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Active and PassiveMarketing Tools and Activities Worksheet
A special free worksheet created by Jeanna Pool, Author of Marketing for Solos® to help you marketyour solo small business more effectively.
Active and Passive Marketing Tools and Activities Worksheet
ACTIVEMARKETING TOOL/ACTIVITY PASSIVE
logo & stationery
brochure
collateral materials
comprehensive workhorse website™
direct mail
networking
testimonials
writing articles
eZine
newsletter
case studies
referrals
power partners/joint ventures
free trials/demos
promotional & special events
seminars (and conferences)
speaking (teleseminars & webinars too)
workshops
cold calling
Active tools are those you take an active approach in. You are actively doing the marketing activity and thus have active control in your marketing.
Passive tools are those where the tool or activity itself is working rather than you. You may or may not be face to face with prospects when they see your materials, hence it’s doing the work and it’s a passive tool.
Make sure you have a good mix of both active and passive tools and activities. A bare minimum breakdown is 70% of your marketing tools and activities are active and 30% are passive.
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only active if you actively follow-up with the recipient
✔
✔
✔
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✔
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✔
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a regular website is passive, you must have comprehensive information to make it activeand a way to continually market to visitors
same as brochure... only active if you actively follow-up with the recipient
only active if you make an offer so the prospectwill respond now and create campaigns
passive if no offer is made or you use it justto “get your name out there”
but only if you actively netWORK, not net-stand-in-the-corner
passive if you just hope and pray fortestimonials
make sure you devote a small portion (nomore than 30% of the content) to sellingyour services
if you provide only information it's passive...just like a brochure is passive
same as eZine... only active if you devote a small portion to selling your services
same as eZine... if you provide only information it's passive
only active if you have a system andstructure for generating referrals
passive if no set system and structure inplace
can easily change to passive if you do notcontinually build active relationships
can easily change to passive if you do notfollow-up after trial/demo
passive if you do not follow-up after or makea specific “pitch” to sell your services
yuck... just wanted to make sure you arepaying attention!
Don’t even think of copying, altering, editing, reproducing, reprinting, selling or anything else with this worksheet without written permission from Jeanna Pool. Otherwise, put it to good use! Jeanna can be contacted at [email protected] or by calling 303.380.9100.
Marketing Activies That Work Well for Solo Small Businesses
When thinking of the 3 to 6 marketing tools and activities to use in marketing your solo small business, first of all, every solo small business should have the following tools in place:
• Logo&Stationery • Brochure(s)alsoknowasCollateralMaterial(s) • ComprehensiveWorkhorseWebsite™
• Testimonialsand/orCaseStudies
Thenyoucanthinkaboutyour3to6activitiestofocuson.Thefollowinglistofactivitiesworkvery well for marketing a solo small business…
• LeadGenerationAdvertising • SalesLetterCampaigns • SpeakingEngagements • Seminars,Workshops,LiveEvents • Teleseminars&Webinars • Referrals • Networking • EzineorEmailNewsletter • ArticleMarketing • PostcardDirectMail • DirectMailCampaigns • AuthoringorCoAuthoringaBook • SocialMedia • VideoMarketing • Podcasting
• Newsletter
• PowerPartners&JointVentures • FreeTrials&FreeDemos • Promos&SpecialEvents • ClientAppreciationEvents • PressReleases
Active and Passive Marketing Tools and Activities Worksheet
ACTIVEMARKETING TOOL/ACTIVITY PASSIVE
logo & stationery
brochure
collateral materials
comprehensive workhorse website™
direct mail
networking
testimonials
writing articles
eZine
newsletter
case studies
referrals
power partners/joint ventures
free trials/demos
promotional & special events
seminars (and conferences)
speaking (teleseminars & webinars too)
workshops
cold calling
Active tools are those you take an active approach in. You are actively doing the marketing activity and thus have active control in your marketing.
Passive tools are those where the tool or activity itself is working rather than you. You may or may not be face to face with prospects when they see your materials, hence it’s doing the work and it’s a passive tool.
Make sure you have a good mix of both active and passive tools and activities. A bare minimum breakdown is 70% of your marketing tools and activities are active and 30% are passive.
—
—
—
✔
—
✔
—
✔
✔
✔
—
—
✔
✔
✔
✔
✔
✔
✖
only active if you actively follow-up with the recipient
✔
✔
✔
—
✔
—
✔
—
✔
✔
✔
✔
—
—
—
—
—
—
✖
a regular website is passive, you must have comprehensive information to make it activeand a way to continually market to visitors
same as brochure... only active if you actively follow-up with the recipient
only active if you make an offer so the prospectwill respond now and create campaigns
passive if no offer is made or you use it justto “get your name out there”
but only if you actively netWORK, not net-stand-in-the-corner
passive if you just hope and pray fortestimonials
make sure you devote a small portion (nomore than 30% of the content) to sellingyour services
if you provide only information it's passive...just like a brochure is passive
same as eZine... only active if you devote a small portion to selling your services
same as eZine... if you provide only information it's passive
only active if you have a system andstructure for generating referrals
passive if no set system and structure inplace
can easily change to passive if you do notcontinually build active relationships
can easily change to passive if you do notfollow-up after trial/demo
passive if you do not follow-up after or makea specific “pitch” to sell your services
yuck... just wanted to make sure you arepaying attention!
Don’t even think of copying, altering, editing, reproducing, reprinting, selling or anything else with this worksheet without written permission from Jeanna Pool. Otherwise, put it to good use! Jeanna can be contacted at [email protected] or by calling 303.380.9100.
Need Help Putting All That You’ve Learned in Marketing for Solos® Into Action?? Then be sure and check out Jeanna’s Marketing Mentoring Groups Program...Get more done in 10-weeks than you have in 10-months or even 10-years for marketing your solo small business successfully and attracting more clients on a consistent basis! This dynamic, group, virtual 10-week bootcamp is the missing piece to get you on the right path for marketing success and results. Visit www.MarketingMentoringGroups.com for more info.
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would benefit from this information, please have them visit:
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Warning—DisclaimersThe information presented herein represents the view of the author as of the date of publication. Because of the rate with which conditions change, the author reserves the right to alter and update his/her opinion based on the new conditions. The report is for informational purposes only. While every attempt has been made to verify the information provided in this report, neither the au-thor nor his/her affiliates/partners assume any responsibility for errors, inaccuracies or omissions. Any slights of people or organiza-tions are unintentional. If advice concerning legal or related matters is needed, the services of a fully qualified professional should be sought. This report is not intended for use as a source of legal or accounting advice. You should be aware of any laws which govern business transactions or other business practices in your country and state. Any reference to any person or business whether living or dead is purely coincidental. ANY EARNINGS OR INCOME EXAMPLES ARE NOT TO BE INTERPRETED AS A PROMISE OR GUARANTEE OF EARNINGS. IN FACT NO GUARANTEES ARE MADE THAT YOU WILL ACHIEVE ANY RE-SULTS AT ALL FROM OUR IDEAS AND TECHNIQUES IN OUR MATERIAL. YOU MAKE LITTLE OR NO MONEY. EARNING POTENTIAL IS ENTIRELY DEPENDENT ON THE PERSON USING THE INFORMATION, PRODUCT, IDEAS AND TECHNIQUES. BY DOWNLOADING AND READING THIS REPORT IS YOUR FULL ACCEPTANCE OF THESE TERMS AND YOUR AGREEMENT TO HOLD HARMLESS THE ASSOCIATION, COMPANY, AUTHOR AND PUBLISHER OF THIS MATERIAL AND INFORMATION, FROM ANY AND ALL LIABILITY OF ANY KIND. THE AS-SOCIATION, COMPANY, AUTHOR AND PUBLISHER SHALL NOT ASSUME LIABILITY NOR RESPONSIBILITY TO ANY PERSON OR ENTITY WITH RESPECT TO ANY LOSS OR DAMAGE CAUSED, OR ALLEGED TO HAVE BEEN CAUSED, DIRECTLY OR INDIRECTLY, BY ANY OF THE INFORMATION CONTAINED IN THIS REPORT.
Copyright © 2011, Jeanna Pool, All Rights Reserved. Marketing for Solos® and the terms Comprehensive Workhorse Website™ and What Do You Do? Commercial™ are registered trademark of Jeanna Pool and CATALYST creative, inc. and may not be used without permission from the author.
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