5 Ways to Kill a Great Marketing Plan
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Source: Entrepreneur.com
Filling your plan with fluff: "Fluff" is anything not specifically related to a number, strategy or tactic. Generalities also qualify. Saying your target market is "everybody" or "adults 50-plus" isn't specific enough and will lead to problems down the road. Start to think in terms of a niche. Instead of "everybody," scale down to "young males 16-plus who play video games and ride skateboards." Instead of "adults 50-plus" turn this into "adult women at least 50 years of age who shop online at least three times a week."
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