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.