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.

Speaking the Body Language

About 60 to 70 percent of what we communicate has nothing to do with words. More important than speaking the language is what you communicate without words. Many travelers trust that if they don’t speak the language, there are a hundred gestures to get across almost any meaning. But gestures have quite different meanings in different parts of the world; body language is not universal. Subtleties are noticed, like the length of time you hold on while shaking hands. On a very unconscious level we can turn people off even when we are on good behavior. Thumbs up is considered vulgar in Iran and Ghana, equivalent to raising the middle finger in the United States. Touching a person’s head, including children’s, should be avoided in Singapore or Thailand. In Yugoslavia, people shake their heads for yes—appearing to us to be saying no.

In general, avoid gesturing with the hand. Many people take offense at being beckoned this way, or pointed out, even if only conversationally. In parts of Asia, gestures and even slight movements can make people nervous. If you jab your finger in the air or on a table to make a point, you might find that your movements have been so distracting that you have not made your point at all. Unintentionally, Americans come across as aggressive and pushy. Yet, in other parts of the world, particularly in Latin America or Italy, gesturing is important for self-expression, and the person who does not move a lot while talking comes across as bland or uninteresting. As always, watch what local people do. Or ask.

Body language is more than gestures. You communicate by the way you stand, sit, tense facial muscles, tap fingers, and so on. Unfortunately, these subtler body messages are hard to read across cultures; mannerisms don’t translate. In many parts of the world, looking someone in the eye is disrespectful.

In Japan a person who looks a subordinate in the eye is felt to be judgmental and punitive, while someone who looks his superior in the eye is assumed to be hostile or slightly insane. The Arabs like eye contact—the eyes are windows to soul—but theirs seem to dart about much more than Americans. We don’t trust “shifty-eyed” people.

Subtle differences in eye contact between the British and North Americans can be confusing. English listening behavior includes immobilization of the eyes at a social focal distance, so that either eye gives the appearance of looking straight at the speaker. On the other hand, an American listener will stare at the speaker’s eye, first one, then the other, relieved by frequent glances over the speaker’s shoulder.

Eye contact during speaking differs too. Americans keep your attention by boring into you with eyes and words, while the British keep your attention by looking away while they talk. When their eyes return to yours, it signals they have finished speaking and it is your turn to talk. These almost imperceptible differences in eye contact interfere with rapport building and trust.

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.