The document provides 10 steps for improving marketing by thinking about customers rather than oneself. It advises determining an ideal profitable customer profile and value proposition, creating a personalized marketing plan with goals and budget, consistently communicating your message through varied useful giveaways, getting creative, and using social media to promote customers. The overall message is that effective marketing requires understanding customers' perspectives and meeting their needs.

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2. Marketing From Your Customer’s
Perspective
How to Improve Your Own Marketing Message by Thinking Less About
Yourself and More About Your Customers
10 steps to
•Adding value to your customers
•Improving referrals and sales
•Solidifying your customers’ loyalty
Reward and Incentive Programs

3. Are you guilty of?
• “I just need something to hand out at job sites.
Do we have any pens?”
• Sending brownies as a holiday food gift – even
to the Diabetes Center.
• “Let’s put a glossy version of our mission
statement on the back of this business card.”
• Posting, “<3 this weather!” on your LinkedIn or
Twitter feed.

4. Then you might need to take notes.
Customers say, “I don’t want a
salesperson who sells to me how they
sell. I want a trusted partner who I
buy from how I buy.”

5. 1) The Golden Rule of ALL
Networking: Be more interested
than you are interesting
Ask questions
Do your homework
Ask more questions

6. 2) Create Your Personalized
Marketing Plan
Even if your company doesn’t have one – you should.
Include:
•Your goals
•Your target – Ideal Profitable Customer
•Your value proposition
•Your budget
•Your timeframe

7. 3) Who is this ‘Ideal Profitable
Customer’?
An example of, “Do the same things and get the same
result.”
Who is the customer you already work with as a trusted
partner?
•Industry
•Profile
•Revenue
•Number of Employees

8. 4) What about this ‘Value
Proposition’?
Why did that stellar customer decide to do business with
you?
Not sure? Ask them – What is it that you do that keeps
them coming back?
The details are important:
•How do they like to be contacted?
•How often?
•What results are important to them?

9. 5) Determine a marketing budget
• Use a guideline set by your company
• Not sure where to start – use the Rule of 10%
Determine the value to you in real dollars of a new customer/10%
X the number of new customers you need (Quota? Personal Goals?)
= Your Marketing Budget

10. 6) They call it a Marketing Plan for a
reason – Plan with your customer’s
goals in mind
• Fail to plan = Plan to Fail
• Determine a plan for getting/keeping in touch with
your customers
• How much time do they have to see you?
• How often do they WANT to see you?
• How do they want to see you?
• Are they online? Where?

11. Ok, now you’ve laid the foundation.
It’s time to really put yourself in your customer’s
shoes
or, in your case
Their workboots.

12. 7) Be…Consistent
• Break your plan into ‘touches’
• Stick to your plan
• Stick to your message

13. 8) Give…Value
• Don’t be wasteful in your giving
• Give something useful
• Give with variety
• Give with your customer’s needs in mind

14. 9) Get…creative
Inventive ideas get remembered

15. 10) Use New (Social) Media
There was a time when early adopters paved the way.
With Social Media, if you’re not an early adopter, you will
be left behind.
The small word of social media can be a big advantage
•Promote your customers with referrals and testimonials
on LinkedIn or other social media sites
•Mention them on twitter
•Like them on Facebook

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Kimble Bosworth
5001 Illinois Ave
Nashville, TN 37209
615.715.0545
kimble.bosworth@proforma.com
http://proforma.com/printelligence
: @printelligence
: facebook.com/kimble.bosworth