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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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 info@marketingforsolos.com 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 info@marketingforsolos.com 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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