Writing a Marketing Plan


  • Use a direct, professional writing style. Use appropriate business and marketing terms without jargon. Present and future tenses with active voice are generally better than past tense and passive voice.
  • Be positive and specific. At the same time, avoid superlatives (such as terrific, wonderful). Specifics are better than glittering generalities. Use numbers for impact, justifying computations and projections with facts or reasonable quantitative assumptions where possible.
  • Use bullet points for succinctness and emphasis. As with the list you are reading, bullets enable key points to be highlighted effectively and with great efficiency.
  • Use “A level” (the first level) and “B level” (the second level headings under major section headings to help readers make easy transitions from one topic to another. This also forces the writer to organize the plan more carefully. Use these headings liberally, at least once every 200 to 300 words.
  • Use visuals where appropriate. Illustrations, graphs, and charts enable large amounts of information to be presented succinctly.
  • Shoot for a plan 15 to 35 pages in length, not including financial projections and appendices. An uncomplicated small business may require only 15 pages, while a new business startup may require more than 35 pages.
  • Use care in layout, design, and presentation. Laser or ink-jet printers give a more professional look than  do dot matrix printers or typewriters. A bound report with a cover and clear title page adds professionalism.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Partnering with Customers


  1. Pick high-visibility, vocal customers as your research partners and test sites. When you succeed together, they’ll spread the word quickly to their peers and pave your way into the market.
  2. As your customer list grows, organize their names and phone numbers by product and geographic area so you can easily provide references keyed to a prospect’s interests.
  3. Gather passive (i.e., written testimonials and quotes from customers to use in your sales materials, ads, and proposals. Remember to use videos.
  4. Use active testimonials with important prospects: Ask two or three present customers to call a prospective one, rather than waiting for the prospect to call them.
  5. Use on-site testimonials. Arrange a tour of customer premises where prospects can see your products performing.
  6. Find customers willing to meet prospects on your turf to endorse you and your products.
  7. Conduct joint presentations with your customers at industry meetings. Coauthor articles to automatically share the limelight with your customers.
  8. Bring your customers together at least once a year to share ideas with each other, give you feedback, critique new product concepts, and have a good time. Invite a few key prospects—they’re likely to come away sold.
  9. Take customers to trade shows and go to theirs. The better you know each other, the more value you both receive.
  10. Treat your customer-partners as heroes. Thank them—and more. For example, feature them in your newsletter, mail them a poster-sized letter signed by all your employees, or send a dozen balloons to their offices.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Interactive Media Marketing


If you think, or are led to believe that the Internet, WAP technology or interactive television is about to make traditional advertising and marketing redundant you are likely to be disappointed. Despite new technology, television, magazines and posters are still perfect for the passive, one-to-many, one way awareness messages of mass marketing. However, they are making, and will increasing make, a major impact in the area of ‘interactive marketing.’

Interactive media is fast becoming the new tool of customer-focused direct marketing. Consider what interactive really means—two-away. It is advertising you respond to – just like direct mail, coupon print ads, even direct response television commercials on a many-to-many format. It is likely that new interactive media will eventually revolutionize direct marketing, mor than mass marketing.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Creating and Consuming Knowledge


There are far too many passive consumers of other peoples’ knowledge, and unimaginative users of standard tools. To ensure relevance, individuals and teams should be encouraged to develop their own approaches and understanding. Innovators and market leaders move beyond what is generally known or assumed. They voyage into the unknown, discover new knowledge and create additional competencies relevant to the achievement of their entrepreneurial visions.

 

Learning is dynamic. It is concerned with flows, processes for creating new knowledge. In many companies there is an imbalance between the consumption and development of knowledge. People simply draw down an existing supply without replenishing the well. The value of knowledge can rapidly diminish if it is not developed and kept current and relevant.

 

Winners champion knowledge and sharing. Their balanced scorecard assessments embrace learning, intellectual capital issues, and whether knowledge is being appropriately valued and effectively exploited.

 

Ultimately, a company and its people must outlearn competitors. Effective and collaborative learning can require creative combinations of complimentary approaches, environments, processes and technologies.

 

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight

Eyesight, Mindsight, Winners, Losers, Dreams, and … Success


A great life always begins with a dream—a vision. Each person has two kinds of vision: Eyesight and mindsight. Eyesight tells us what objects are around us. Eyesight forms pictures of trees, people, buildings, mountains, water, stars, and other physical, tangible things. Eyesight is physical.

Mindset is different from eyesight. Mindset is the power to see not what is but what can be when human intelligence is applied. Mindset is the power to dream. Mindset forms pictures of the future – the home we want, the family relationship we desire, the income we will enjoy, vacations we want to take, or our wealth at some point in time.

Eyesight is strictly physical and sees only reality. Mindsight reveals what is not yet real nor tangible. How we choose to use our mindset to dream determines our success (achievement, influence, and satisfaction), our wealth (income, net worth, and physical well-being), and our happiness (respect, joy, and commitment).

People differ little in eyesight. At a very early age, all children using eyesight can clearly distinguish objects, such as people, buildings, stars, and water. But people differ enormously in mindsight or mental images of what is not yet real or tangible. A great majority of people see spending a life in a mediocre, modest-paying job. In the social department, their mindsight sees little joy but lots of boredom and big problems. And in the home department, they see, at best, only an ordinary, dull, problem-plagued existence.

On the other hand, a few success-directed dreamers see the future as filled with challenge. They see work as a road to advancement and prestige, and to large rewards. Creative dreamers see social relationships as encouraging, as stimulating, and as fun. In their home department, they see excitement, adventure, and happiness. They choose to dream of a good and great life.

Whether we spend life winning or losing depends on how we use our mindsight—what we choose to see or to dream. Each of us has the power to make this life a heaven or a hell, depending on how we choose to dream about it. Those who see life as heaven are the winners; those who view life as hell are losers.

Some believe luck or chance determines their destiny. These people think that fortunes, success, and the good life depend on the roll of the dice, on the spin of a wheel, or on a randomly selected number in a gamble.

Wishing is different from dreaming. Wishing is passive and inactive. Wishing is an idle pastime with no brains or effort behind it. But dreaming is backed up with an action plan to produce results. Anyone can wish. But a dreamer takes action on what he or she wants.

You can divide people you know into two categories: The winners and losers. Winners are active dreamers working to convert their dream into positive, tangible accomplishments. Losers are inactive faultfinders who believe the system is against them and luck or fate determines what will happen. Losers are cynical. Losers are pessimists. Losers are selfish—not my job; why should I help; nobody ever did anything for me. Losers want something for nothing.

Winners are people of good will. Winners are generous. Winners know “there’s no free lunch,” “Sacrifice means investing in the future.”

People who dream big think, “Regardless of how good or bad the situation is now, it will get even better. It always does. They bank on a great future.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight