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Nutritionalmarketing.com Weekly Newsletter Update
- Marketing Ideas, Information and Tips Nutritional Retailers Want
and Need!!
Volume
3, Issue # 2 - January 10, 2002
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In
this issue:
Now
is the time!
Avoid
the pursuit of happiness
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Now
is the time!
For all of you who
have read this e-newsletter for more than a year now, I offer a heartfelt
"thank you." And here’s my gift to you, my loyal readers. You know
I’ve spent a fair amount of time writing about having a marketing plan
for your business. So it should be no surprise that this week I’m reminding
you that now is the time to get your plan for 2002 written, copied and
distributed to all the people who will play a role in making it happen.
It’s easy to lose
sight of why we plan. Planning is not an exercise we do so that, when
we pass away and we’re asked what we did with our life, we can say,
"Look, I had a marketing plan that I did every year for the last 65
years." Plans are not written to prove you are doing something. They
are prepared to help you reach your higher goals.
Each of us has things
that we want to accomplish and a plan helps us do that. I’ll use myself
as an example.
Just yesterday,
I spent over an hour on the phone working on our media relations and
public relations plan for 2002. We talked about our successes and also
looked at some of the hiccups that have happened.
For 2001, we set
an aggressive target for the number of times we wanted to be mentioned
in the news media. We took what we had achieved in 2000 and raised
it substantially. We have well surpassed the goal. As a matter of
fact, we crushed the 2001 goal for media mentions. That is great!
But we need to look
at the bigger picture. The goal of X number of media mentions was set
to accomplish an even bigger goal. For us, more media mentions means
more speaking opportunities, more book sales and more consulting. Now
we need to see if all the mentions we generated helped us reach our
bigger goal.
The great news for
us this year is they did. Each time we are mentioned or have an article
in a publication, we get some response. It could be as small as a single
book order or it could be one more building block toward getting a company
to use us as a speaker for programs in 2002.
We have had a great
2001. Even with all the economic turmoil, we have not slowed down at
all. In fact, we have grown and I know a lot of that success can be
attributed to the fact that we have a marketing plan and we follow it.
I will be the first to admit that I do get off course sometimes. When
that happens, I ask the people around me to help me re-focus on what
is important and get back on track.
I found several
quotes this past week that helped me understand the greater purpose
behind planning. They’re so wonderful, I will share them with you for
the remainder of this week’s e-newsletter!
"Cancer taught me
a plan for more purposeful living, and that in turn taught me how to
train and win more purposefully." Lance Armstrong
Hopefully, it doesn’t
take something as devastating as cancer for us to plan with a purpose
in mind. The sooner you realize what your purpose is, the easier it
will be to develop a strong marketing plan. I’m not talking about a
document you must prepare every year. I mean a living, breathing tool
that helps you find your way toward your purpose.
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Avoid
the pursuit of happiness
"Avoid
the pursuit of happiness. Seek to define your mission and pursue that."
John Perry Barlow
This is such a strong
quote! So many people try to pursue happiness without even understanding
their mission. If you know your mission, it’s much easier to find happiness
along the way.
My mission is very
simple - to help nutritional retailers do a better job of marketing
their business to they can help more people. Every week, I receive
an e-mail from someone who has been able to do exactly that because
they read one of my books or they read our weekly e-newsletter. This
brings me great happiness. I can’t begin to tell you how good this
makes me feel.
Yet, I’m not pursuing
happiness. I’m helping people and that brings me great happiness.
Develop a marketing
plan that’s focused on your mission and purpose. What is it you want
to do that will help people? What is it you want to offer that people
will pay you to do? When you figure this out, happiness will follow.
Your 2002 marketing
plan should look at our forever-altered economic climate as well as
the changes that have happened in our world this year. Then look at
your mission. What is your big-picture goal that you will work very
hard to achieve?
For some of you,
this is a slow time of year and that offers a wonderful opportunity
to look at yourself and your life and find your mission. What is it
that makes you happy? What would you like to accomplish for yourself
and for others in 2002?
Your marketing plan
needs to be driven by a bigger purpose than just writing a document.
It needs to have passion that comes from your bigger purpose. Use this
time to focus on your bigger purpose so your marketing plan can help
you reach it!
As
always, have fun with marketing!
Marty
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Quote
"Great minds have
purpose, others have wishes. Little minds are tamed and subdued by
misfortune, but great minds rise above them." Washington Irving
2001 has been a
very challenging year and many people have suffered devastating misfortunes.
Now is the time to focus on the future and let your purpose shine!
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Please
note that all of the marketing ideas that are mentioned in our enewsletter
or on our web site are designed to help you grow your business. As
you know one size does not fit all and some of the ideas may work better
for specific applications.
