FastPath Marketing Newsletter - July 23rd 2014
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The Marketing Spark
Practical Ideas To Energize Your Marketing
3 Steps to Boost Your Sales with Strategic Marketing
Estimated reading time: 2 minutes 47 seconds
I’ve had clients in the past who managed their businesses by only zeroing in on the need to generate revenue. Before you quickly agree that there’s nothing more important than sales, notice I said “only”.

Of course every company needs to make the selling of their product or service the dominating goal in everything they do. Yet, focusing all activities on just tactical sales without any kind of strategy in place is a recipe for disaster.

Many companies have a list of tactics they use and in many cases, change often when the going gets tough. Yet, here's the thing: You don't go a restaurant to eat the menu ... You use the menu to guide your choices.

Chasing prospects in the absence of a marketing strategy, framework, and plan of action will often lead to very disappointing results.

Usually business owners and executives that do this get themselves into a cycle of constantly trying different tactics to see what works. They begin to believe that these ever changing tactics are just different strategy initiatives.

It’s as if they want to build a large and beautiful house overnight and decide not to test the soil and pour the appropriate amount of concrete for the foundation in order to speed the process up.

I know you’re busy with the day-to-day hassles of running a business and are itching to grow revenue. But, the easiest way to improve sales, keep customers happy, and stay in business is to have a marketing strategy before you even begin to think of what tactics to use.

If you don’t, your company’s long-term survival will be at risk. Take a step back and use these points as your guide to layout a sound marketing strategy:

What’s the problem? This may seem obvious, yet only by drilling down and examining the problems your product or service solves will you be able to map out a solid marketing strategy. It may not be what you think. Don’t forget about the people side of the equation -- the emotional aspects of how users and decision makers feel when their issue is resolved. A deep understanding of the problems and outcomes that customers are looking for sets a strong strategy foundation.

Decide who matters. Frustration will set in as you slice and dice who might buy your solution and why. The more you can narrow down who your ideal audience is, the easier it will be for you to define a marketing strategy and the tactics that follow. This will help you zero in on which market segments are best for you to spend energy and money attacking.

Fill the strategy-tactic gap. There’s a missing step between big picture strategies and a tactical action plan. Before jumping from your defined strategy to tactics, bridge the gap by developing two or three strategic marketing initiatives.  These are very focused bite-sized mini plans to accomplish particularly important objectives under the umbrella of your big picture strategy. This is how you build a framework for taking action that truly makes sense. As an example, a strategy might be to educate your market as way to differentiate your business from the competition. A strategy initiative could be to share information that has an impact on your prospect’s life through an email newsletter that provides valuable and timely content -- and how you promote it. Now, you can build a specific tactical action plan around that.

Eureka! You’ve just built a plan that has a great marketing strategy and the tactics you need to execute it. Your company will now get more brand exposure, generate more leads, and be a lot more profitable.

Without a marketing strategy in place, the tactics you try run the risk of falling far short of the results your want.
More and more businesses are trying a pay what you want pricing model. It works only under specific circumstances and can be very powerful when used in a strategic way. For instance, using a pay what you want (PWYW) for a new product or service launch is a great way to promote your offering, get publicity, and acquire testimonials. Just be clear that the offer is for a specific time period. Also, PWYW will help you zero in on what the best price for your product is.  

Your business can benefit when you reach new and different types of customers. Some may pay nothing, however you’ll gain both awareness and customers that normally wouldn't purchase.

So, with all that in mind I’m offering PWYW pricing for the Rapid Impact Marketing and Selling Playbook until the end of August starting at $1. The complete 7-step, 170 plus pages, with all 23 worksheets and templates.
Get it now and let me know what you think!
How To Rise Above the Competition
Share-Worthy Tool Yo Can Use
Have ever heard of a SavvyCard? Think of it as an electronic business card, but much better! SavvyCards are shareable, customizable webcards that make it easy to share you information. Optimized for mobile phones, SavvyCards can be created for yourself, your company, and your products or services. 

More than contact info, it includes social media share, email, and text buttons along with a customizable background with photos. A SavvyCard puts your credentials in the hands of prospects anywhere and allows customers to easily and quickly refer and introduce you and your brand quickly.

SavvyCard is free and they'll work with your company to customize the application for a fee.

Please note: I believe that this service can help your business and NO compensation was received by me for recommending it.
Be The Spark!
The Rapid Impact Marketing & Selling Playbook is pure marketing goodness. The step-by-step guide you need to kick your business growth into high gear. Includes 23 worksheets and templates.

For more information and to purchase the Playbook visit the
Marketing Strategies Guide Website.
The FastPath Marketing Blog has the latest strategies, tools, and tactics to help your business grow.
Learn more about how to energize your marketing, rise above the competition, and sell more of your products or services. Read my latest column in Florida Trend Business Magazine.

Here's how to get the greatest response from your target audience.
Do you have a question on marketing and sales? Or maybe an idea to share? Submit it to me and if I use your idea or question in an upcoming newsletter, I’ll  give your business a shout out and send you the Perfect Intro Cheat Sheet to help you grab the attention of your prospects.
Email Ron Your Question
A Quick Thanks

Thanks for allowing me into your Inbox every couple of weeks. If you have any suggestions for the Marketing Spark newsletter or anything else you'd like to see or ask, feel free to let me know. Thanks and enjoy the ride!
“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

~ Maya Angelou, poet
Ron Stein
Author of the Rapid Impact Marketing & Selling Playbook
Be The Spark!
The Marketing Spark is a service from FastPath Marketing. In each issue you'll find action-driven tips and fresh ideas to help your business get found, generate and convert leads, and grow sales.
FastPath Website
Email Ron
Visit the FastPath Marketing website for more great articles on marketing and selling.
FastPath Marketing works with small business owners to help them energize their marketing, rise above the competition, and sell more of their products or services. Based on the FastPath To More Customers System, we work together to create a marketing program that is affordable and easy to execute.

Learn more about how to get amazing results. Contact me now at 727-398-1855.
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