Design Your Campaign

Create Your Campaign Using your Client group and your Unique Selling Proposition, develop your marketing message.  Focus on what will capture their attention? Decide the best marketing tools and approaches (branding, web, networking, online social networks, newsletters, meetings, phone calls).  Keep this simple and straightforward. Write a plan – include specific action steps, timelines, measures …

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The Competition

Evaluate your Competition.  A thorough study of your competition can be very instructive and encouraging. It will help you define and solidify your unique offering to clients. Remember that competition can fall into several categories: individuals, companies, organizations, various books, Internet podcasts and videos, conferences, colleges and universities. Spend a minimum of two solid days …

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Unique Selling Proposition

Your Unique Selling Proposition or USP is a short statement that conveys what it is about your business that brings an emotional response from your target clients. “The most successful USPs are those that say nothing sensible to the conscious mind, but speak volumes to the unconscious mind.”  – Michael Gerber of E Myth Mastery …

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Your Target Customer/Client

You must begin by becoming really clear about your Target Client.   Who are they and what do you know about them?  Create a written profile. (Notice the example above).  See my instructions in Who Is Your Client? Download Here. The more you know about them, the easier it will be to craft your campaign. …

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Setting Your Fees

Fee Structure Your Fee Structure outlines what you will charge for your product or service.  It is important to review your product costs, business expenses, personal income needs, and going rates before arriving at a fee.     Here is a template to help you itemize your personal and business expenses,  Download Template Here.  Completing …

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Describe Your Business Model

Business Model Write a description of your business and include the following: Organizational Structure – Sole proprietorship or team Niche – Target customers, Key products &/or services Market opportunities, competitive advantage, possible contracts Key suppliers &/or partners Trading practices – direct sales, affiliate promotions, rentals, leasing Delivery methods – processes Fees based on product completion, …

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Your Service Services are intangible products. Sometimes they are service only (as in coaching) and sometimes they are a service ending in a product (as in website maintenance). Detail the end result being sought.   Describe the process and tell how it is delivered (online, telephone, mail, in-person) timelines and guarantees. Describe what success looks …

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Your Product What tangible product(s) will you offer?  For each, give a full description  (name, size, colour, packaging etc.) Say something about how it is put together, its quality and warranties. Tell how the customer will be able to purchase it.    

Ethics and Principles

Ethics-Business Mastery Plan

Your Business Ethics & Principles express what you stand for and how you treat your customers, suppliers and yourself.  A great place to begin would be to write down how you like to be treated by businesses that you deal with.  Here are some typical words that often come up but you will no doubt …

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Identify Your Values

Core Values

Your Values express what is most important to you.  Identifying these will ensure that your business is based on the right things for you.  This exercise will help you sort out just what they are. Click here for this useful Values Exercise      Your plan should briefly state the three values you have identified and …

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Write the Mission

Your Mission states clearly what business you are in.  Wikipedia defines it this way: “A mission statement is a short statement of an organization’s purpose, identifying the goal of its operations: what kind of product or service it provides, its primary customers or market, and its geographical region of operation.” I provide some questions here …

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Define Your Vision

Your Vision Exercise:  Visualize what your life and business will look like in two years time.  Write as much detail as you can, and write as though you are looking back: What has been created? What am I focused on? What has been accomplished?   How does it feel?   What are the successes?  Why …

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Identify Your Emotions

I’m sure that as you think about beginning a business and writing your Mastery Plan, there are a number of emotions arising.  Know that a massive change is about to happen and that brings up lots of emotions for most people: Fear and uncertainty Excitement Financial worries Overwhelm Changes at home Changes in workstyle Anticipation …

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Why Do A Mastery Plan?

It’s always important to be clear about why we are doing something.  If you’re not clear, chances are you will get distracted by the next big thing that comes into your sight.  I offer some reasons that I can think of but you will have some of your own. So that you can summarize the …

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