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Plan to Profit:workbookThe companion toPlan to Profit: The Essential Marketing Guide for BusyBusiness OwnersBy Emma Rose GallimorePlan to Profit Workbook -- 1
Dear Reader,Thank you for downloading the Plan to Profit Workbook! If you're a busybusiness owner who wants to market your business effectively, I've designedthis workbook specifically for you.Although anyone can use the workbook, it will be most effective incombination with "Plan to Profit: The Essential Marketing Guide for BusyBusiness Owners" available on Amazon Kindle. If you haven't alreadydownloaded it, go do that first. As you read the book, you'll find activities thatyou can complete in the workbook.You can print the workbook out or open it in Adobe and fill it out on yourcomputer. I encourage you to complete the workbook as thoroughly as youcan. If there's a question that seems too hard, that's probably the one youmost need to answer if you want your marketing plan to be effective. It'spossible that some questions won't be relevant to your business, and that'sokay, but make sure you've at least given them some thought before youmove on.Throughout the workbook you'll also find action steps. These activities pushyou outside the workbook to take an action that will advance your marketinggoals.In the end, whether you stick to your plan and meet your goals is up to you.Let me know how it's going by emailing me directly atemmagauthor@gmail.com. I can't wait to hear about your success.Happy Planning,Emma Rose GallimorePlan to Profit Workbook -- 2
Setting STAMR GoalsA good goal has five characteristics. It’s specific, time-oriented, achievable, measurable,and relevant.My wish for my business is:Take that wish and turn it into a useful goal by applying each of the five characteristics.S - SpecificPut a number on your goal:T - TimeAdd a deadline:A - AchievableIs this goal achievable with current resources?YesNoIf not, what do I need to achieve it?M - MeasurableI will use this to measure my goal:R- RelevantThe benefit of achieving this goal is:Plan to Profit Workbook -- 3
My Marketing GoalState your marketing goal in a single sentence.Ex. I will generate 10 new leads in the month of August.I will use these resources to achieve my goal:I will ask for help from these people:Action Step!Now find a sticky note and write down your goal. Put it on your computermonitor, mirror, or somewhere else where you can't help but see it.Plan to Profit Workbook -- 4
My Ideal Customer1. My ideal customer is between the ages ofand.per year.2. They make 1,000's2b. They are willing to spend: 100'spocket changewhatever is in their wallet3. They work as3b. Theyin theindustrylovehateare indifferent to their job4. They are5. mmittedwidowedactively lookinghave childrenwantaren't suredo not havedon't want5b. Their children are between the ages of5c. Their children arepolyamorousandbiologicaladoptedfosteradultonly around sometimesPlan to Profit Workbook -- 5
More about my Ideal Customer6. For leisure time they havea lotsomealmost none6b. They spend their leisure time7. Their political affiliation is7b. They arepassionately dedicatedselectively engagedsometimes interestedannoyed by political talk8. The social causes they care about are8b. They donate to8c. They volunteer at9. Theydodo not participate in a spiritual practice or religion9b. The religion or spiritual practice they follow is10. The media they regularly engage with includesTV shows likeMagazines likeBooks likeMusic like10b. Their favorite radio stations are11. Online they spend time at these tterTumblerRedditSnapchatYouTubeGoogle TikTok12. They usually shop atPlan to Profit Workbook -- 6
Most Importantly My Ideal Customer13. Hopes to accomplish14. Is struggling with15. Is often annoyed byThe name of my ideal customer is:My ideal customerIn the box below, write a short paragraph describing your ideal customer based on thequestions you answered above.Plan to Profit Workbook -- 7
Finding my Brand UpbeatHipChoose 6 of the adjectives above :1.4.2.5.3.6.Narrow your list down to 3 adjectives:1.2.3.My branddoesdoes not use contractionsMy branddoesdoes not swearMy brandusesdoes notMy brandtells long, in-depth stories that capture hearts and mindssparingly uses jargonpresents clear facts simplydoes something in betweenPlan to Profit Workbook -- 8
Crafting My Elevator PitchMy name isI own/run/manageI am aI help people byUsing these toolsThe result isMy Elevator PitchAction Step!Now time yourself reading your pitch out loud. It should take you lessthan 60 seconds. If it takes more than a minute, make it shorter.Plan to Profit Workbook -- 9
Checklist for Written Pitch SuccessThis checklist will help you make sure that every pitch you send is as effective as possible.Use it for every pitch you send out.My offer is clearI talked about benefits not featuresMy customer knows what s in it for themEvery word is essential to my messageMy offer is specific to the customer s needsI ve given my customer reason to trust meI spellcheckedI asked someone else to read itIf you still have questions about how to write the perfect pitch, take a look at theexample on the next page. It checks all the boxes.Plan to Profit Workbook -- 10
Sample PitchDear Karen,If you had asked me a week ago, I would have said that mustard was okay but Ipreferred mayonnaise. Then I tried Raye’s mustard on a sandwich. The slightlysweet perfectly tangy flavor of Old World Gourmet transformed a simple BLTinto a gourmet meal. My dinner guests thought I had some magical secretingredient. Imagine their surprise when I told them, “it’s mustard!”As a Maine-based content writer, I have some big ideas on how Raye’s mustardcan get the word out about the museum revitalization project (and sell moremustard in the process). Think historical snapshots, snappy recipes, and a killercampaign letter.A bit about me: I’m a Maine native with international experience helping bothfor-profit and non-profit organizations build relationships with ideal clients anddonors. I’ve written compelling fundraising letters, engaging blog posts, andwelcoming website content for organizations large and small. I’d love to create acustom content strategy for you.All I need to get started is a quick phone call, and then you can sit back and waitfor the new leads to roll in. Let me know when you have 15 minutes to spend onyour content strategy.In the meantime, I’ll be at the store buying every flavor of Raye’s they have instock.Good luck with your renovation,EmmaAction Step!Choose a person or business who could benefit from your offering andwrite them a personalized pitch.Plan to Profit Workbook -- 11
Getting HelpTasks I'd like to delegate:I need afull-time, in house employeepart-time, in-house employeecontractor or freelancer5 Questions to ask your marketing professional1.2.3.4.5.How long have you been doing this work?Who have you worked with?What kinds of projects have you done?How familiar are you with my industry?Can I see your portfolio or samples of your work?People already on my team who can help me with this:Plan to Profit Workbook -- 12
Where I Want to MarketWhich of these outlets can you advertise in to reach your ideal audience?DigitalWebsiteSocial MediaBlogsPaid Search AdsMy Top 3 Digital Outlets1. Website2.Social AdsOnline tersMy Top 3 Print Outlets1.2.3.SignagePlan to Profit Workbook -- 13
Ideas for Experiential EventsAfter hoursCustomer AppreciationPossible Experiential Outlets1.Customer Demo2.Special Guest3.Book SigningIdeas for In-person EventsNetworkingWhere I can market in personConferences1.Door-to-door2.Guest Speaker3.In my StoreThe most important tactics for my business are1.2.3.Plan to Profit Workbook -- 14
My Marketing Strategy forMy goal is toMy offering isThe benefit it provides isMy customers areMy brand voice isWedodo not swear,usedo not use contractionsusedo not use jargon,My team members areMy monthly budget isThe tactics I use include: website,Action Step!Choose one action that will move you toward your goal and do it today!Email me at emmagauthor@gmail.com to tell me what you did.Date I met my goal:Plan to Profit Workbook -- 15
Plan to Profit Workbook -- 2 Dear Reader, Thank you for downloading the Plan to Profit Workbook! If you're a busy business owner who wants to market your business effectively, I've designed this workbook specifically for you. Although anyone can use th
