Adapted from content excerpted from the American Express® OPEN Small Business Network
The general purpose of any marketing plan is to maximize your
business' profits. But what does that mean for your business?
Spell it out here. If you're a children's clothing
designer, your purpose might be "To sell the greatest number
of infant dresses at the lowest cost per dress". If you're
a self-employed computer consultant who helps companies utilize the
Internet, your purpose might be "To book my time completely by
getting the greatest number of clients at the lowest possible
Some things to think about when you're writing this section:
- Your marketing plan's purpose may seem obvious to you.
But by putting it up front and in writing, you will stay focused
on your intent.
- Many businesses think their marketing plan is about increased
exposure, getting press, writing cool ads, and the like. These
are not purposes, they are tactics. The end result of any of
these is to increase your profits.
- If you're having trouble answering "what is the purpose of your marketing plan," you might want to think "why are you marketing?" Your answers to these questions should be the same.
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