANNUAL and all kinds of forms.
Plus, he has built a whole BUSINESS around his GREEN LIGHT software
that businesses use for this kind of planning:
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That has to be some of the coolest goal achievement, status reporting
software I’ve seen! Basically, it’s a scoreboard for employees and such.
You can do a SCOREBOARD for yourself in Excel. But this software sure
looks cool. I don’t think it’s priced for home biz people though. It’s a
corporate type thing. I’d stick to it about 2 days!
Still, it shows how a little CREATIVITY can take a pretty simple process and
turn it into a fantastic business!
Now I’m not gonna sit here and pretend I’ve done it much like this in my
career. I think it’s what works BEST.
In the future depending on how I grow my business, I might hire someone
who is a lot better at linear planning and execution like this than I am. I
think things like this really help employees.
At the same time, I’ve set plans this year that are SIMPLE but I feel very
good about them and I feel the process of thinking through them was quite
useful.
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What I had is SIMPLE.
I have my vision, my first quarter 5 priorities, my values for the year that I
feel give my business an edge, my yearly goals (around 5 things that are
important to me).
I modeled my plans after how he does it in this book, although all the
systems in there for employees is a bit much for my business. Still, I like the
simple ideas.
Gino took some of the same concepts in planning and built his own unique
style around it. I like Gino because he’s SIMPLE. Have a vision, values,
quarterly goals, annual goals. Know your priorities. Keep a simple
scoreboard or metrics.
Just the simple basics that most people don’t do. Even businesses that
know better don’t do.
Here’s another one I’m gonna take a look at:
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Knowing WHAT to do important.
But coming up with a PLAN for the year and FOCUSING on it is critical.
This is why I think the QUARTERLY planning sessions are vital.
Best wishes,
Marlon
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=============================================
MY SPECIAL THANKS TO THE FOLLOWING PEOPLE
WHO HAVE SUPPORTED MY PRODUCTS AND CONCEPTS OVER
THE YEARS:
Allan Gardyne
David Jenyns
Dan Cauthron
Michael Merz
Jason Fladlien
Matt Gill
Kevin Wilke
Dr.Mani Sivasubramanian
Russ Brunson
Tim Castleman
James Jones
Connie Green
Pat O’Bryan
Sean Mize
David Jenyns
Terry Duff
Yanik Silver
David Ledoux
Bill Hibbler
Jim Edwards
Sasi Kumar
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Ewen Chia Ti Wah
Michael Wong
David Vallieres
Titus Hoskins
Michael Paetzold
David DiPietro
Brian Terry
Dan Kelly
Michael Filsaime
Dave Lovelace
Derrick VanDyke
Gary Martin
Melanie Mendelson
Keith Wellman
Joshua Jenkins
Jeremy Burns
Sharlene Raven
Michael Nicholas
Anil Kumar
Joel Comm
Gabor Olah
Craig Haywood
Sterling Valentine
Frederic Patenaude
Jessica Clark
Liz Barton
Roger Hall
Marc Horne
Willie Crawford
Thank all of you. You have my gratitude forever.
Your contributions to my life and my business do
not go unnoticed nor unappreciated.
If we stand tall, it IS because we stand on the shoulders
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of giants who came before us and who gave us a helpful hand.
This poem summarizes everything I am, everything I believe about
marketing and life.
The Road Not Taken
Two roads diverged in a yellow wood,
And sorry I could not travel both
And be one traveler, long I stood
And looked down one as far as I could
To where it bent in the undergrowth;
Then took the other, as just as fair,
And having perhaps the better claim
Because it was grassy and wanted wear,
Though as for that the passing there
Had worn them really about the same,
And both that morning equally lay
In leaves no step had trodden black.
Oh, I marked the first for another day!
Yet knowing how way leads on to way
I doubted if I should ever come back.
I shall be telling this with a sigh
Somewhere ages and ages hence:
Two roads diverged in a wood, and I,
I took the one less traveled by, And that has made all the difference.
Robert Frost
Copyright 2013 Higher Response Marketing Inc.
All rights reserved.