Masonry Magazine November 2003 Page. 36
YOUR 2004
MARKETING
PLAN
ANYONE who has promoted their own business knows successful marketing requires multiple programs and that it is a dynamic operation, consistently changing throughout an organization. You want to be unique in your marketing, particularly when you are trying new approaches to discover what does and does not work. Creativity executed in every aspect of your business will not only keep you happily employed, it will propel you forward to success. Whether you are beginning a new business or expanding an existing one, let's review some of the opportunities we have to use to reach new and repeat clients.
Advertising
ASK YOURSELF, "What are some creative ways I can advertise my business? Where does my target market hang out? What are their buying habits and hobbies?" This helps you identify where they are most likely to see you so you can choose the right advertising opportunity.
Then you have to work on the right message. "How can I grab their attention in six seconds? What action do I want them to take? How many words will it take me to get from one to the other?" If you need to learn how to write good copy that sells, study from the people who have made millions doing just that. For instance, read books by Joe Sugarman and Ted Nicholas.
Traditional advertising options include print ads in magazines and newspapers, TV/radio commercials, signs, brochures,
By Cathy Lee Taylor
Principal, Creative Communications
34 Masonry
November 2003
www.masoncontractors.com