Building Your Marketing Strategy

The Goal

By the end of this chapter you will have a simple, complete marketing strategy: a clear position, one core message, the right channels for your customers, and a campaign plan with dates. You will know how AI helps you produce marketing material quickly — and where honesty and local knowledge must take over.

Understand: marketing is not advertising

Many people think marketing means posters and posts. Those are only the last step. Marketing starts with three questions:

1. Who exactly do I want to reach? (You answered this in Chapter 14.)
2. What should they think and feel when they hear my name?
3. Where and when can I reach them best?

Only then come the posters, posts and messages.