{"id":735,"date":"2024-07-26T15:09:12","date_gmt":"2024-07-26T08:09:12","guid":{"rendered":"https:\/\/fulltimedigitalnomads.com\/?p=735"},"modified":"2025-02-06T04:06:16","modified_gmt":"2025-02-05T21:06:16","slug":"creating-a-comprehensive-marketing-plan-a-step-by-step-guide","status":"publish","type":"post","link":"https:\/\/fulltimedigitalnomads.com\/cy\/creating-a-comprehensive-marketing-plan-a-step-by-step-guide\/","title":{"rendered":"Creating a Comprehensive Marketing Plan: A Step-by-Step Guide"},"content":{"rendered":"\n

Here is what you need:<\/p>\n\n\n\n

    \n
  1. Your hook(s)<\/li>\n
  2. Your offer(s)<\/li>\n
  3. Your segment(s)<\/li>\n
  4. Your feature(s)<\/li>\n
  5. Your benefit(s)<\/li>\n
  6. Your event(s) (campaigns)<\/li>\n
  7. Your product(s)<\/li>\n<\/ol>\n\n\n\n

    Step 1: Brainstorm<\/p>\n\n\n\n

    The first step is to brainstorm as many of each category as you can. Have absolutely no judgment\u2014write 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\u2019s no big deal. So, have a few!<\/p>\n\n\n\n

    Segments, features, and benefits don\u2019t change, so you will reach the end of the list quickly. That\u2019s a good thing! Segments are the \u2018why\u2019 someone buys, and they usually don\u2019t change. The \u2018offer\u2019 and the \u2018hook\u2019 (the question you ask to open the conversation) could be anything, so the options are endless. There are guidelines, which we\u2019ll go over, but come up with as many ideas as possible.<\/p>\n\n\n\n

    It\u2019s either fun (as you get to be creative) or daunting (because it\u2019s overwhelming), but don\u2019t stress\u2014it\u2019s fun! Products are interesting too. They\u2019re more like an offer than a segment. Segments (like \u2018why\u2019 someone hires a videographer) don\u2019t change, but the cameras, team, delivery, pricing, and platforms do. This is called \u2018innovation,\u2019 but really it\u2019s just product adaptation.<\/p>\n\n\n\n

    Now, let\u2019s go over each aspect in detail so you can brainstorm ideas for them.<\/p>\n\n\n\n

    1. A hook or hooks<\/strong><\/p>\n\n\n\n

    The hook is your open\/pre-close. It\u2019s a short statement or question that opens the conversation.<\/p>\n\n\n\n

    In sales, we call it an \u2018opener.\u2019<\/p>\n\n\n\n

    There are two types of hooks: direct and indirect.<\/p>\n\n\n\n

    Alex Hormozi is a fan of indirect. Personally, I prefer direct because it wastes less time.<\/p>\n\n\n\n

    Some examples of direct hooks:<\/p>\n\n\n\n

    \u201cAre you considering hiring a videographer?\u201d<\/p>\n\n\n\n

    \u201cAre you thinking of starting a YouTube channel?\u201d<\/p>\n\n\n\n

    \u201cHave you ever considered doing TikTok videos?\u201d<\/p>\n\n\n\n

    And some examples of indirect hooks:<\/p>\n\n\n\n

    \u201cHey, could I get your feedback on a video project I\u2019m working on?\u201d<\/p>\n\n\n\n

    \u201cHi, how are you?\u201d<\/p>\n\n\n\n

    \u201cHey, do any of your friends want to make videos?\u201d<\/p>\n\n\n\n

    Some people may feel that indirect hooks are weak, but don\u2019t judge. You may have to try both to see what works.<\/p>\n\n\n\n

    Guidelines for creating hooks:<\/strong><\/p>\n\n\n\n

      \n
    1. Remember, it\u2019s a \u2018pre-close,\u2019 not a \u2018close.\u2019 You\u2019re not asking: \u201cDo you want to buy this?\u201d You\u2019re asking: \u201cAre you considering buying this?\u201d<\/li>\n
    2. The broader the better. For example, asking: \u201cAre you looking to shoot any videos in the next 6-12 months?\u201d is better than: \u201cDo you want to shoot a video this weekend?\u201d It covers a wider time frame and doesn\u2019t exclude people with different timelines.<\/li>\n
    3. It should be \u2018art,\u2019 if possible. When you see a Nike ad, it looks like a beautiful photo of an athlete, but really, they\u2019re saying: \u201cHey, do you want some shoes or not?\u201d<\/li>\n
    4. 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.<\/li>\n<\/ol>\n\n\n\n

      For example, you could ask:<\/p>\n\n\n\n

      \u201cHave you shot your yearly ads?\u201d<\/p>\n\n\n\n

      \u201cHave you done your yearly marketing audit?\u201d<\/p>\n\n\n\n

      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.<\/p>\n\n\n\n

      2. Your offers<\/strong><\/p>\n\n\n\n

      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.<\/p>\n\n\n\n

      Offering a simple coffee is far less valuable than offering a webinar that teaches something useful. Keep the offer worthwhile and relevant.<\/p>\n\n\n\n

      Rules for offers:<\/strong><\/p>\n\n\n\n

        \n
      1. Don\u2019t punish older customers. Offering promotions like \u201cfirst two weeks free\u201d can hurt long-term relationships. Instead, offer long-term benefits to loyal customers (e.g., 4 weeks free after one year).<\/li>\n
      2. Offers should be fair to all customers. Make it feel exclusive, like giving away Easter eggs for members rather than offering \u201ctwo weeks free.\u201d<\/li>\n
      3. Have a time restraint. If you offer something like an Easter egg, make sure people know they need to act before a specific deadline.<\/li>\n
      4. Build incentives to stay. Offering something fun like an Easter egg can create excitement for the next reward, keeping customers engaged.<\/li>\n
      5. Stepped offers. Start small, like having a phone call, signing up for an email list, or watching a webinar before offering a big commitment.<\/li>\n<\/ol>\n\n\n\n

        3. Segments<\/strong><\/p>\n\n\n\n

        Segments define the \u2018why\u2019 behind a customer\u2019s purchase. These are the core reasons people buy a product or service, and they don\u2019t change.<\/p>\n\n\n\n

        For example, segments for a wedding videography service could include:<\/p>\n\n\n\n

          \n
        1. To capture their happy day<\/li>\n
        2. As a gift for the bride\/groom<\/li>\n
        3. To boost their ego<\/li>\n
        4. To look sexy<\/li>\n
        5. To feel like a princess<\/li>\n
        6. To show off to their friends<\/li>\n
        7. To mark the transition into adulthood<\/li>\n
        8. To capture a memory<\/li>\n<\/ol>\n\n\n\n

          Think beyond the surface. What are the real reasons behind a customer\u2019s purchase? Some of these reasons may be petty, but that\u2019s fine. Use these segments to filter out the clients you do or don\u2019t want to work with.<\/p>\n\n\n\n

          4. A list of your features and benefits<\/strong><\/p>\n\n\n\n

          Pair each feature and benefit with its respective segment.<\/p>\n\n\n\n

          5. A list of events for your campaigns<\/strong><\/p>\n\n\n\n

          These can be set up as one campaign per month, repeating yearly.<\/p>\n\n\n\n

          6. The product<\/strong><\/p>\n\n\n\n

          The product may change depending on the segment. For example:<\/p>\n\n\n\n

          Campaign:<\/strong> Summer<\/p>\n\n\n\n

          Segment:<\/strong> Lose weight<\/p>\n“`html\n

          Examples:<\/p>\n\n

          Campaign: Summer<\/p>\n\n\n\n

          Segment: Lose weight<\/p>\n\n\n\n

          Feature: Science knowledge<\/p>\n\n\n\n

          Open (hook\/pre-close): \u201cEver thought of getting a personal trainer?\u201d<\/p>\n\n\n\n

          Offer: Training video<\/p>\n\n\n\n

          Product: 10-week Zoom training, twice per week<\/p>\n\n\n\n

          \u201cHey man, ever thought of getting a personal trainer? [open\/pre-close]. I\u2019ve 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\u2019s do it!<\/p>\n\n\n\n

          There, you\u2019ve 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.<\/p>\n\n\n\n

          Good luck, and remember: consistency is key!<\/p>\n","protected":false},"excerpt":{"rendered":"

          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\u2014write every idea you can think of. We want as many options to choose from […]<\/p>\n","protected":false},"author":1,"featured_media":734,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[293],"tags":[294],"class_list":["post-735","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing-plan"],"_links":{"self":[{"href":"https:\/\/fulltimedigitalnomads.com\/cy\/wp-json\/wp\/v2\/posts\/735","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fulltimedigitalnomads.com\/cy\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fulltimedigitalnomads.com\/cy\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fulltimedigitalnomads.com\/cy\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/fulltimedigitalnomads.com\/cy\/wp-json\/wp\/v2\/comments?post=735"}],"version-history":[{"count":0,"href":"https:\/\/fulltimedigitalnomads.com\/cy\/wp-json\/wp\/v2\/posts\/735\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/fulltimedigitalnomads.com\/cy\/wp-json\/wp\/v2\/media\/734"}],"wp:attachment":[{"href":"https:\/\/fulltimedigitalnomads.com\/cy\/wp-json\/wp\/v2\/media?parent=735"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fulltimedigitalnomads.com\/cy\/wp-json\/wp\/v2\/categories?post=735"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fulltimedigitalnomads.com\/cy\/wp-json\/wp\/v2\/tags?post=735"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}