1. PREPARATION

First comes your marketing strategy preparation.

• Alignment with Corporate Strategy
• Objectives
• Money
• Assets
• Partners
• Character and Story Line
• Pre-sell Pills

Corporate Strategy

If you are working within a corporate environment, or want to know what the guys in the suits do, check out the page on Corporate Strategy.  It helps the Marketer and Copywriter understand the broader picture for each marketing campaign.

Objectives

What is the ideal outcome of each of your marketing campaigns?

Is it new customer acquisition? Is it back-end funnel profits? Is it opt-in generation? Is it grass roots networking?

What is the objective of the project?

Money

Are there financial targets for this particular marketing project? If so, what are they exactly?

Assets

What assets do you already have that can be used for this marketing project?

Do you already have articles written, pdf reports created, videos made, podcasts available, etc. that can be used as products, bonuses, or Pre-sell Pills (see below)?

What resources do you have that can be leveraged for increasing the ROI of this particular marketing project?

Partners

What possible Joint Venture Partners are there that you could leverage a deal with to help with the campaign?

Industry contacts that would offer your Pre-Sell Pills to their database. Affiliates that would join and promote your product. Bloggers that would sing your wares from their rooftops. Subject matter experts that would help you create products or pre-sell pills for a flat fee or royalty.

Who could you contact to become Partners for some aspect of your marketing project?

Characters and Story Line

What is the background story to the marketing campaign? If you want to sell a big ticket back-end product, what is the history of its development? Where did it come from? How did you create it?

What are your (or the products personality) beliefs and values. What do they stand for? What's important to the character of the story behind the product (hint: they should reflect the beliefs and values of the target audience).

Pre-sell Pills

What enticing valuable information can you provide to attract people to check out your offer, before you hit them with the full scale sales promotion.

I call these pre-sell pills. Before the sale you need to make a pre-sale. Establish credibility. Get the prospect excited about your upcoming product. The word 'pill' suggests making these things 'easy to swallow'. Small bite size pieces that move the prospect towards accepting the validity of your full product offer.

You could select some pre-sell pills from existing assets that you've got. Perhaps you have several cool articles about the marketing campaigns topic that you can combine and edit into a special features report or whitepaper to give away on an opt-in landing page.

Here's how to get me to do your Aggressive Marketing Preparation FOR you or with your team.

Beyond Aggressive Preparation:

Once you have organized your plan according to the categories above, you will be ready to move on to the 2nd aspect of the Aggressive Marketing Mix - Researching your market, niche, and prospect.