Page 141 - My Marketing Sucks Book

The Teacher Appears Only When the Student is Ready

For example - A 29 year old woman is tired of looking out of shape. She buys a
membership at a cheap-o gym. Then, she gets your marketing piece and throws it
away.

Or this - A 29 year old woman is tired of looking out of shape. She buys some
home gym equipment. Then, she gets your marketing piece and throws it away.

But 6 months later - A 29 year old woman is tired of looking out of shape. Her
‘home gym’ is now a clothes hanger. Then, she gets your marketing piece and
comes in and joins.

See how consistent marketing is vital to capturing ALL the prospects on the
educational spectrum? The need for your service NEVER goes away, the law of
readiness changes.

Chapter 27. Staying on Track All Year (Calendar)

One of the most helpful tools you can create is an Annual Marketing Calendar for
your business, service or concept.

Putting one together can run the gamut. We have seen some basic, one pagers

and also some pretty sophisticated, detail oriented lengthy versions of a
business's intended marketing campaigns for the year. Either way, you want it to
be a snapshot of exactly what you are going to do, when it is going to happen, key
dates of the tasks needed to launch and run the campaign and assignments of
who is responsible.

The key is to keep it easy to understand and even easier for people to review and
glance at to know exactly who is doing what, when and why.

Your Unfair Advantage #23:

Create Your Annual Marketing Calendar