Wouldn’t it be great if marketing were like a color wheel and you could just spin the wheel to find the most profitable combination of marketing tools to create your perfect marketing plan?
Well you can!
But first, you need to know a few things about your business goals and about marketing in general.
Over the next few posts, I will be sharing some fun tips on how to create a colorful but also a profitable Color Wheel Marketing Plan™ for your business. If you are a creative entrepreneur who struggles with traditional business planning and marketing strategy, try this model!
Together we are going to craft a marketing plan that is fun, focused and unique to you.
The Primary Colors of Marketing
If you remember your art lessons, the primary colors are red, yellow and blue. Together these three colors contain the palette of everything you need to know to create a vibrant marketing plan for your business.
Just like there are three primary colors that combine to form all other colors, at the center of every great marketing plan, there are three key pieces of information that all have to work together to create a perfect synergy.
Out of this synergy will flow your passion, your lead generation and your success as a creative entrepreneur.
For me those three essential nuggets of information are represented by the primary colors on the color wheel:
- Yellow represents you and your unique gifts!
- Red represents your ideal client.
- Blue represents the problems you solve for your ideal clients.
By the end of this series of posts, you will have a clear vision of exactly how to fill in the primary colors on your color wheel. By answering a series of questions and getting your crayons* out you will begin to construct your personal color wheel marketing plan. Let’s get started with yellow.
*(editor’s note. You don’t actually have to use crayons. Maybe you’re a Photoshop wiz and love your pantones. Or maybe you’re more of a pastel gal. Or mixed media with fabric and that leftover yellow Martha Stewart house paint. We’re not fussy, just make a color wheel with your version of the primary colors that you can add stuff to!)
Yellow = Your unique brilliance
Our unique gifts are not our training or the tools that we use. They are not the name of the school we went to or what famous people we have studied with.
Our unique gifts are often defined by how others see us and by the specific way we see, help, serve and nurture our ideal clients in ways that create powerful results for them.
Why is your unique brilliance important? You’ll see more in a later post, but you should know that for the right clients they are your most attractive traits.
Let’s do an activity to find out how Awesome you are!
Step 1: No matter what industry you are in or what kind of work you do, no one else does it quite like you do. Look at the following list. Which of these are ways people describe how awesome you are? Is it:
- Your friendly smile that pulls people in?
- Your ability to listen?
- Your intuition and empathy?
- Your ability to solve a problem quickly?
- Your ability to ask questions?
- Your enthusiasm?
- Your curiosity?
- Your quick wit?
- Your vision?
- Your ability to get others into action?
Step 2: Did that stump you? Did you struggle to see yourself as having unique gifts?
Stop playing safe. Dig deep into your well of courage and go ask – ask your spouse, parents, friends, and in particular your clients what they love most about you.
Be amazed and accept their answers with a simple thank you.
I recently did this myself as part of my own color wheel process. I asked several of my favorite clients to share three words they felt described me. It was hard to ask but I am glad I did.
Here’s what a few of them had to say: “amazing”, “brilliant”, “knowledgeable”, “creative”, “inspiring”, “non-judgmental”, “organized”.
Step 3: Now own those gifts and add them to your color wheel.
Let’s go deeper. Here are a few more questions to help you get clear about your unique genius:
- What are you great at?
- What do you love to do?
- What would you love to get paid for doing?
- What do you love to do even if you never get paid for it?
- What do others say is your genius?
- What makes you different than others in your industry?
- What is your personal story?
These are just a few of the questions you can answer to create clarity around your unique genius as a business owner.
Forget about your certifications and qualifications – those are the tools you use to do your job but they are not what makes you unique.
This is Part 1 in a series of three blog posts. Part 2 is about Red, Your Ideal Client.
Portions of this series originally appeared in Minette’s best-selling book, The Artful Marketer.