In this issue: we'll talk about the key ingredient in any marketing plan.

Don't forget to read the P.S. message.

Jump to the "Bottom Line" click here.

As usual just click "reply" and send me your thoughts.

Marcos J. Menendez
President
LCG

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Print Emi

The Most Important Marketing Plan Is You!

I picked up a book from a pile of books at my friend Javier's warehouse. Of all the books there, this one seemed to have something special. I kept coming back to it.

It was a simple cover with the face of the author and the name of the book, just like another of the thousand of books there. Nevertheless I asked Javier if I could have it and being the good friend he is, he asked me for $10.

No, I'm kidding he said "yes, just bring it back when you are done".

I thought the book was about expanding your business but it turned out to be about starting a business. Although I have read my fair share of books of that nature I thought I would give this one a chance.

The book is called "Growing A Business" by Paul Hawken and its reads like a journal, a personal account of the author's business life. The book, written in 1987, is very light and full good solid business advice from his own personal experience as a successful entrepreneur. But I'm not here to talk about the book, except for one short paragraph in the middle of the book that I completely identified with. A statement that I thought is worth sharing with you.

Here it is:

I think what the author is saying applies to any business new or old, big or small. The principle is the same--market to yourself first. Put yourself in the client's shoes...better yet be your own client.

Start your marketing plans with a strategy that you would like if you were exposed to it and I guarantee that your real clients will buy and then come back for more.

Take this approach to designing and writing your eNewsletter.

Make sure you love the piece first and foremost and then worry about what the others will say. Do it for yourself first and you will soon see that there are many others out there that like it as much as you do -- and agree with you by becoming your customers.

Your feedback is important. Let me know what you think, I'm I full of it? Just reply with your comments.

If you liked the article so will your friends so?

Marcos and Group- making eNewsletters that we like and our clients love.

P.S. Don't forget to rate this article using the orange box on the left hand margin.