Marketing Tactics with an Eye on Strategy

On my list of "things to do", key marketing tactics for success:

• Marketing Plan, keep it simple, listing purpose in marketing, key benefits, target audiences, marketing weapons, niche (value proposition), and identity.
  
  
• Marketing Calendar, for the next 12 months, including media, metric to measure and results.
  
  
• My "Name" or "Brand", something easy to spell, pronounce, remember, believe in and share.
  
  
• Value Proposition (niche), what makes me special, what do I stand for, what makes me different, what can I "own".
  
  
• Key Benefits, a simple list of all the benefits offered.
  
  
• Research, References, Referrals, what people say about me, what I've done in the past that shows my successes.
  
  
• Friendly Guerrillas, designate several friends, viral and otherwise, to share my brand.
  
  
• Competitive Advantages, listing why someone should come to me if I offer some of the same benefits as others.
  
  
• Networking, online and off.
  
  
• Elevator Speech, 30 seconds, 75 words (preferably less) that I use to into myself and makes others want to know more.
  
  
• Contacts Database, customers, prospects, suspects (prospective prospects) and friends.
  
  
• Vision, Values-define who I am by what my customers want me to be.
  
  
• Email Program, for higher response rates than USPS mail, less intrusive, eco-friendly, easy to "pay it forward".
  
  
• Money Back Guarantee, 'cuz I believe in me.
  
  
• Follow-up, follow-up, follow-up! On average 70% of business is lost is not due to poor service or bad quality, but because of apathy and lack of follow-up.
  
  
• It's All About the FREE! Start offering a free one-hour consultation to prove my expertise.
  
  
• Speaking at professional and trade organizational meetings, and for free (see above).