Marketing Launchpad

By Racquel Collard

The ultimate, no-fluff marketing book for women in business.

 

Are you tired of throwing money at marketing that doesn't work? Or are you confused about where to start with your marketing?

 

Marketing Launchpad is a must-have for any women who wants to transform her business from struggling to thriving through the power of strategic marketing.

 

Written with a focus on the unique needs of women in business, the easy-to-follow processes in Marketing Launchpad gives you everything you need to build a business that delivers the income and lifestyle you want.

 

In this 'no-fluff' book you'll discover how to:

• Create your own, unique Marketing Launchpad and uniquely 'you' Strategic Plan
• Gain greater clarity of your niche, your offer, and your messaging
• Attract your ideal client through strategic content without coming across as pushy or "salesy"
• Stop wasting money and energy on marketing that doesn't work so you can spend more time doing what you love

Marketing Launchpad is your ultimate fluff-free, step-by-step guide to map out your marketing strategy for every woman in business. Take your business to where you want it to be. Your way.

 

Marketing Launchpad is the book every woman in business should have on her shelf.

• Language: English
• Publisher: SMBMS Publishing
• Release date: Mar 19, 2023
• ISBN: 9781922926012

Book preview

ebookTitle

Copyright © 2023 Racquel Collard

All rights reserved.

ISBN-13 (print): 978-1-922926-00-5

ISBN-13 (ebook): 978-1-922926-01-2

Book Coach: Athena Daniels

Editing: Victoria Curran

Author photo: The Portrait Hub

Cover & interior design: Damonza.com

No part or the whole of this book may be reproduced, stored in a retrieval system, distributed, transmitted or utilized (other than for reading by the intended reader) in ANY form (now known or hereafter invented) without prior written permission by the author. The unauthorized reproduction or distribution of this copyrighted work is illegal, and punishable by law.

Disclaimer

The information in this book is general in nature and should not be used as a substitute for legal or professional advice. It is not intended to provide specific guidance for particular circumstances, and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication.

This one goes out to all the amazing women I’ve known in my life.

But in particular, it is dedicated to my mother, Eileen, my first female role model and a woman who has seriously kicked ass in her time.

Super smart, savvy, funny and charming to boot, my mum showed me that, if you have perseverance and you put in the work, you can have it all.

So, thanks, Mum. For everything.

Contents

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Introduction

Part 1: CLARITY

Chapter 1: Let’s get some clarity

Chapter 2: The customer journey

Chapter 3: Define your why

Chapter 4: Define your who

Chapter 5: Define your how

Chapter 6: Why you? Why now?

Chapter 7: Your competitors

Chapter 8: Branding 101

Part 2: FOCUS

Chapter 9: Now for some focus

Chapter 10: Product alignment strategy

Chapter 11: Are there any barriers to your success?

Chapter 12: Success by the numbers

Chapter 13: Your content marketing strategy

Part 3: BRINGING IT ALL TOGETHER

Chapter 14: You have everything you need to start marketing!

Chapter 15: OUTPUT 1: YOUR KEY MESSAGING GUIDE

Chapter 16: OUTPUT 2: YOUR CONTENT MARKETING STRATEGY

Chapter 17: Congratulations! You’re ready for Liftoff!

Need more help on your marketing journey?

Acknowledgements

About the Author

Introduction

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launchpad (noun)

The platform on which a missile or launch vehicle undergoes final prelaunch checkout and countdown and from which it is launched from the surface of the earth

Something that serves to launch orinitiate

(https://dictionary.com)

Welcome! I’m delighted to have you here. I’d like to take a moment to introduce myself and start off by telling you about how this book came to be.

My name is Racquel (pronounced Rachel—thanks, Mum!) and I am a professional marketer on a mission to help more businesswomen take control of their marketing.

After many years in the corporate world, kicking marketing-ass and fighting the good fight, I, like many people during COVID-19 lockdowns, took some time to re-evaluate and I realised that, whilst I was making good money and doing well at my job, I had lost my passion for corporate marketing. Increasing revenue and driving more sales for distant shareholders was no longer enough.

I wanted to make a difference in the world and, given the number of women starting their own businesses or turning their side hustles into full-time gigs, I focused my skills and knowledge on helping women like you build the businesses of their dreams by implementing marketing plans that work.

This book is a compilation of the framework and templates I use with my clients to supercharge their marketing. When you follow the processes outlined in this book, you’ll build the launchpad that will give you everything you need to successfully market your business for years to come.

Let Marketing Launchpad be the platform to launch your business into the thriving enterprise you deserve.

Why you should read this book

Through the Marketing Launchpad framework you will discover:

A greater clarity about who you’re helping and how, i.e. your niche, your offer and your messaging.

How to attract your ideal client through strategic content marketing without coming across as pushy or salesy.

How to stop wasting money and energy on marketing that doesn’t work so you can spend more time doing what you love.

Create your unique, strategic plan to take your business to where you want it to be. Yourway.

The easy-to-follow processes in Marketing Launchpad give you everything you need to know before you start marketing, saving you time, money and energy on marketing that doesn’t work for you.

Why marketing matters

Marketing matters because your business and what you do in it matters. Without marketing, you can’t drive the growth that leads to success. You can’t share your purpose with the world and help as many people as you can.

According to the World Bank, the economic cost of gender inequality globally amounts to USD 160.2 trillion because of women experiencing unequal access to education, employment, financial resources, power and opportunities to participate in decision-making in most societies. I am striving to help change these statistics using successful self-employment and business ownership as the tool of choice.

I’m a professional marketer. Helping women set up their businesses is what I do. All day. Every day.

During my marketing career, I’ve read hundreds of business and marketing books, and found very few written by women for businesswomen. Women who deserve the success in business overwhelmingly seen by men. Women who want to market their business without being seen as masculine and pushy—but also without the fluff. Smart women, who want to attract their ideal customer through the right marketing strategies.

To grow a profitable company, you need a process in place to continually attract more of your ideal client.

Successful marketing strategy

To market your business successfully, there isn’t one single magic formula that applies across the board. How can there be? Every business owner is different. Every business’s clients are unique.

These are the most common messages I hear every day from new clients:

Marketing is too hard. I have no idea where to even start.

My marketing doesn’t work.

I keep wasting money on marketing that doesn’t work.

I can’t attract my ideal client. I keep getting time-wasters.

Social media is a waste of time. No one buys from me.

I don’t need a niche, my products can help everyone!

There are too many choices! Which marketing should I do?

And that’s where Marketing Launchpad comes in. It’s designed to show you how to market your products and services to your ideal clients, to get the right results using the right strategies and the right messaging. For you.

This book is not a shortcut to getting rich quickly. If you’re looking for a bunch of hacks and tips for Facebook and Google ads, this isn’t the place. Let’s face it, that type of advice would be outdated before the book was even published!

The advice and strategies in this book will set you up for marketing success for years to come. It will show you how to build a solid platform for your business even beyond marketing.

How to use this book

This book has been designed to take the stress out of where to start with your marketing.

There are twenty bite-sized steps for you to take to build your Marketing Launchpad.

For each step I’ll explain the why and the how and there will be examples for both products and services and you will be provided with a link to download a free worksheet for each step to make it easier still!

There is no set time frame to complete each step (or the complete process) so you can work through the book at your own pace.

If you have done one of the steps before, use this process as an opportunity to review what you have now and include your reviewed version in the relevant activity.

The book is divided into three parts: Part 1: Clarity; Part 2: Focus; and Part 3: Bringing it all together.

Part 1: The magic of clarity

Crystalize the vision for your business

Clarify what’s important to you

Identify your niche

Get to know your ideal client and how you can solve their problems

Part 2: The secret sauce: focus

Formulate the strategies that will help you achieve the vision you’ve developed

Fine-tune your product offering to maximize financial reward

Part 3: Get ready for liftoff!

Create your own, unique Marketing Launchpad, including your key messaging guide & brand essence and your uniquely ‘you’ strategic plan

Prepare to take your business from where you are now, to where you want it to be.

The mechanics of the book

As you go through each section, and work through the actionable items, you will see different tools or information sources referenced. There are links to all the references mentioned throughout these sections at the back of the book.

The accompanying worksheets for the actionable items are available to download (for free) here: https://www.marketinglaunchpad.com.au/worksheets

If you prefer to work in one workbook, you can get one at: https://www.marketinglaunchpad.com.au/workbook.

This book will guide you through building your Marketing Launchpad so you can market your business with clarity and confidence.

But marketing sucks … doesn’t it?

Marketing sucks! This is what most of my clients think when they first come to see me. But if you’re in business, you’re in the business of marketing. Marketing itself doesn’t suck. Bad marketing sucks. Sleazy marketing sucks. And marketing that doesn’t work sucks. But marketing when it’s done right, is