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The Ultimate Marketing Plan


Find your most promotable competitive edge, turn it into a powerful marketing message and deliver it to the right prospects
by Dan Kennedy

The essence of marketing is quite simple really. It is the process of getting the right message to the right people via the right media and methods so they make the right decision to buy the product or service you offer. Anything else is just window dressing. Marketing stands or fails on the strength of the sales generated (or lost).

With that in mind, developing the U.S.P. marketing plan is a structured process by which you make certain your marketing:

  • Crafts the right message for your particular product, service or business
  • Takes advantage of all the marketer’s toolbox of secret weapons
  • Avoids the marketer’s sins, which will detract from overall effectiveness
  • Has a minimum of time spent planning and a maximization of time spent doing

    • In short, marketing is never about doing things that are aesthetically pleasing, or that win advertising industry awards. The only genuine yardstick for marketing is how well it generates sales. The world is full of interesting things competing for the attention and pocketbooks of the same consumers you hope to turn into customers. By developing and executing the ideas in your own U.S.P. marketing plan, you optimize the number of sales you make, thereby building the long-term future of your business.

    The Ultimate Marketing Plan
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