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"I want something unique, like his." - Mason Cooley

Creativity can solve almost any problem. The creative act, the defeat of habit by originality, overcomes everything. - George Lois

Clever, tricky ideas often sound fine when described in a conference room. But some simple, basic, plain- as- the- nose- on- your- face idea will sell more goods. - John Caples

Now we ignite the creative flow and plan to craft the

Knock-your-socks-off marketing idea for small business (or large) success

So often overlooked in the planning stages, marketing is really what your business is going to be. With no plan in place, you'll stand virtually no chance. The more amazing the plan, the more amazing your business.

15. Action: Plan your marketing intelligence gathering.

Questions:

1. How will you learn about the market you are to enter?
2. How will you learn from established businesses?
3. What other sources of information will help you?

Background:

Understanding how businesses like yours go about their marketing will tell you two crucial pieces of information. It will tell you what others are doing, and what they are not doing. By looking at what they are doing, you can see what brings success. By looking at what they are not doing, you can find your own niche.

By learning from others, you are actually taking a short cut. Understanding who your primary and secondary customers are is very important. The more proper marketing research you can do, the better. Not every small business has the budget to canvass communities or bring in focus groups. Therefore, if you can identify and learn from a business that thrives, you can augment what ever marketing research you have done.

16. Action: Plan to define your niche.

Questions:

1. How will you learn what people are searching for?
2. Where will you find out how much competition there is?
3. How will you use this information to refine (specialize or expand or change) your business idea?

Background:

It takes courage to pursue a niche. It also takes discernment. If you try to be too many things in order to reach more people, you also have much more competition. If you are prepared to take on Wal-Mart and have the resources to do so, then you are probably not reading this web site. If you define a niche that is too narrow or small, you simply will not have enough business to survive.

Research and creativity are the answers to this question. Think from the customer's perspective. Is there a specific aspect of a certain product or service that you can specialize in? Opening up a toy store is one thing. Opening of a toy store that deals specifically in model trains is quite another.

A great way to find out what people are searching for is through the keyword statistics of search engines. You can try this free service to do keyword research.

17. Action: Plan to define your markets.

Questions:

1. How will you define your best customer?
2. How will you learn what brings him/her to you?
3. How will you identify secondary customers?

Background:

Studying advertising, at least basically, is extremely worthwhile. Advertising is marketing and sales all rolled into one. The main aspect of advertising is its focus on the consumer. Bad advertising consists of what professionals call "manufacturer's copy." That is when the ad talks all about how wonderful the product is. An advertisement that sells is one that talks all about how the product will make the customer's life so much better.

Plan to focus on who your customers are, what they are looking for, and how you can reach them. Always keep your focus on your customers.

18. Action: Plan to create the knock-your-socks-off marketing message.

Questions:

1. How will you improve on the role model businesses you have studied?
2. How will you know what self-interest of the customer you fill?
3. How will you create an unforgettable, laser-sharp marketing slogan?

Background:

We've talked so much about learning from role models, now it's time to teach them a thing or two. As we said, the wise person asks questions about what she already knows. Plan to come up with an even better strategy than your most successful competitor.

Advertisers have determined through testing that advertisements that talk to the self interest of the customer are the most successful ones. Understanding that self-interest is crucial to crafting your message.

And when you craft it, it's got to be something that jumps out and grabs you by the collar and shakes you up. Think of all the powerful advertising slogans in our culture. You can probably remember them for decades. In this overcrowded marketplace, you will be quickly forgotten unless you develop a marketing idea and slogan that is packed with self-interest and absolutely unforgettable.

19. Action: Plan to choose the name your business.

Questions:

1. How will you get the name that draws people in magnetically?
2. How can you empower the business with a name that packs the marketing message punch?

Background:

You may have had a name for your business in mind even before you began planning. At this point you will challenge whether that is the best name for your business.

As you follow the plan you are crafting, you will be zeroing in on that great marketing idea for small business success. That idea should be your business' identity, including the name. This is not a rule, but a very sincere suggestion. Fred's Mufflers, for example, tells me clearly what his business is about. The Painted Rose, on the other hand, could be a flower shop or a restaurant or a clothing store. If it's a restaurant, it could be better named The Painted Rose Inn. Does that make sense?

Result: This is how a business plan is empowered. You will know much more than just how much everything costs.

A powerful marketing idea for small business will help you write your advertising, design your logo, define your identity.

Let's go on to finish planning your steps to business success