The Purpose

Subsection of: Create Your Marketing Plan
Adapted from content excerpted from the American Express® OPEN Small Business Network

The general purpose of any marketing plan is to maximize your business’ profits. But what does that mean for your business? Spell it out here. If you’re a children’s clothing designer, your purpose might be “To sell the greatest number of infant dresses at the lowest cost per dress”. If you’re a self-employed computer consultant who helps companies utilize the Internet, your purpose might be “To book my time completely by getting the greatest number of clients at the lowest possible cost.”

Some things to think about when you’re writing this section:

Your marketing plan’s purpose may seem obvious to you. But by putting it up front and in writing, you will stay focused on your intent.

Many businesses think their marketing plan is about increased exposure, getting press, writing cool ads, and the like. These are not purposes, they are tactics. The end result of any of these is to increase your profits.

If you’re having trouble answering “what is the purpose of your marketing plan,” you might want to think “why are you marketing?” Your answers to these questions should be the same.

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