2010 Marketing Mentor MKT Plan and Calendar Beginners

Marketing Plan
STEP-BY-STEP MARKETING MACHINE
THE CREATIVE PROFESSIONALS
+calendar
2010
BEGINNER PLAN
Marketing Plan
STEP-BY-STEP MARKETING MACHINE
THE CREATIVE PROFESSIONALS
+calendar
2010
BEGINNER PLAN
CREATEd BY:
Ilise Benun and Peleg Top

With special thanks to deidre Rienzo
Copyright 2009-2010 Marketing Mentor, Ilise Benun. You may use this document for your own purposes, but please do not share it with others. They can purchase their own at the www.marketing-mentor-store.com
How to use your Marketing Plan & calendar
You have so many options when it comes to marketing your business that its easy to get overwhelmed. Which tools should you use? How often? When is the best time to make phone calls? Whens best to email? Should you be blogging? How many networking events should you attend each month? And how the heck will you fit social networking in? These and many more are the questions youve probably been asking yourself. Whether you are new to marketing, or you already have some marketing in place, you probably realize by now that marketing is essential to the success of your business. After all, without marketing, how will it thrive? The answers are in your marketing plan. You need a plan that is not just in your head, but on papera plan that will guide you through a year of marketing, one day at a time, breaking out all the steps to follow. You need a system in place, a process for contacting, mailing, following up with both new and existing clients. Its all about preparation and, as Edna E Mode in Disneys The Incredibles, said, Luck favors the prepared. Without a plan, youll be haphazard in your efforts, and those efforts will yield spotty results, at best. Without a plan, the Feast or Famine Syndrome is always right around the bend. (Maybe youve already been there.)
But what if you dont have a Marketing Plan? Or, worse yet, what if you dont know how to create one? You hold in your hands the solution: the 2010 Grow Your Business Marketing Plan + Calendar. This combination Marketing Plan + Calendar will guide you through the important basics of marketing that will work for your business in the year ahead. The calendar can be easily tailored specifically to your needs, and will result in a functional marketing machine that will attract new clients on an ongoing basis and keep your pipeline full. By working with this marketing plan, youll be surprised at what you can accomplish in 12 months. Your business will grow, you will gain new clients, you will make more money, and you will learn tools and strategies that will benefit your success and profit for years to come. Read this how-to article more than once, maybe even monthly over the course of the year. Youll be surprised at the new ideas that pop into your head with some marketing experience under your belt. Lets get started. Goals for the Year Ahead List here 3-5 specific, quantifiable goals youd like to reach this year. Make sure theyre quantifiable, or else you wont be able to tell whether youve actually reached them. So instead of get new clients, write get 5 new clients in the travel industry. Make sense? 1. 2. 3. 4. 5. How Much Marketing Should You Do? This is a good question. First, know that the majority of your marketing will take more time and effort than actual dollars, especially for those using the Beginner calendar. Its most important to get the basic structure of marketing in place, to set aside time for it, and to follow your marketing plan + calendar.
Ideally, you should be investing 510% of your pre-tax annual revenue back into your marketing and 1020% of your time for business development.
Start with a revenue goal for the year. Well use the example of $100,000 in gross revenues. If your average project fee is $10,000, its easy to figure out that you need 10 projects at $10,000 to achieve your goal; half of those projects could come from past or current clients and half could come from new clients. So, keeping in mind that not all proposals convert to actual projects, how many proposals do you need to submit in order to yield those 10 projects? Then, how many prospects do you need in order to yield X proposals? And how do you break down your marketing tools and tasks in order to get X prospects in your pipeline each month? How many prospects do you need to call and how many events do you need to attend in order to reach the prospects who ask you to submit X proposals? Veterans should be able to figure this out based on past history; those just starting out will take the year to figure this out but should start with an educated guess based on what is physically possible. Building Your Marketing Machinethe engine of your system Every successful business needs a strong marketing machine. A marketing machine is a well-oiled system designed to get you the clients and the projects you want. Once you put it in place, all you have to do is keep it going and the prospects will start coming. A marketing machine is made up of 3 things: a singular focus on a market, 35 carefully chosen marketing tools that work well together and the attention of one person to keep the machine going. First: Choose Your Market Your marketing machine needs a focus on one market. That doesnt mean you will only work in one market or one industry. You are free to take any work you want. But for the purposes of proactive marketing and to streamline your efforts, you must be efficient with your time and money. Thats why its best to start with one market, get the ball rolling, then add additional markets later. Using a variety of marketing tools within a single market means that your prospects will see your message in more than one placeat a trade show, in a publication they read, in their inbox, in the mailbox, on an industry blogand through repetition it will have a much stronger impact. When it comes to choosing a market, start with what you know. A marketing machine built on past experience will yield clients more quickly than one you build from scratch.
Look first at the industries youve served in the past. For example, if you worked in automotive, you can make a strong case for your experience within that industry or, if thats a conflict, you can approach the automotive accessory industry or the aftermarket. Because youre already familiar with the needs of these markets, youll build your marketing machine on a foundation of confidence, credibility and samples to show prospective clients. If you love housewares or travel and want to work in those industries but have no experience, keep in mind that it will take longer to build the machine: to make the connections, to create the work, to show that you can do it, to get the jobs. Which markets make the most sense for you? List a few possibilities if youre not sure:
Qualify Your Market Before you begin your outreach, make sure the market youve chosen is fertile ground for your services. To qualify the market, do some research on the Internet or attend events where you can get answers to these questions: 1. What is the current state of this market? If it isnt in a growth mode, this may not be a good time to get in.
2. What is the size and type of projects available from this market? Determine if youre able to handle them profitably and if you would enjoy the work.
3. Are other service providers like you already working in this market? If the answer is no, theres usually a good reason. The market may be unwilling to pay for these services, or may not perceive a need for them. If they dont perceive the need, dont waste your time trying to convince them. Instead, choose a market that understands the value of your service and is willing to pay for it.
Your Marketing Plan Youve done your research, youve narrowed your options and youve finally chosen your market. Now what? Its time to find the actual peopleto put names, phone numbers, email addresses, and eventually faces, to your potential clientsto make them real and to reach out to them. Its time to implement your marketing tools. The 5 Essential Marketing Tools This marketing plan + calendar focuses on 5 essential marketing tools (most of which cost more time than money) that, when integrated, will bring you into contact with your ideal clients and will fuel your marketing machine. They are: 1. 2. 3. 4. 5. Networking (in person and online) Research Calling Email Marketing Marketing-smart Web site Printed materials and samples
For 2010, we have also added a few online marketing tools that have become popular recently. Depending on your market, they may be a good addition to your plan without too much extra effort. Your initial marketing efforts must include proactively reaching out to the prospects in your chosen market. Both the Beginner Plan and the Advanced Plan integrate all the tools. If your working with the Beginner Plan, you will probably have more time than money. So you will lay the foundation in your chosen target market with more time-intensive tools (networking and research calling); those following the Advanced Plan, who have already set the foundation and who should (ideally) have more money than time, will use more efficient communication tools that reach more people with less effort (email and direct mail). The Advanced Plan goes even further, adding publicity, article writing and speaking to the list of tools. 1. Weekly Networking Meeting your prospects in person is, hands down, one of the best ways to make a strong impression, to find out what they need and get their contact information. And yet, so many people dont want to leave their offices or studios to find the places where their prospects gather.
At the beginning when you have more time than work, you should attend one networking event per week to meet your prospects. Dont rush to join an association or group until youve attended a few meetings and feel confident this is the place to find and get to know your target market. Then, once a member, continue attending meetings but also volunteer to join a project or committee. This level of participation is necessary because it is only by seeing you in action that these prospects will get to know you and your work. Find 2-3 groups or organizations that might suit your networking needs: 1. 2. 3. What About Online Networking? In todays marketplace, online networking is becoming an important tool for small business owners. Its a way to connect with both local and far-flung prospects and colleagues. It can also help you stay abreast of whats going on in your industry. A few online networking sites to consider are Biznik. com, Facebook.com, LinkedIn.com, Twitter.com. There are also blogs, listservs, and discussion boards specific to each market. Your job is to find the ones for the market youre targeting so you can follow and contribute. If nothing else, as an independent professional, you should have a profile on both LinkedIn.com and Biznik.com. Beyond that, how much online networking you do will depend on the degree to which your own prospects are using those tools. If, for example, you are targeting a youth-oriented market, its likely there will be more online activity than another, less online-savvy market (although there are fewer and fewer of those). It is important to get involved in your online networking community, its just a question of how much and that may change from week to week. Either way, its sure to strengthen your business. 2. Daily Research Calls When calling prospects, your first call is actually a research call, not a sales call. Heres what you want to find out: If they have a need for your services With whom you should speak (who makes the decisions) If theyre happy with the resource or company theyre currently working with If not, why not?
Guidelines for simple script for an introductory call Just replace your own specifics in the parentheses and you have your own customized script! 1. Who you are: Hi, this is (your name) and I (write direct response copy). You dont know me but I see your name here in the directory of the (NJ Business Marketing Association). Im a member too. Do you have a moment to chat? Wait for them to give you permission to continue or find out when its best to call back. 2. What you do and what youre trying to find out: I work with (healthcare companies on their direct response marketing). You may not be the right person to speak with but Im wondering if you work with (outside copywriters)? (If not, who does?) Wait for response. If they seem at all positive or open, make your offer to send materials. If they say yes, get their address. Then, make one more offer: 3. Next step: One more thing: We publish a free monthly ezine about (direct response for healthcare companies). Its a great way to stay in touch and Id be happy to add you to the list. The next one will go out soon. Would you like to get that? If so, whats your email address? If you dont get through, yes, you should leave a voice mail message: Hi, Im (your name) and you dont know me but I work with companies like yours (drop names here) on (direct response marketing for healthcare companies). I am trying to find out if you work with (outside copywriters). Heres my phone (your phone number) number and I will try to reach you again. You can also find us online at (spell out your web address here.) And if youre not the right person, Id appreciate it if you point me in the right direction. Thanks so much. 3. Monthly Email Marketing The only way to stay in touch with everyone in your network is with a regular marketing vehiclesomething you do like clockwork, monthly (or at least quarterly), and for which you dont have to reinvent the wheel every time.
An email marketing campaign CAll FIRST OR SEND FIRST? is ideal here. It allows Should you call your prospects before sending you to keep your visibility them something, or send them something and then high, showcase your work, call? A debate rages on this question. There is no right answer, but here are some guidelines: share your knowledge Call firstIf you dont have the name of the person and build credibility, while who buys the services you are selling, always make also spreading the word a research call first to get that information. Youll about your services and never be able to follow up on a letter sent via snail distinguishing you from the mail to a title, like Corporate Marketing Director. competition. Email marketing Call firstIf you do have a contact name but no connection to the person, you should also call first also drives traffic to your web to make sure that person is a qualified prospect for site in a much more reliable your services. If theyre not and you send them an and controllable way than expensive package (or even a simple letter), youve search engines. And best of wasted much more time than you would have spent all, email serves as a prompt making the initial research call. for your recipients. When they Send firstThe only time to send something first is: when you have the name of someone you are get a message from you, it absolutely sure buys your services encourages them to respond. AND Be sure to check out www. you have a fabulous marketing piece that will MyEmma.com as your email really stand out from the clutter marketing system. Its what we use (and love) here at Marketing Mentor. In fact, we love them so much we have a partnership with them that allows you to simply mention Marketing Mentor and you get 20% off everything from Emma. 4. Your Marketing-Smart Website In 2010, to be taken seriously as a business, you must have an online presence, ideally your own web site or blog that provides examples of your work and information about you. Beyond that, a marketing-smart web site is one that allows your prospects to find you easily and realize right away that you can help. That means the homepage conveys this simple message: Are you (this person with (this problem)? If so, we can help. Heres how As for search engine placement, while there are no sure fire ways to get you top placement in the search engines without paying for advertising, there are a few basics to keep in mind that will increase your rankings. The more information you have within your website, the easier it will be for the search engines to find you.
Also, be sure to: 1. Use descriptive text (not just images) throughout your website 2. Have title tags and meta tags in the HTML code that describe your business and include important keywords that prospective clients might search for. 3. Build a links page with relevant links. Exchange links as often as possible with other web sites that serve a similar market and complement your services. 4. Officially submit your website to the search engines. Its free to submit to Google and Yahoo yourself. Submit your website to each search engine individually instead of automatically submitting it to numerous search engines at once. 5. Printed materials or samples Once youve qualified a prospect and established interest, you need something to send when they say, Yes, Id like to know more. You need something to land with a thud on their desk or to leave behind when you meet. They may ask you to send samples or examples via email, which you should definitely do. But even so, be sure to get the physical mailing address and send something they will be able to see more clearly. A tangible, printed brochure or actual samples of something youve written or designed is so much more effective (and less ephemeral) than anything you send via email. They can hold it in their hands, look at it up close and get a much stronger sense of your capabilities, even if what youre offering is web-based. Ongoing Follow Up Statistics vary on how many marketing effortsor touchesit takes to turn a new prospect into a client, but the average is more than 5, sometimes as many as nine. Thats rightyou may need to reach out, 9 times with one tool or another, educating your market about how you can help them, reminding them that you exist, helping them get to know you and building trust, before they sign on the dotted line. Thats why follow up must be the engine of your marketing machine. There are two main types: follow up to the individual prospects who respond to your proactive efforts, and ongoing auto-drip follow up to your network of prospects, clients and referral sources. Both are important.
Email is the ideal follow up tool for individual prospects. After an initial conversation or meeting, make it a point to follow up right away. Build on the momentum of your freshness in their mind by sending an email message in which you thank them for their time and express your eagerness to work together. Briefly reiterate your understanding of their challenge and refer to an experience in your background that shows you are the right resource to help them. If too much time passes before you follow up, sometimes even a day or two, the conversation may slip into the recesses of their mind, or blur with that of others like you, and therefore wont make as strong of an impact. Here is an example of a follow up message sent by cartoonist, Lloyd Dangle, creator of Troubletown, after he met a prospect at the Licensing Show in New York: Subject line: CORPORATE SLIME = CANDY? Dear Steven, No, Im NOT calling YOU corporate slime! Im writing to remind you of the design of a greedy, power-mad suit that you sawand expressed interest inat the Licensing Show. My notes say that your reaction was, YOWEEEE! I could make candy out of that. (I added the YOWEEEE myself; you didnt actually say that.) Im reaching out to you to see if we might make this or another project happen some time soon. I want to pitch you ideas but only in a productive way that suits you. Please let me know which you prefer: Email me samples Mail me samples Call me at around __________ am/pm The time of year we look at designs is: a) anytime, b): ____________ Other: No thanks youre not the kind of SLIME we work with here. Thank you for your time, and keep an eye on your snail mail for something from me soon. Sincerely, Lloyd Dangle
Notice how, in this follow up email message, Dangle reminds his prospect of his interest, expresses his eagerness to work together and then asks how he should stay in touch. Asking a question is a good strategy because it gives your prospect something specific to respond to, rather than the usual, Hope to hear from you How Often Should You Follow Up? The main reason most people fail in the follow up arena is because they give up too soonway too soon. They dont want to be perceived as a pest and therefore stop reaching out. How hard should you push? How many times should you reach out? How often? There are no rules, of course. Everyone has their own preference and you should ask each of your prospects what they prefer. But when in doubt, err on the side of too much contact, rather than too little, because what may feel like a lot to you probably isnt much at all. If you have targeted properly and the people youre calling do buy services like yours, they will expect you to keep in touchsome of them may even want you to. Using The Beginner Plan Whether you are just starting your own full-time business or introducing your services to a brand new market, youll need to spend more time than money on your marketing in order to establish a presence in that market and plant the seeds for your new relationships to grow. In fact, when you dont have many clients, then your work is your marketing. Its what you get up in the morning to do. Its your project when you sit down at your desk. Little by little, as clients start to say yes, some (but certainly not all) marketing activities are replaced by client work. But no matter what size your business, 1020% of your time should be invested in business development. (10% as a minimum when things are busy; 20% when things slow down.) Heres what you need to have in place: Your goals (e.g. $100,000 in gross revenue for the year = 10 X $10,000 projects for 2009) Your target market located through research. Youve found the online and offline publications they read and youve subscribed to them. Youve located trade groups that bring your prospects together in person and/or online.
Basic Marketing Materials. Youve chosen a business name, created your corporate identity and, ideally, launched your web site. You cant do cost effective marketing without systems in place. So before starting your first month, take time to: Create or update your database of prospects, clients, colleagues, vendors and anyone else who needs to know about your work Install contact management software (such as ACT or Daylite or webbased Highrise from 37signals.com) to keep track of your marketing efforts. Since youre getting started in a new market, research calls and networking are the most effective marketing tools to bring you into direct contact with your prospects. When you dont have a lot of samples to show or experience to fall back on, your personal presence will carry a lot of weight. Its essential to make a strong first impression and then build on it by showing how professional and reliable you are. The first 3 months of the year will be spent laying the foundation for your marketing plan, developing the script youll use to introduce yourself to prospects via email and the phone, creating the promotional materials youll send when an interested prospect says, Let me see your stuff. The Beginner Marketing Plan + Calendar will guide you every step of the way to implementing a successful marketing plan for your business. Get Ready, Get Set Organized marketing efforts will ensure that you are more efficient and waste less time in the year ahead. It will help you attract new clients and grow your business, all with a calendar that provides the structure you need. Youve learned a lot already, and remember, this plan + calendar will help make this process extremely easy. All you do is plug in your specifics, then follow the plan. But you must follow the plan. If this plan gets lots in a pile of papers, it wont do you any good. The fact is, with a little structure and some effort, you can implement a winning marketing plan into your business. Your business deserves it, and so do you! Everything you need is right here at your fingertips, and a successful 2009 is on the horizon. Good luck, and happy marketing! And if you need help staying on track, call Marketing Mentor (201) 6530783 or visit us online: www.marketing-mentor.com. Sign up for Quick Tips and Biz Bits for some ongoing motivation, and visit our blog at www.marketingmixblog.com to share your ideas and contributions.
NEED HELP STAYING ON TRACk?

If reading this isnt enough, and youd like some help staying accountable and on track with your marketing, join the Marketing Plan Group, a virtual group mentoring experience that will teach you the 5 most effective and least expensive marketing tools (the ones outlined here in the Marketing Plan + Calendar), while giving you help and support from an expert and your creative colleagues as you build your business. The groups meet via 60-minute conference call every two weeks, with buddy calls on alternate weeks. There is a group starting every month. For details and dates, check: http://www.marketing-mentor.com/html/marketingplangroups.html Read about one participants experiences: http://www.marketingmixblog.com/marketing-plan-group-journal/
HOLIDAY & SEASONAL MARkETING PIECES

Its important to stand out from your competition, and one of the best ways to do that is by catering your marketing pieces to the time of year. Sending out a seasonal piece will be a welcome addition to your clients mailboxand it will stand out from the other mail. It demonstrates that you are current, and that you plan ahead. Many business owners send out holiday cards in December, but not many send a piece for Valentines Day or 4th of July. Its unique, thoughtful, and it will get noticed. Throughout the year you can produce a number of marketing pieces to send to current and potential clients. Take a minute now to fill in the following seasonal promotions into your marketing plan calendar so you can plan for them in advance: o Valentines Day o Saint Patricks Day o Spring o Summer o 4th of July o Autumn o Halloween o Thanksgiving o Winter o December Holidays
And some more obscure (but fun!) holidays that are sure to get your clients attention! o Compliment Day (Jan 24th) o National Tortilla Chip Day (Feb 24th) o Plant a Flower Day (March 12th) o Draw a Picture of a Bird Day (Apr 8th) o Lucky Penny Day (May 23rd) o Take Your Dog to Work Day (June 23rd) o Chocolate Day (July 7th) o Bad Poetry Day (Aug 18th) o International Talk Like a Pirate Day (Sept 19th) o World Smile Day (Oct 7th) o Sandwich Day (Nov 3rd) o National Chocolate Covered Anything Day (Dec 16th)
CHOOSE YOUR OWN ADVENTURE

If you find that youve already completed one of the tasks for a certain month, here are some other marketing tasks that you can do instead. 1. SET UP A BlOG FOR YOUR BUSINESS Not sure if blogging is for you? Check out Ilises article, Should you blog or do email marketing? on Biznik at: http://biznik.com/articles/should-you-doa-blog-or-email-marketing Week 1: Research other blogs. Week 2: Use Wordpress, Blogspot, or Typepad to set up your blog. Week 3: Write and post your first entry. Week 4: Promote the blog via e-mail newsletter, social networking, & add a link from your website.
*If you set up a blog, remember to add blogging to your checklist.
2. CREATE YOUR SOCIAl NETWORkING PROFIlE ON _________________ LinkedIn, Biznik, Twitter and Facebook are all useful social networking websites that can help you get your business out there. But only if youre using them! If youre ready to start social networking, this project is for you. Want to know more about social networking? Take a look at Common Sense Social Media Strategies for Small Businesses, by Shannon Evans, on Biznik at: http://biznik.com/articles/common-sense-social-mediamarketing-strategies-for-small-businesses Week 1: Research the social networking profiles of your competitors. Find out what works and what doesnt. Week 2: Write your profile. Week 3: Post your profile and picture. Week 4: Start growing your network.
3. SEND OUT A SEASONAl MAIlING OR EMAIl Sending out a seasonal piece will be a welcome addition to your clients mailboxand it will stand out from the other mail. Many business owners
send out holiday cards in December, but not many send a piece for Valentines Day or 4th of July. Its unique, thoughtful, and it will get noticed. Not sure which holiday to focus on? Flip back one page for Holiday & Seasonal Marketing ideas. Week 1: Choose your holiday or seasonal mailing. Conceptualize a marketing piece, mailing or email newsletter. Week 2: Create content for seasonal piece. Week 3: Design or Layout seasonal piece. Week 4: Proof, get feedback, (print, if necessary) and send.
RESOURCES
Are you connecting with your clients and prospects in style? Send your email newsletters and tips with Emma and enjoy a 20% discount from your monthly members hip. Use code MM0701 when you sign up and mention Marketing Mentor! And check out their special discount for startups. You may qualify. www.myemma.com You can make a much stronger impression if your prospects actually hear your voice. Thats why we love Audio Acrobat. It lets us record tips and phone calls and make them available on a website or via email. It can do much more, too. Check it out. www.audioacrobat.com We highly recommended web-based software for tracking contacts, leads and customers (from 37signals.com) www.highrisehq.com Online time tracking software, timesheet & time management software. www.functionfox.com For more recommendations, visit our website at: http://www.marketing-mentor.com/html/partners.html
RECOMMENDED READING
1. The Designers Guide To Marketing And Pricing: How To Win Clients And What To Charge Them by Ilise Benun and Peleg Top 2. The Big Book of Self Promotion by Suzanna Mw Stephens 3. Designing for the Greater Good: The Best in Cause-Related Marketing and Nonprofit Design by Peleg Top and Jonathan Cleveland 4. Self-employed Tax Solutions: Quick, Simple, Money-Saving, Audit-Proof Tax and Recordkeeping Basics for the Independent Professional by June Walker 5. The E-Myth Revisited: Why Most Small Businesses Dont Work and What to Do About It by Michael E. Gerber 6. Self-Promotion for the Creative Person: Get the Word Out About Who You Are and What You Do by Lee Silber 7. The Creative Business Guide to Running a Graphic Design Business (Revised) by Cameron S. Foote 8. Never Eat Alone: And Other Secrets to Success, One Relationship at a Time by keith Ferrazzi and Tahl Raz 9. Dont Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve krug 10. The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell For more recommendations, visit our website at: http://www.marketing-mentor.com/html/books.html
NEW IDEAS &
Doodles
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JAN 10
THIS MONTHS FOCUS TIP OF THE MONTH
Get Started! Start your Marketing Machine by choosing a market. Then, start building a database of prospects/clients and familiarize yourself with the resources available through that market. What do they read (blogs, online newsletters, offline publications, etc)? Where do they go? What events can you attend?
WElCOME TO THE NEW YEAR! While you are probably ready to hit the ground running, its also important to have a strong foundation for the year ahead. Heres what we recommend so that 2010 will be as productive as possible: Install time tracking software, such as Timefox to keep track of your actual time spent on jobs (and mention Marketing Mentor for a discount). Create or update your database of prospects, clients, colleagues, vendors and anyone else who needs to stay abreast of what youre doing. Weed out the prospects who no longer fit your criteria for best prospects and take some time to research more who resemble your ideal client profile. Install contact management software such as ACT for PC users, Daylite for Mac users or web-based Highrise to keep track of your marketing efforts.
NOTES & EVENTS TO ATTEND
w w w. m a r k e t i n g - m e n t o r. c o m
THIS WEEk
Choosing Your Market: Identify 3 possible markets before you choose the one youll focus on. Research trade associations for all 3 groups.
WEEkLY CHECkLIST
NETWORkING Attend an event Follow up calls/messages to new contacts Schedule next weeks event YOUR PIPELINE Follow up outstanding proposals Call 2 existing clients to check in
DAILY CHECkLIST
Read industry blogs/sites Post on 1 (or more) industry blog/site Identify 3 new prospects
HOT LEADS AND PROSPECTS
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JAN 2010
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Monday
I DID MY MARKETING TODAY
Tuesday
Wednesday
Thursday
Thank someone!
Friday
THIS WEEk
Choosing Your Market: Find events (conferences, trade shows, local chapter meetings) for all 3 groups.
WEEkLY CHECkLIST
DAILY CHECkLIST
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JAN 2010
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Friday
Monday
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Good job! Reward!
THIS WEEk
Choosing Your Market: Find available list sources and directories for all 3 groups.
WEEkLY CHECkLIST
DAILY CHECkLIST
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February
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JAN 2010
Martin Luther king, Jr. Day
18 19
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Tuesday
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Thank someone!
22
THIS WEEk
Choosing Your Market: Assess all the information youve gathered and, based on which has the most and best resources available, choose one as your target market.
WEEkLY CHECkLIST
DAILY CHECkLIST
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JAN 2010
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Good job! Reward!
MY MONTHLY RECAP
Money Billable hours ____________ Amount billed ____________ __________________ Clients/Prospects Live prospects ___________ New clients ______________ __________________ Proposals Proposals presented _____ Proposals accepted ______ __________________ Cold calling Cold calls made _________ Follow ups made _________ __________________ Newsletter Newsletters sent _________ Subscribers ______________ __________________ Articles Written ___________________ Published ________________ __________________ _______ Other: _____________________ __________________ __________________ _______ _______ _______ _______ Other: _____________________ __________________ __________________ _______ _______ _______ _______ _______
In- person Networking Events attended __________ Follow up calls/emails ____ __________________ Social Networking Updates sent _____________ Responses ________________ Followers/fans ____________ __________________ Blogging Posts written _____________ comments ________________ Visits _____________________ __________________ Website Visits _____________________ __________________ _______ _______ _______ _______
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
GOALS & INTENTIONS FOR NEXT MONTH:
WHEN IS IT TOO LATE TO FOLLOW UP?

The simple answer is: never. Follow up is the key to growing your business. When and how you do it is up to you but you can always do it. Theres no time limit or statute of limitations on follow up. Its better to do sooner rather than later, but its never too late. The amount of time that has passed will simply determine what you say and how you say it. If its been a while, youll need to remind them who you are and what you talked about. For example, if you met someone last month at a luncheon and havent followed up yet, theres no need to feel bad or to apologize. Simply say, I cant believe its already been a month since we met. Im finally catching up on my follow up and wanted to be sure and let you know how much I enjoyed our conversation, etc. Even if you met someone last year, you can still follow up its just that you may need to remind them who you are. Say something like, I just found your card buried under a stack of papers from last year and I hope you remember me. We met at the NIRI Conference and I was wearing the bright orange shirt and we talked about chocolate and the Scarsdale Diet. This is where those notes on the back of the card come in handy, as well as the strategy that has you wearing something unusual that you will be able to refer to perhaps forever (if its unusual enough). And notice that there is no apology anywhere. Unless you promised to get back to them with some information and didnt (in which case, it is appropriate to apologize), you really dont need to say youre sorry. After all, they havent followed up with you either. And even if they have, we are so barraged with messages that people are much more forgiving if one slips through the cracks. Your job in reaching out is to fill in those cracks.
NOTES & IDEAS
NEW IDEAS &
Doodles
February
S M T
Th
7 14 21 28
1 8 15 22
2 9 16 23
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27
FEB 10
CREATE YOUR ONlINE PRESENCE This month you will create online profiles and begin developing your marketingsmart website that focuses on your prospect, ideally those in your chosen target market. Your homepage should convey this message: Are you this person with this problem? If so, we can help. Heres how. (Thanks to The Communicatrix for this fabulous formula.)
YOUR HOMEPAGE IS NOT ABOUT YOU So many homepages we see dont make us want to dig deeper into a web site. Theyre cluttered, text-heavy and they go on and on about the person or the business. Whats wrong with that, you might wonder? Well, they leave out the most important piece of information how the business can help the visitor. We know it seems strange, but dont focus your homepage on you and your services. This is not the place. This can be done a level or two deeper into the site. Focus instead on the visitors problems. Your homepage is where you must make a compelling case for the benefits of choosing you over your competition.
NOTES & EVENTS TO ATTEND THIS MONTH
THIS WEEk
Create Your Online Presence: Create your profile on LinkedIn, Facebook and any other social networking sites that are relevant to your market.
WEEkLY CHECkLIST
DAILY CHECkLIST
February
S M T W Th F S
March
S M T W Th F S
1 7 14 21 28 8 15 22
2 9 16 23
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
2/12/5
FEB 2010
1 2 3 4 5
Monday
Tuesday
Wednesday
Thursday
Thank someone!
Friday
THIS WEEk
Create Your Online Presence: Research other web sites and analyze what works and what doesnt for each. Then decide which ones to use as models for your own. Then, outline the pages you will have on your site.
WEEkLY CHECkLIST
DAILY CHECkLIST
February
S M T W Th F S
March
S M T W Th F S
1 7 14 21 28 8 15 22
2 9 16 23
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
2/82/12
FEB 2010
8 9
Monday
Tuesday
10 11
Friday
Wednesday
Thursday
Good job! Reward!
12
THIS WEEk
Create Your Online Presence: Draft the copy for each page and choose the images to include
WEEkLY CHECkLIST
DAILY CHECkLIST
February
S M T W Th F S
March
S M T W Th F S
1 7 14 21 28 8 15 22
2 9 16 23
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
2/152/19
FEB 2010
Presidents Day
15 16
Monday
Tuesday
17 18 19
Friday
Wednesday
Thursday
Good job! Reward!
THIS WEEk
Create Your Online Presence: Design the pages or research web designers who can help you.
WEEkLY CHECkLIST
DAILY CHECkLIST
February
S M T W Th F S
March
S M T W Th F S
1 7 14 21 28 8 15 22
2 9 16 23
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
2/222/26
FEB 2010
22
Monday
23 24 25 26
Friday
Tuesday
Wednesday
Thursday
Good job! Reward!
MY MONTHLY RECAP
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
NEW IDEAS &
Doodles
March
S M
Th
7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
MAR 10
lAUNCH YOUR WEB SITE Now that you have all the material together (copy written, images chosen, layout developed), you are ready to get it out on the world wide web. You can do it yourself, or use a web-based application (We recommend yourwebdepartment.com mention Marketing Mentor and youll get a discount). Either way, dont wait til its perfect. Just get something up there and change it later.
MAkE IT EASY FOR YOUR PROSPECTS TO CAll YOU Ilise often gets asked why she put her phone number in the From line of her email messages. The answer is because she wants to make it easy for people to call her and it works. In fact, she gets comments on it all the time, mostly people thanking her for making it so easy to find her number. Try it, and youll be easily accessible to your prospects in their time of need.
THIS WEEk
Launch your web site: Prepare the material for posting, then go ahead and post it yourself or hire someone to do it. The early bird deadline for CFC is March 5th. Register at: www.creativefreelancerconference.com
WEEkLY CHECkLIST
DAILY CHECkLIST
March
S M T W Th F S
April
S M T W Th F S
1 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
3/13/5
MAR 2010
1 2 3 4 5
Monday
Tuesday
Wednesday
Thursday
Early bird deadline for CFC! Register at: www.creativefreelancerconference.com
Friday
THIS WEEk
Launch your web site: Soft launch first. Send the link out to a few trusted colleagues, clients and trusted mentors. Ask specific questions to get useful feedback.
WEEkLY CHECkLIST
DAILY CHECkLIST
March
S M T W Th F S
April
S M T W Th F S
1 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
3/83/12
MAR 2010
Monday
Tuesday
10
Wednesday
11 12
Friday
Thursday
Good job! Reward!
QUARTER I
Be A Guest Blogger
Wed love for you to share your marketing success stories, challenges and ideas with us, and with your fellow solopreneurs as a Guest Mixer on the Marketing Mix Blog!
www.marketingmixblog.com
You are cordially invited to write a guest post for the Marketing Mix Blog about your experience following the 2010 Marketing Plan + Calendar. Even if you have your own blog, writing a guest post for the Marketing Mix is a great way of gaining extra online exposure. Each guest blogger gets a byline, an avatar and a link to your website! Here are some questions to get you started: 1. How has following this plan impacted your marketing efforts? 2. How has your business improved? 3. How has your routine changed? 4. What marketing successes have you had? 5. What challenges have you faced and how have you overcome them? 6. How have you adapted the marketing plan + calendar to make it work for you? 7. Is there anything youve learned that you can share? Check out the Marketing Mix Blog and click on Guest Mixers to see what other Guest Mixers have written about. Send your blog entries (or inquiries) to: deidre@marketing-mentor.com.
Ideas for your Marketing Mix Blog Post
THIS WEEk
Launch your web site: Make changes to the site based on feedback. Go back to your colleagues and ask them to look again to see if its improved.
WEEkLY CHECkLIST
DAILY CHECkLIST
March
S M T W Th F S
April
S M T W Th F S
1 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
3/153/19
MAR 2010
15
Monday
16 17
Tuesday
St. Patricks Day
Wednesday
18 19
Friday
Thursday
Thank someone!
THIS WEEk
Launch your web site: Go for it! Make the site live and announce it to the world. Be sure to put a link in your signature file in your email messages.
WEEkLY CHECkLIST
DAILY CHECkLIST
March
S M T W Th F S
April
S M T W Th F S
1 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
3/223/26
MAR 2010
22
Monday
23
Tuesday
24 25 26
Friday
Wednesday
Thursday
Good job! Reward!
MY MONTHLY RECAP
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
HOW TO GET OUT OF A CONVERSATION

Some people have no trouble getting into conversations at networking events; its getting out of them that presents the problem. So if you dont start conversations for fear of not being able to stop them, here are a few strategies to experiment with: Get a refill. If theres food or drink involved in the event, you can always say, I think I need a refill. Or you can smile and say, Excuse me. I need another one of those Swedish meatballs. Involve another person. Another escape is to introduce another person into the conversation. Then say, Excuse me while I let you two get to know each other. Stand up. Sometimes you dont have to say anything. Just stand up! Your conversation partner is likely to take the nonverbal cue.
Here are some things you can say: When you are ready to move on, hand the other person your business card, smile warmly and say, Ive enjoyed chatting with you. Im going to mingle a bit. But lets stay in touch. Ive really enjoyed meeting you, but since this is a networking event, Ive set myself a goal to meet at least X people tonight. But lets stay in touch. I dont want to monopolize you. Ill let you talk to some other folks now. Lets stay in touch. I need to run, but lets exchange cards so we can keep in touch. Will you please excuse me? I see someone I need to chat with. Then leave quickly before they can tag along. This works well in a crowd (for obvious reasons). Glance at your watch and say, Excuse me, I need to make a quick phone call to check in with the [babysitter, boss, sick spouse whatever is believable].
NOTES & IDEAS
NEW IDEAS &
Doodles
April
S
Th
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
APR 10
CREATE YOUR PROMO MATERIAlS Take the work you did on your web site and translate it into something tangible you can send through the mail and/or via email when the prospects you will start calling next month respond positively with, Yes, please send me details.
SHOW, DONT TEll There is the difference between trying to sell someoneconvince them with words that you can do what needs to be doneversus showing them that you can do it. This takes different forms depending on the form your product or service takes. For example, Ilises business is conducted one on one. So when she offers a free consultation, its to let someone see what she can do, not so she can tell them what she does. If youre a designer or writer, or provide some other kind of tangible product or service, you might not be able to offer a tangible sample of your work, but you might be able to use your site as an opportunity to show prospective clients what you can do by using some before & after samples (with your previous clients permission, of course). Or you can offer a critique of their existing materials and a few recommendations of what you would do if you were to improve on them. The point is, youre always going to have a better connection when you get your prospects engaged in the process. And what better way to engage someone than to give them a feel for how you could improve their business?
THIS WEEk
Create your promo materials: Conceptualize tangible piece. What will it look like? What is the format?
WEEkLY CHECkLIST
DAILY CHECkLIST
April
S M T W Th F S
May
S M T W Th F S
1 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
3/294/2
APR 2010
Cold Call Research
29 30
Monday
Cold Call Research
Tuesday
Cold Call Research
31 1 2
Wednesday
Cold Call Research
Thursday
Good job! Reward!
Friday
THIS WEEk
Create your promo materials: Revise content from web site based on format chosen.
WEEkLY CHECkLIST
DAILY CHECkLIST
April
S M T W Th F S
May
S M T W Th F S
1 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
4/54/9
APR 2010
Cold Call Research
5 6
Monday
1 Hour Calling
Tuesday
1 Hour Calling
7 8 9
Wednesday
Follow Up on Calls
Thursday
Thank someone!
Friday
THIS WEEk
Create your promo materials: Design and/or lay out the content into chosen format.
WEEkLY CHECkLIST
DAILY CHECkLIST
April
S M T W Th F S
May
S M T W Th F S
1 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
4/124/16
APR 2010
Cold Call Research
12 13
Monday
1 Hour Calling
Tuesday
1 Hour Calling
14 15 16
Friday
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
THIS WEEk
Create your promo materials: Get feedback and revise based on comments. If you havent already, register for the Creative Freelancer Conference, June 5-6 in Denver, CO: www.creativefreelancerconference.com
WEEkLY CHECkLIST
DAILY CHECkLIST
April
S M T W Th F S
May
S M T W Th F S
1 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
4/194/23
APR 2010
Cold Call Research
19
Monday
1 Hour Calling
20
Tuesday
1 Hour Calling
21 22
Friday
Wednesday
Follow Up on Calls
Thursday
Thank someone!
23
THIS WEEk
Create your promo materials: Print out a few to experiment with or make print-ready so you are ready when someone says, Yes.
WEEkLY CHECkLIST
DAILY CHECkLIST
April
S M T W Th F S
May
S M T W Th F S
1 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
4/264/30
APR 2010
Cold Call Research
26
Monday
1 Hour Calling
27
Tuesday
1 Hour Calling
28 29 30
Friday
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
MY MONTHLY RECAP
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
NEW IDEAS &
Doodles
May
S
Th
2 9 16
3 10 17
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
1 8 15 22 29
MAY 10
RESEARCH CAllING Now that you have your online presence in place and your tangible materials ready, you can start reaching out to the prospects youve been researching and identifying each week so far. You should have at least 20 practice prospects ready to go for this months practice calls.
VOICEMAIl AS A MARkETING TOOl Whether you realize it or not, voicemail can be an effective marketing tool. For incoming calls, use your voice mail message as a marketing tool by putting info about your company on your recording. Dont hesitate to include some or all of the following info bytes: A 10-word blurb about the services and products you offer Your website address Announcements about upcoming events Special discounts
THIS WEEk
Research calling: Draft script or talking points for research calls plus the follow up email messages. Its not too late, you can still register for the Creative Freelancer Conference, June 5-6 in Denver, CO: www.creativefreelancerconference.com
WEEkLY CHECkLIST
NETWORkING Attend an event Follow up calls/messages to new contacts Schedule next weeks event YOUR PIPELINE Follow up outstanding proposals Call 2 existing clients to check in Call 5 new prospects
DAILY CHECkLIST
May
S M T W Th F S
June
S M T W Th F S
1 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
5/35/7
MAY 2010
Cold Call Research
3 4 5
Monday
1 Hour Calling
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
Thursday
Thank someone!
Friday
THIS WEEk
Research calling: Make 5 practice calls. Leave voice mail messages if you dont get through and dont hang up before you an email address. Then, follow up a day later with the same message via email.
WEEkLY CHECkLIST
DAILY CHECkLIST
May
S M T W Th F S
June
S M T W Th F S
1 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
5/105/14
MAY 2010
Cold Call Research
10 11 12 13 14
Friday
Monday
1 Hour Calling
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
THIS WEEk
Research calling: Adapt your script based on what youve learned and make 5 more practice calls/email messages. Do any follow up required.
WEEkLY CHECkLIST
DAILY CHECkLIST
May
S M T W Th F S
June
S M T W Th F S
1 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
5/175/21
MAY 2010
Cold Call Research
17
Monday
1 Hour Calling
18 19
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
20 21
Friday
Thursday
Thank someone!
THIS WEEk
Research calling: Adapt your script again and make 10 more practice calls/email messages. Do any follow up required.
WEEkLY CHECkLIST
DAILY CHECkLIST
May
S M T W Th F S
June
S M T W Th F S
1 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
5/245/28
MAY 2010
Cold Call Research
24
Monday
1 Hour Calling
25
Tuesday
1 Hour Calling
26 27 28
Friday
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
MY MONTHLY RECAP
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
10-WORD BLURB VS. TAGLINE

When working with any new client, one of the first issues we address is how you talk about what you do. As part of that process, participants have the opportunity to perfect both their 10-word blurb and their tagline. But often, there is confusion between the two. We are often asked, Whats the difference between them? So heres our answer to the question: The 10-word blurb is what you say when you meet someone, either in person or on the phone. Your objective with it is to say enough to pique the interest of the other person in order to engage them in a conversation. It can (and should) be tailored on the fly for each person you address. Here is a generic version of Ilises: I work with the creatively self-employed and I help them get the clients they want. The tagline is a line that follows your company name a sub-title of sorts and is used on a web site, business card and anywhere your logo or identity would be found. Your objective with the tagline is to explain or elucidate what you do in a short, concise phrase or sentence. It has to be more general because youre not there to tailor it. Heres our current tagline: Marketing Mentor: Your Resource for Creative Business Growth. So theyre obviously related, but they have different goals.
NEED HELP STAYING ON TRACk?

If reading this isnt enough, and youd like some help staying accountable and on track with your marketing, join the Marketing Plan Group, a virtual group mentoring experience that will teach you the 5 most effective and least expensive marketing tools (the ones outlined here in the Marketing Plan + Calendar), while giving you help and support from an expert and your creative colleagues as you build your business. The groups meet via 60-minute conference call every two weeks, with buddy calls on alternate weeks. There is a group starting every month. For details and dates, check: http://www.marketing-mentor.com/html/marketingplangroups.html Read about one participants experiences: http://www.marketingmixblog.com/marketing-plan-group-journal/
NOTES & IDEAS
NEW IDEAS &
Doodles
June
S
Th
6 13 20 27
7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
JUN 10
MORE CAllING FOR REAl, THIS TIME You should be familiar with your script by now and ready to try it out on the prospects you really want to work with. You should also have 20 real prospects ready to contact. (dont approach your ideal prospects quite yet) and a revised script/ follow up email.
A SMIlE GOES A lONG WAY Do you know that if you smile when youre making cold calls, youll sound friendlier on the phone? This will warm up your prospects and make you feel better too! Give it a try.
THIS WEEk
More calling: Make 5 research calls + follow up. Attend the Creative Freelancer Conference in Denver (June 5-6). Details at: www.creativefreelancerconference.com.
WEEkLY CHECkLIST
DAILY CHECkLIST
June
S M T W Th F S
July
S M T W Th F S
1 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
5/316/4
JUN 2010
Memorial Day
31 1
Monday
1 Hour Calling
Tuesday
1 Hour Calling
2 3 4
Wednesday
Follow Up on Calls
Thursday
Creative Freelancer Conference, this weekend in Denver, CO.
Friday
THIS WEEk
More calling: Make 5 research calls + follow up.
WEEkLY CHECkLIST
DAILY CHECkLIST
June
S M T W Th F S
July
S M T W Th F S
1 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
6/76/11
JUN 2010
Cold Call Research
7 8 9
Monday
1 Hour Calling
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
10 11
Friday
Thursday
Good job! Reward!
THIS WEEk
WEEkLY CHECkLIST
DAILY CHECkLIST
June
S M T W Th F S
July
S M T W Th F S
1 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
6/146/18
JUN 2010
Cold Call Research
14 15 16 17 18
Friday
Monday
1 Hour Calling
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
Thursday
Thank someone!
QUARTER II
Be A Guest Blogger
THIS WEEk
WEEkLY CHECkLIST
DAILY CHECkLIST
June
S M T W Th F S
July
S M T W Th F S
1 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
6/216/25
JUN 2010
Cold Call Research
21
Monday
1 Hour Calling
22
Tuesday
1 Hour Calling
23 24 25
Friday
Wednesday
Follow Up on Calls
Thursday
Good Job! Reward!
MY MONTHLY RECAP
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
NEW IDEAS &
Doodles
July
S
Th
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
JUL 10
CREATE YOUR EMAIl NEWSlETTER You should have called at least 50 prospects by now and some of them have certainly said, Yes, Im interested but the timing isnt right so please stay in touch. For them, you need an email newsletter to stay in touch on a regular and consistent basis.
GOAl SETTING WORkS! Do you have a monthly financial goal? If not, get one. Its a simple step towards growing your business and it works! keep the monthly number in your mind, and as you get closer to months end, check to see how close you are. Sometimes, you wont be close enough. But thats when you get on the phone and start making calls to prospects who have expressed interest but havent yet taken the leap to work with you. Or maybe you line up a few more speaking gigs. It takes a bit of effort, but this proactive approach will leave you feeling a sense of achievement and control over your business.
THIS WEEk
Create Your Email newsletter: Find and analyze newsletters of others like you. Determine which you want to model yours on.
WEEkLY CHECkLIST
DAILY CHECkLIST
July
S M T W Th F S
August
S M T W Th F S
1 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
6/287/2
JUL 2010
Cold Call Research
28
Monday
Cold Call Research
29
Tuesday
Cold Call Research
30 1
Wednesday
Cold Call Research
Thursday
Thank someone!
Friday
THIS WEEk
Create Your Email newsletter: Draft 2 concepts for your newsletter. What will the content be? How much material will you include? How frequently will you send it out?
WEEkLY CHECkLIST
DAILY CHECkLIST
July
S M T W Th F S
August
S M T W Th F S
1 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
7/57/9
JUL 2010
Cold Call Research
Monday
1 Hour Calling
Tuesday
1 Hour Calling
7 8 9
Wednesday
Follow Up on Calls
Thursday
Thank someone!
Friday
THIS WEEk
Create Your Email newsletter: Choose one of the concepts and outline the prototype for your newsletter, plus jot down ideas for the next 2 issues. (That will take you through the rest of the year.)
WEEkLY CHECkLIST
DAILY CHECkLIST
July
S M T W Th F S
August
S M T W Th F S
1 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
7/127/16
JUL 2010
Cold Call Research
12
Monday
1 Hour Calling
13
Tuesday
1 Hour Calling
14 15 16
Friday
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
THIS WEEk
Create Your Email newsletter: Draft the first one. Get feedback. Research email marketing services. (We recommend www.myemma.com and you get 20% off if you mention Marketing Mentor.)
WEEkLY CHECkLIST
DAILY CHECkLIST
July
S M T W Th F S
August
S M T W Th F S
1 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
7/197/23
JUL 2010
Cold Call Research
19
Monday
1 Hour Calling
20
Tuesday
1 Hour Calling
21 22 23
Friday
Wednesday
Follow Up on Calls
Thursday
Thank someone!
THIS WEEk
Create Your Email newsletter: Revise the first one based on feedback.
WEEkLY CHECkLIST
DAILY CHECkLIST
July
S M T W Th F S
August
S M T W Th F S
1 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
7/267/30
JUL 2010
Cold Call Research
26
Monday
1 Hour Calling
27
Tuesday
1 Hour Calling
28 29 30
Friday
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
MY MONTHLY RECAP
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
WHAT TO DO WHEN YOU GET INTO OVERWHELM

A client writes, Im so busy, I cant get to my work. I have two freelancers working on projects. I spend most of my time writing proposals, meeting with new clients and prospects. Half my time is non-billable. What am I doing wrong? How do I make more of my time billable? Our answer comes from Lee Silber (a.k.a. Creative Lee), author of 11 books, including Time Management for the Creative Person (and a few others in that series). We cant have it allat least not all at once. We must make choices about what to focus on now. Its at the core of our successthe choices we make about how we spend our time. To do this we have to separate good from great. (Of course its great we want.) To do this I suggest using a little left-brain thinking in the planning process. (We can save our right brains for creating.) When left-brainers feel overwhelmed they make lists. They also prioritize whats most important. We right-brain thinkers are good at spinning all our plates at once and only worrying about the one that looks like its about to fall. So, lets try the left-brain approach and see how it works. 1. Make a list of everything you are spending time on. All your projects, proposals, personal stuff, and so on. 2. Next to each one rate it with dollar signs ($) 1-5. One means it has very little chance to produce revenue and five means it has a good chance. 3. Then rate each item on your list using a check mark on how urgent it is. One check means its not urgent, five means you need it done. 4. Using a heart, rate each item based on how much you want to work on it 1-5. How excited are you by it? 5. Lastly, using plus signs, rank the item based on its importance to your career, or any other criteria you feel is key. Now you can see what is of the highest priority, and what to focus your time and talent on. Try this and let us know what happens.
NOTES & IDEAS
NEW IDEAS &
Doodles
August
S M T W Th F S
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
AUG 10
lAUNCH YOUR EMAIl NEWSlETTER AND PlAN YOUR FAll MAIlING Things tend to slow down at the end of the summer but its the perfect time to get ready for the Fall. So before everyones on vacation, go ahead and launch your email newsletter and start planning a Fall mailing.
ARE YOU IN ROBOT MODE? It seems that people are in robot mode when it comes to communication. We respond via email because its easy, not because its the best mode of communication for the situation. Email is frivolous, a throw-away. Anyone can send it. It only takes a second and we are overwhelmed by it. Email is not appropriate in all situations (we can think of a few recent incidents when email caused big-time miscommunication). More and more, we are advising clients to call -- and practicing what we preach as well because, not only does it provide the possibility of a dialogue; by calling you also send the message that what you have to say is serious, especially if you call twice! Plus, in todays quick to email culture, its nice to hear a persons voice and make a real connection.
THIS WEEk
Launch Your Email newsletter: Layout the finished email newsletter prototype. Get feedback. Choose email marketing service and upload list of prospects/clients/colleagues (everyone who knows you).
WEEkLY CHECkLIST
DAILY CHECkLIST
August
S M T W Th F S
September
S M T W Th F S
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
8/28/6
AUG 2010
Cold Call Research
2 3 4 5 6
Monday
1 Hour Calling
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
Thursday
Thank someone!
Friday
THIS WEEk
Launch your first email newsletter!
WEEkLY CHECkLIST
DAILY CHECkLIST
August
S M T W Th F S
September
S M T W Th F S
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
8/98/13
AUG 2010
Cold Call Research
Monday
1 Hour Calling
10 11 12 13
Friday
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
THIS WEEk
Plan your Fall Mailing: Start thinking about a mailing for September, when everyone is back from vacation and ready to work again.
WEEkLY CHECkLIST
DAILY CHECkLIST
August
S M T W Th F S
September
S M T W Th F S
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
8/168/20
AUG 2010
Cold Call Research
16 17
Monday
1 Hour Calling
Tuesday
1 Hour Calling
18 19
Friday
Wednesday
Follow Up on Calls
Thursday
Thank someone!
20
THIS WEEk
Plan your Fall Mailing: Draft copy/images for your mailing. Make sure you have contact info (snail mail address) for your network. If not, make a round of calls/ emails to fill in the blanks.
WEEkLY CHECkLIST
DAILY CHECkLIST
August
S M T W Th F S
September
S M T W Th F S
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
8/238/27
AUG 2010
Cold Call Research
23
Monday
1 Hour Calling
24
Tuesday
1 Hour Calling
25 26 27
Friday
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
MY MONTHLY RECAP
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
NEW IDEAS &
Doodles
September
S M T
Th
5 12 19 26
6 13 20 27
7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
SEP 10
MAIlING AND E-MAIlING (AGAIN) For many, the Fall is like a new year, when the energy is high and people are motivated. So take advantage of that by doing lots of promoting this month and next, before the holiday slowdown takes over. Send out your fall mailing and get started on your second email newsletter.
2 PARTS TO A TESTIMONIAl Testimonials are great marketing tools because your prospects are more likely to trust what others say about you than what you say about yourself. One challenge when soliciting testimonials, however, is that some people or companies may not want their name or company name used in your promotional efforts. Sometimes the reasons are legal, sometimes purely personal. But dont despair. Just because they dont want their name used doesnt necessarily mean you cant use their comment. Because testimonials are made up of 2 things: what is said and who says it. Having both is great, especially if the who carries weight in the minds of your prospects. But sometimes one without the other is enough. You can use initials to identify or descriptions to clarify.
THIS WEEk
Your Fall Mailing: Finish whatever is left to do on your Fall mailing. Catch up on whatever you havent done yet.
WEEkLY CHECkLIST
DAILY CHECkLIST
September
S M T W Th F S
October
S M T W Th F S
1 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
8/309/3
SEP 2010
Cold Call Research
30
Monday
1 Hour Calling
31
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
2 3
Thursday
Thank someone!
Friday
THIS WEEk
Your Fall Mailing: Send it out!
WEEkLY CHECkLIST
DAILY CHECkLIST
September
S M T W Th F S
October
S M T W Th F S
1 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
9/69/10
SEP 2010
Labor Day
Monday
1 Hour Calling
7 8
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
10
Friday
THIS WEEk
Your Next Email Newsletter: Brainstorm ideas for next 2 email newsletters.
WEEkLY CHECkLIST
DAILY CHECkLIST
September
S M T W Th F S
October
S M T W Th F S
1 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
9/139/17
SEP 2010
Cold Call Research
13 14 15 16 17
Friday
Monday
1 Hour Calling
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
Thursday
Thank someone!
QUARTER III
Be A Guest Blogger
THIS WEEk
Your Next Email Newsletter: Choose one and write it.
WEEkLY CHECkLIST
DAILY CHECkLIST
September
S M T W Th F S
October
S M T W Th F S
1 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
9/209/24
SEP 2010
Cold Call Research
20
Monday
1 Hour Calling
21
Tuesday
1 Hour Calling
22 23 24
Friday
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
THIS WEEk
Your Next Email Newsletter: Revise and lay out Email Newsletter #2
WEEkLY CHECkLIST
DAILY CHECkLIST
September
S M T W Th F S
October
S M T W Th F S
1 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
9/2710/1
SEP 2010
Cold Call Research
27
Monday
1 Hour Calling
28
Tuesday
1 Hour Calling
29
Wednesday
Follow Up on Calls
30 1
Friday
Thursday
Good job! Reward!
MY MONTHLY RECAP
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
PREPARATION PREVENTS PERSPIRATION

Sure, the selling process can be unnerving or uncomfortable for you. But did you ever think that maybe your prospective customer feels the same way? There are a few statements that prospects use when they want to stall or arent convinced youre the one for them. You wont always be able to work past this stage in the process, but if you back off without responding, youll miss out on those opportunities that you can win without knowing which ones they are. So preparation is key. Be ready with a few ways to respond to these common objections: Were not in the market for that right now. This is the best objection to hear because it means the obstacle is timing. All you need to find out is when they will be ready, then be sure to reach out during (or before) that window of time. Youre too expensive. We cant afford your prices. They may not be fully aware of how your pricing works. Offer alternatives for them to consider. If you really want this client and are willing to offer a freebie up front to get your foot in the door, like a white paper or a complimentary consultation, this is the time to make the offer. We dont have the budget. This is different from Youre too expensive and reflects an opening that you shouldnt let slip by. Ask what they mean. No budget at all for this type of work? No budget left for this year? (If the latter, find out when the new budget kicks in or when budget planning will resume so you can get back in touch at that time.) We already have a vendor for these services. Yes, but are they happy with their current vendor? This is the perfect time to ask. Probe to find out what they like and dont like about the current vendor. That will give you essential information about which of your benefits to emphasize as you continue the selling process. Your prospect may be staying with the current resource because its too much effort to find someone else. Your job is to reinforce all the reasons why working with you would make their life easier and be worth the effort to change. You might have to convey this message bit by bit over time, but dont neglect to use this information if you can get it. Also, they may need a back up resource at the drop of a hat. If youre waiting in the wings, youll be well positioned to fill the need.
NOTES & IDEAS
NEW IDEAS &
Doodles
October
S M
Th
3 10 17
4 11 18 25
5 12 19 26
6 13 20 27
7 14 21 28
1 8 15 22 29
2 9 16 23 30
OCT 10
PHASE 2 OF YOUR WEB SITE Now that your web site has been up for a while, you can get to Phase 2 of that process: adding Case Studies, Resources and links plus anything else you can think of. And start thinking about a promotion for the holidays.
HAVE YOU HEARD ABOUT BIzNIk? Biznik is a social networking site where solopreneurs are going it alone, together, and youve gotta check it out. Heres their blurb: It sucks growing a business alone. No one cares. But we do. Biznik is an award-winning community of entrepreneurs and small businesses dedicated to helping each other succeed. It started in Seattle but is growing beyond its geographic boundaries. Its a unique social networking site because the focus is a combination of online and offline networking. There are lots of announcements on the site for in-person networking events that members host and then use the website to promote and coordinate. There are also excellent articles, groups, and BizTalk. New features are always being added so take a peek at www.biznik.com.
THIS WEEk
Your Next Email Newsletter: Send it out!
WEEkLY CHECkLIST
DAILY CHECkLIST
October
S M T W Th F S
November
S M T W Th F S
1 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27
10/410/8
OCT 2010
Cold Call Research
4 5
Monday
1 Hour Calling
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
7 8
Thursday
Thank someone!
Friday
THIS WEEk
Phase 2 of your web site: Research case studies from others like you.
WEEkLY CHECkLIST
DAILY CHECkLIST
October
S M T W Th F S
November
S M T W Th F S
1 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27
10/1110/15
OCT 2010
Columbus Day
11 12 13 14 15
Friday
Monday
1 Hour Calling
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
THIS WEEk
Phase 2 of your web site: Choose 2-3 projects to feature as a case study.
WEEkLY CHECkLIST
DAILY CHECkLIST
October
S M T W Th F S
November
S M T W Th F S
1 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27
10/1810/22
OCT 2010
Cold Call Research
18 19
Monday
1 Hour Calling
Tuesday
1 Hour Calling
20 21
Friday
Wednesday
Follow Up on Calls
Thursday
Thank someone!
22
THIS WEEk
Phase 2 of your web site: Draft all of them and get feedback from colleagues.
WEEkLY CHECkLIST
DAILY CHECkLIST
October
S M T W Th F S
November
S M T W Th F S
1 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27
10/2510/29
OCT 2010
Cold Call Research
25
Monday
1 Hour Calling
26
Tuesday
1 Hour Calling
27 28 29
Friday
Wednesday
Follow Up on Calls
Thursday
Good job! Reward!
MY MONTHLY RECAP
In-person Networking Events attended __________ Follow up calls/emails ____ __________________ Social Networking Updates sent _____________ Responses ________________ Followers/fans ____________ __________________ Blogging Posts written _____________ comments ________________ Visits _____________________ __________________ Website Visits _____________________ __________________ _______ _______ _______ _______
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
NEW IDEAS &
Doodles
November
S M T
Th
7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27
NOV 10
HOlIDAY PROMOTION The holidays are right around the corner. There will be lots of networking to do, so do as much as you can. And for your own promotion, which one do you want to focus on, if any? Stay away from the religious ones, but do consider Thanksgiving or The New Year or even Valentines Day. You can simply do a card or an inexpensive gift or something that shows off your talents. You can also have 2 or 3 tiers of gifts for different level clients/colleagues. Remember, this is a marketing tool.
COlD CAllING WORkS AGAIN! Whenever someone tells us a I used to hate cold calling, until I tried it story, we implore them to write it up for all to see, as part of our campaign to debunk the big myth that cold calling sucks, is painful and doesnt even work. Heres one from copywriter, Pat McCord. I had been hired to write an eBook on copywriting for Fortune 500 clients, and one section in particular was giving me fitscold calling. The reason was that my first experience with cold calling had also been my last. No way would I ever do it againinterrupt a busy manager to hawk my wares only to be dismissed with a damaged ego. Then I read the chapter on cold calling in Ilise Benun and Peleg Tops latest book, The Designers Guide to Marketing and Pricingokay, not too intimidatingand decided to test it out for my eBook. Well imagine my surprise when, using their advice, I not only connected with a communications manager at Campbell Soup Company, I also had a very pleasant half-hour conversation with him and got all the information I needed. If I had known it was this easy, I would have been cold calling from the beginning.
THIS WEEk
Phase 2 of your web site: Finish up case studies and post to web site. Conceptualize holiday promo. Research what others have done.
WEEkLY CHECkLIST
DAILY CHECkLIST
November
S M T W Th F S
December
S M T W Th F S
1 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
11/111/5
NOV 2010
Cold Call Research
Monday
Election Day
1 Hour Calling
2 3 4 5
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
Thursday
Thank someone!
Friday
THIS WEEk
Holiday Promotion: Draft copy/images for holiday promo.
WEEkLY CHECkLIST
DAILY CHECkLIST
November
S M T W Th F S
December
S M T W Th F S
1 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
11/811/12
NOV 2010
Cold Call Research
Monday
1 Hour Calling
Tuesday
Follow Up on Calls
10 11 12
Friday
Wednesday
Veterans Day
Thursday
Good job! Reward!
THIS WEEk
Holiday Promotion: Place your order for holiday promotion.
WEEkLY CHECkLIST
DAILY CHECkLIST
November
S M T W Th F S
December
S M T W Th F S
1 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
11/1511/19
NOV 2010
Cold Call Research
15
Monday
1 Hour Calling
16 17
Tuesday
1 Hour Calling
Wednesday
Follow Up on Calls
18 19
Friday
Thursday
Thank someone!
THIS WEEk
Nothing scheduled. Thanksgiving this week.
WEEkLY CHECkLIST
DAILY CHECkLIST
November
S M T W Th F S
December
S M T W Th F S
1 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24
4 11 18 25
5 12 19 26
6 13 20 27 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
11/2211/26
NOV 2010
Cold Call Research
22
Monday
1 Hour Calling
23
Tuesday
1 Hour Calling
24 25 26
Friday
Wednesday
Thanksgiving
Thursday
MY MONTHLY RECAP
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
WHERE SHOULD I SIT?

Despite the fact that the purpose of a networking event is to meet other people, many people who show up just sit and wait for the networking to happen to them. Rather than being proactive and initiating conversations, they sit down and wait for others to approach them. If this is your tendency, catch it early and do something different. If you arrive early at an event, you may notice people scattered around the room, one lone person in each row of chairs or at each table. Instead of doing the same, choose one person, approach and say, Do you mind if I join you? Then introduce yourself and youre off into conversation land. (And if not, read on for what to say.) If its a presentation where you may have a chance to ask questions, sit near the front. That way, the presenter is more likely to call on you and you may even have a chance to tell the group who you are and what you do. If its not a sit down event, stand by the food or an information table. Make it your business to move around so you can meet as many people as possible. If you go with someone you know It sometimes helps to attend an event with a friend or colleague - but once youve got your nametags on, go your separate ways. If you dont, its too easy to stay clumped together, which discourages others from approaching you too. Many opportunities to make new contacts are lost because people sit with their cohorts or with the same safe buddies every time. Make it a habit to sit with people you dont know. And if one of your important clients or contacts is at the meeting, sit with him or her but make sure you are seated at the table with strangers also. If you do bring a friend, split up to meet people and then introduce those people to each other. Or you can stay together and approach loners in the room and say, Have you met [friends name]? She has this great company, etc. It is easier to brag about your friend as a way to introduce them. Being introduced by someone else makes conversation easier. And be sure to give quality introductions to your colleagues as well. Practice them in advance. Be one of the hosts. Once youve started attending a particular meeting regularly and you feel comfortable, take a more active role as one of the hosts. All you have to do is stand near the door so you can greet people and introduce yourself as they walk in, making them feel comfortable and welcome. Or if youre at a table with others, designate yourself table moderator and suggest that everyone introduce themselves and exchange business cards.
NOTES & IDEAS
NEW IDEAS &
Doodles
December
S M T
Th
5 12 19 26
6 13 20 27
7 14 21 28
1 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25
DEC 10
START PlANNING FOR 2011 Things tend to slow down, marketing-wise, during December, except for the holiday networking youll be doing (accept all invitations, if possible). So once you get your holiday gifts and promotion out the door, its a perfect time to start planning for 2011.
TAlk TO YOUR SEAT MATE With the Holidays upon us - you might be getting on a plane to travel somewhere. There is no shortage of stories about incredible business connections that have been made on planes. So remember to say hello to your seat mate you never know what might come from it. As a matter of fact, saying hello is a good rule to follow in most situations because even if its not a networking event, its still an opportunity for networking. For more on this, check out Ilises Biznik article, Will you ignore the stranger next to you? http://biznik.com/articles/will-you-ignore-the-stranger-next-to-you
THIS WEEk
Holiday Promotion: Update mailing lists for holiday promotion. Make sure you have everyone on it.
WEEkLY CHECkLIST
DAILY CHECkLIST
December
S M T W Th F S
January 2011
S M T W Th F S
1 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
11/2912/3
DEC 2010
29
Monday
30 1
Tuesday
Wednesday
2 3
Thursday
Friday
THIS WEEk
Holiday Promotion: Send out or hand-deliver holiday gifts and promotions.
WEEkLY CHECkLIST
DAILY CHECkLIST
December
S M T W Th F S
January 2011
S M T W Th F S
1 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
12/612/10
DEC 2010
Monday
7 8
Tuesday
Wednesday
Thursday
10
Friday
THIS WEEk
Planning for 2011: Review your progress during 2010. Revisit your goals. How close did you get? What could you have done better? What didnt you get to?
WEEkLY CHECkLIST
DAILY CHECkLIST
December
S M T W Th F S
January 2011
S M T W Th F S
1 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
12/1312/17
DEC 2010
13 14 15 16 17
Friday
Monday
Tuesday
Wednesday
Thursday
QUARTER IV
Be A Guest Blogger
THIS WEEk
Relax. You deserve it.
WEEkLY CHECkLIST
DAILY CHECkLIST
December
S M T W Th F S
January 2011
S M T W Th F S
1 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
12/2012/24
DEC 2010
20
Monday
21 22 23 24
Friday
Tuesday
Wednesday
Thursday
Christmas Eve
THIS WEEk
Planning for 2011: Relax but start getting ready for 2011. Its right around the corner.
WEEkLY CHECkLIST
DAILY CHECkLIST
December
S M T W Th F S
January 2011
S M T W Th F S
1 5 12 19 26 6 13 20 27 7 14 21 28 8 15 22 29
2 9 16 23 30
3 10 17 24 31
4 11 18 25 2 9 16 3 10 17 4 11 18 25 5 12 19 26 6 13 20 27 7 14 21 28
1 8 15 22 29
12/2712/31
DEC 2010
27
Monday
28 29 30
Friday
Tuesday
Wednesday
Thursday
New Years Eve
31
MY MONTHLY RECAP
Other: _____________________ __________________ __________________ _______ _______
ACCOMPLISHMENTS:
CHALLENGES:
We want your feedback!

How do you like the 2010 Grow Your Business Marketing Plan/Calendar? Please answer these few questions: 1. What works best about it?
2. What doesnt work at all?
3. What do you wish it had or could do?
4. What do you find unnecessary?
Fax back to (866) 854-5810 or email to ilise@marketing-mentor.com Thanks so much.
There are plenty more resources to help your business grow! Visit us online at:
for free articles and mentoring information
marketing-mentor.com
marketingmixblog.com
for daily marketing blog posts
marketing-mentor-toolbox.com
for a suite of helpful products
Copyright 2010 Marketing Mentor, LLC You may use this document for your own purposes, but please do not share it with others. They can purchase their own at the www.marketing-mentor-toolbox.com

2010 Marketing Mentor MKT Plan and Calendar Beginners

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Marketing Plan

STEP-BY-STEP MARKETING MACHINE

THE CREATIVE PROFESSIONALS

THE CREATIVE PROFESSIONALS

Ilise Benun and Peleg Top

How to use your Marketing Plan & calendar

NEED HELP STAYING ON TRACk?

HOLIDAY & SEASONAL MARkETING PIECES

CHOOSE YOUR OWN ADVENTURE

NEW IDEAS &

NOTES & EVENTS TO ATTEND

HOT LEADS AND PROSPECTS

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

HOT LEADS AND PROSPECTS

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

Good job! Reward!

I DID MY MARKETING TODAY

HOT LEADS AND PROSPECTS

Martin Luther king, Jr. Day

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

HOT LEADS AND PROSPECTS

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

Good job! Reward!

I DID MY MARKETING TODAY

Other: _____________________ __________________ __________________ _______ _______

GOALS & INTENTIONS FOR NEXT MONTH:

WHEN IS IT TOO LATE TO FOLLOW UP?

NOTES & IDEAS

NEW IDEAS &

NOTES & EVENTS TO ATTEND THIS MONTH

HOT LEADS AND PROSPECTS

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

HOT LEADS AND PROSPECTS

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

Good job! Reward!

I DID MY MARKETING TODAY

HOT LEADS AND PROSPECTS

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

I DID MY MARKETING TODAY

Other: _____ _ _____

Other: _____ _ _____

Other: _____ _ _____