Some Marketing Terms defined (short and sweet!):
By Veronika (Ronnie) Noize, the Marketing Coach
Goal: Measurable end result (can be however you choose to measure your results, either in terms of dollars, number of clients, number of billable hours, etc.).
Strategy: The approach to achieving the goal, or the broad strokes outlining your plan of action to achieve a specific goal. You may need to use more than one strategy to reach your goal. Here are some ideas if you're using visibility strategies: Top 10 (& 1/2) Visibility Tactics for Raising Your Sales.
Tactic: An action taken to support the strategy you have defined to achieve your goal. You may need to use several tactics to support your strategy. Here are some that work well for small businesses: Top 10 Marketing Tactics For Small Businesses
Tool: An implement used in the tactic. You may need to use several tools to implement your tactical plan. Here are some suggestions: Top 10 Marketing Tools for Small Businesses
Elevator Speech: A short, concise statement that specifies both your ideal client as well as the solution you provide; often used as a response to the question: "What do you do?"
30-Second Follow-up: The follow-up statement you have prepared to respond to the "Oh, yeah? Tell me more!" exclamation that your fabulous elevator speech incites.
Ideal client: The particular segment of the population that, either by demographic, psychographic or situation, is most likely to both purchase and benefit from a relationship with you and your product or service.
Marketing Calendar: The list of attraction-related tasks or activities that you have committed to executing on a continuing basis, complete with development times and due dates noted. See the sample at the bottom of the page.
Script: Remarks prepared to help you find the most effective, comfortable and appropriate words when engaging in conversations that are new to you. For example, you might have a script to leave phone messages, as part of a sample session guide, or as a reminder for how to ask for the sale.
Team 100: A list of 100 professionals with whom you have a reciprocal referral agreement, and with whom you have met to ensure that you mutually understand the best or most ideal clients for referring to each other.
You'll put all these together in your marketing plan. Need some help getting started? Try this Marketing Plan Template (a basic quick-and-easy version!).