Module:
5
Exercises




The
Building
Blocks
of
Offline
Marketing

The four cornerstones to any businesses marketing plan requires:

• Creating a USP
• Creating a Marketing Calendar
• Know how to…or at the least…understanding Copy That Sells

And…

• Stimulating Word of Mouth Advertising

When all of the above are done properly together, you will have a HUGE competitive
advantage. In fact, although you should always monitor your competition and know what
they are doing, employing the above list allows you to never be subject to your
competition stealing your market share.

1. CREATING
A
USP: Utilizing the list of “18 THINGS TO CONSIDER WHEN

DEVELOPING A USP,” create your own USP. This could arguably be the most
difficult (but most profitable) thing you could ever do for you and your business.
Remember, although you can and should solicit help with this, ONLY you can
create your own USP.


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2. CREATING
A
MARKETING
CALENDAR: Map out 12-months of your

marketing initiatives with specific deadlines to when each one will launch. 

3. CREATING
COPY
THAT
SELLS: Find your most successful sales letter, ad or
marketing initiative and critique it. Check off all of the following where you think
a great job was done:


_____ The Headline

_____ Your Story

_____ The Offer

_____ The Deadline

_____ A Big, Bold Guarantee

_____ Testimonials

_____ Copy Cosmetics

_____ Photos or Illustrations

_____ The Close

_____ The PS(s)….if applicable

Now go back and fix those components that are missing or where a better job
should have been done. Hopefully you can see clearly how you can increase the
response of all of your marketing. (For more information about writing copy, I
recommend the Creating Copy That Sells in-depth TRAINING available at
glazer-kennedywebstore.com)

4. STIMULATING
WORD
OF
MOUTH
ADVERTISING


• Make a list of all of the things that you do so well and so uniquely that your
customers cannot resist telling lots of people about you and your company.

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• If you are NOT satisfied with the uniqueness of your list, ask your customers
and co-workers what you should do to give them an experience where they
would feel compelled to tell others about you and your company.