DIY Marketing Technique: Filmable Action Moments

diy marketing technique: filmable action moment
Today, I’d like to share a simple technique for evaluating your DIY marketing materials: envisioning a filmable action moment.

If you’re near your work space or happen to have any of your homegrown materials with you, get one of them on front of you. You can pick any printed materials, or pull up your own website.

Pretend to look at it for the first time (easier said than done, I know, but bear with me here) and are generally interested in the topic.

My question for you is this: Can you see yourself taking action on the information there?

Lay out a clear path.

Ideally, your DIY marketing materials should lay out a clear path toward a filmable action moment. Let’s put all the vague ideas about awareness-raising and interest-piquing aside for a minute and pull out the mental camera. What do you see?

Hopefully no confused head scratching.

Do you want that lovely person to click that button, or fill out your registration form? Share your link on her Facebook profile? Forward your newsletter to her friend because that workshop you have coming up would be just perfect for her? Then make it super clear on your materials what is supposed to happen next, and how to get there.

Elements to inspire a filmable action moment:

Here are some elements that might help:

  • A straightforward writing style. Cut out detours and fluff.
  • A minimal, clean layout – limit the number of colors, font styles, alignments, images, and other graphic elements.
  • In combination with the point above, highlight your invitation to take action.

Want my eyes on your materials? Just head over to the contact form and leave me a note. 🙂

{Photo by Jonathan Kos-Read on Flickr.}

The purpose of a simple marketing plan.

trail map by krupp

Why plan?

Nope, I don’t mean this as a rhetorical question. Just think about the amount of paper, time, and brain power wasted on plans destined for drawers and folders, never to be seen again. To save your superb marketing plan from that unfortunate fate, get clear on the why first.

The purpose of planning is not to make a plan.

The purpose is to give you something that actually increases your chances of realizing your intention, and doing it well, with fewer setbacks and detours. It should compel and inspire you to take action every time you look at it, and make it easier to stay on track and follow through because the hard decisions have already been made.

Think of your marketing plan as your trail map – if you have one, you won’t have to bushwhack your way through the shrubbery, hoping you’ll get somewhere.

You’ll also notice the milestones along the way and know when it’s a good time to take a break and when you need to keep pushing.

The case for simplicity in marketing.

I have three main reasons for keeping your marketing plan simple:

One, chances are you’ll get going sooner. When you’re working on an elaborate 279-page plan, it’s tempting to go down the rabbit hole of endless fine-tuning. A solid, simple marketing plan will give you enough direction and inspiration to get going, and not overwhelm you with details and assumptions.

Two, it leaves room for flexibility and adjustments. If the conditions change, or if you discover new avenues you didn’t even have on your radar, it’s easier to adjust a lean, simple marketing plan than a very detailed one (also, it decreases your work-for-naught risk.)

Three, you’re more likely to stay focused. When you stick to the essentials, there are less details and options left to confuse and distract you. Better do two or three things consistently, intentionally, and with style, than 56 half-ass.

Up next: How to draft a simple marketing plan.

Stay tuned – I’m working on a little something for you to help you take the DIY route to marketing planning and design your own trail map. Leave me a note if you’d like me to send it your way when it’s hatched.

Travelling light.

Playa El Toro, Panama
I am writing this post after waking up to the sounds of birds, and starting my first day here with some coffee, papaya, huevos revueltos, and a walk on the beach. My work and inspiration space for the coming month will be a simple but beautiful and airy room, with views of the ocean by day and an incredible sky full of bright stars by night. Everything I brought with me fits onto two shelves and two coat hangers.

I am pretty excited by that forecaset – because of the escape from the cold and wet Portland winter, obviously, but also because of the simplicity of the whole endeavor.

So that’s the theme I am going to suggest for the first draft of your marketing plan for 2013: What would you carry over into the New Year if you had to make do with only a fraction of the brain space, budget, and time you have available now?

Here is what’s on my packing list so far:
– Meet new people, online and off.
– Tend to my website.
– Care for my relationships with allies.
– Listen.
– Acknowledge the support I receive from my community.

If you’d like some feedback on yours, feel free to send me a note – deities of the internet permitting, you’ll hear back from me within a day.