November '20

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A W A R D S & C U S T O M I Z AT I O N 9 8 G R A P H I C S P R O N O V E M B E R 2 0 2 0 G R A P H I C S - P R O. C O M T H E R I S I N G T I D E O F B U S I N E S S Finally, let's figure out what things drive you a little nuts. What are you opposed to and raises the blood pressure a little when you think about it? This is not a person or a thing, but instead an action or a trait that you find annoying. This gives you that third leg to point to as the opposite of that annoyance is often something that is important to you. It might even line up with your core value and again is just a way to give you a third point of reference. The intersection of these three things is most likely your "why." Armed with your "why," you now build the foundation. That foundation is your business plan. Once you have that, you need to define the people, set your goals and milestones, and build a mar- keting plan. Many people think a marketing plan is what you will post on social media, the ads you will run, etc., but that is just the last bit. The important part is getting clear on your ideal customer and deter- mining the best products and services for them at the right price point. So, the next phase of planning for 2021 is to make sure you know your ideal customer inside and out. What do they need, what problems do you solve for them, and most importantly, why do they (or should they) buy from you? Here is the secret: it has nearly everything to do with your "why." They identify with your values, have similar passions, and rally against similar things. It becomes eye-opening to see all of these things lining up as you create the plans to build your skyscraper, and the floors of that skyscraper are your ideal customers. FINISHED BUILDING Now with the bedrock, the foundation, and the floor plan in place, let's look ahead to the finished building for 2021. Armed with the most details we can have on those things we discussed, the process of planning for 2021 just got easy. When people talk about spotting new trends, what they are really saying is un- derstanding what your customer actually wants and needs sometimes before they do. Finding a trend is one thing, but if your customers don't care about it, it is a waste of time. So, planning for 2021 means putting yourself in your customer's shoes and thinking, asking, and re- searching what 2021 will look like for them. Once those ideas and po- tential plans come to you, you have an easy way to decide if you move forward. Does it fit your "why"? Yes? Then do it. If not, don't do it. Hey, 2021: let's do this! GP AARON MONTGOMERY is the co-founder of Their goal is to help over 1,000 businesses in 2020 reach their idea of success through training, community, and accountability. Aaron has over 25 years of ex- perience with personalized products and small business development. You can also find Aaron co-hosting the podcast 2 Regular Guys Podcast ( He has his own podcast channel and weekly live videos called Small Business Saturdays Series. New episodes are released weekly at smallbusinesssaturday- You can find out more about Aaron at

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