The Entrepreneur’s Marketing Checklist
It’s impossible to come up with a successful offer without knowing who the competition is and what the competition is doing. Put another way, if a marketer blasts out an offer that is profoundly less compelling than that of a competitor, he looks like a chump.
For marketers, advertising agency account executives, creatives and P.R. consultants what follows is a checklist—questions you need answered before you can formulate marketing plans.
Ideally, every entrepreneur should think through the questions asked in this checklist and use it for guidance in every stage of development.
Denny Hatch’s Marketing Checklist for Entrepreneurs
NOTE: This can be tweaked to fit any industry sector—fund raising, pharmaceutical sales, auto manufacturing, financial services, etc.
Who Are You Marketing To?
- B-to-B, B-to-C or both?
- Who are your prospective customers?
- Demographics of prospects?
- Psychographics/behavior of prospects?
- Estimated size of the universe—maximum number of potential users?
- Can it be sold internationally?
- Will you sell direct to the end-user, via wholesalers and resellers or all three?
- Do you know what mailing lists and email lists are available to reach these prospects?
- What publications do these prospects read?
- What websites do these prospects frequent?
- What TV networks and TV shows do they watch?
- Who and what do they listen to on the radio?
What Is Your Product or Service?
- The name of your product or service
- What is it conceptually? What does it do?
- Make a list of the features. Include tangential features, such as "Made in USA."
- What is the benefit to the user of each of these features?
NOTE: Features vs. benefits: A $1 million life insurance policy means when you die, your heirs will receive $1 million. An insurance salesman will tell you that the benefit is $1 million. Actually, $1 million is the feature. The benefit is that you can sleep soundly at night knowing that if anything happens to you, your family will be able to stay in the house and pay the bills, and that they will always remember you with love.
- Rank the benefits in in order of importance—with No. 1 being the most important.