Creating a Comprehensive Marketing Plan: A Step-by-Step Guide

Here is what you need:

Your hook(s)
Your offer(s)
Your segment(s)
Your feature(s)
Your benefit(s)
Your event(s) (campaigns)
Your product(s)

Step 1: Brainstorm

The first step is to brainstorm as many of each category as you can. Have absolutely no judgment—write every idea you can think of. We want as many options to choose from as possible. We will test each over 12 months, so the more ideas you have, the more motivated you will be. If one flops, it’s no big deal. So, have a few!

Segments, features, and benefits don’t change, so you will reach the end of the list quickly. That’s a good thing! Segments are the ‘why’ someone buys, and they usually don’t change. The ‘offer’ and the ‘hook’ (the question you ask to open the conversation) could be anything, so the options are endless. There are guidelines, which we’ll go over, but come up with as many ideas as possible.

It’s either fun (as you get to be creative) or daunting (because it’s overwhelming), but don’t stress—it’s fun! Products are interesting too. They’re more like an offer than a segment. Segments (like ‘why’ someone hires a videographer) don’t change, but the cameras, team, delivery, pricing, and platforms do. This is called ‘innovation,’ but really it’s just product adaptation.

Now, let’s go over each aspect in detail so you can brainstorm ideas for them.

1. A hook or hooks

The hook is your open/pre-close. It’s a short statement or question that opens the conversation.

In sales, we call it an ‘opener.’

There are two types of hooks: direct and indirect.

Alex Hormozi is a fan of indirect. Personally, I prefer direct because it wastes less time.

Some examples of direct hooks:

“Are you considering hiring a videographer?”

“Are you thinking of starting a YouTube channel?”

“Have you ever considered doing TikTok videos?”

And some examples of indirect hooks:

“Hey, could I get your feedback on a video project I’m working on?”

“Hi, how are you?”

“Hey, do any of your friends want to make videos?”

Some people may feel that indirect hooks are weak, but don’t judge. You may have to try both to see what works.

Guidelines for creating hooks:

Remember, it’s a ‘pre-close,’ not a ‘close.’ You’re not asking: “Do you want to buy this?” You’re asking: “Are you considering buying this?”
The broader the better. For example, asking: “Are you looking to shoot any videos in the next 6-12 months?” is better than: “Do you want to shoot a video this weekend?” It covers a wider time frame and doesn’t exclude people with different timelines.
It should be ‘art,’ if possible. When you see a Nike ad, it looks like a beautiful photo of an athlete, but really, they’re saying: “Hey, do you want some shoes or not?”
You are an expert, an advisor, and on the same side. Think of yourself as their guardian angel, swooping in to help them get things done that they probably should have already done.

For example, you could ask:

“Have you shot your yearly ads?”

“Have you done your yearly marketing audit?”

This question feels natural but is extremely powerful. It positions you as their mentor, someone looking out for their schedule, and you become an asset to their business.

2. Your offers

Your offers should provide as many steps as possible with high rewards for the customer at each stage, while minimizing the cost and effort for you.

Offering a simple coffee is far less valuable than offering a webinar that teaches something useful. Keep the offer worthwhile and relevant.

Rules for offers:

Don’t punish older customers. Offering promotions like “first two weeks free” can hurt long-term relationships. Instead, offer long-term benefits to loyal customers (e.g., 4 weeks free after one year).
Offers should be fair to all customers. Make it feel exclusive, like giving away Easter eggs for members rather than offering “two weeks free.”
Have a time restraint. If you offer something like an Easter egg, make sure people know they need to act before a specific deadline.
Build incentives to stay. Offering something fun like an Easter egg can create excitement for the next reward, keeping customers engaged.
Stepped offers. Start small, like having a phone call, signing up for an email list, or watching a webinar before offering a big commitment.

3. Segments

Segments define the ‘why’ behind a customer’s purchase. These are the core reasons people buy a product or service, and they don’t change.

For example, segments for a wedding videography service could include:

To capture their happy day
As a gift for the bride/groom
To boost their ego
To look sexy
To feel like a princess
To show off to their friends
To mark the transition into adulthood
To capture a memory

Think beyond the surface. What are the real reasons behind a customer’s purchase? Some of these reasons may be petty, but that’s fine. Use these segments to filter out the clients you do or don’t want to work with.

4. A list of your features and benefits

Pair each feature and benefit with its respective segment.

5. A list of events for your campaigns

These can be set up as one campaign per month, repeating yearly.

6. The product

The product may change depending on the segment. For example:

Campaign: Summer

Segment: Lose weight

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Examples:

Campaign: Summer

Segment: Lose weight

Feature: Science knowledge

Open (hook/pre-close): “Ever thought of getting a personal trainer?”

Offer: Training video

Product: 10-week Zoom training, twice per week

“Hey man, ever thought of getting a personal trainer? [open/pre-close]. I’ve made a quick 15-minute video [offer] teaching how to scientifically [feature] lose weight [segment]. So if you want to get ripped [repeat segment] with biohacking [repeat feature] for summer [campaign], let’s do it!

There, you’ve got your 12-month marketing plan, and you can tweak and repeat it every year. Just ensure you stay flexible and continue adapting based on your audience’s needs and feedback.

Good luck, and remember: consistency is key!