Mini Marketing Moment: ‘Templating’

Say you’ve just created a powerful campaign to market a complex product (a car, for example, or a real estate development). Then, a couple of key people on the business are transferred onto another account, or they move to another company.

A year later, you’re called upon to market a similar product. If you’re like most of us, you start again from scratch, with a foggy recollection of what worked and what didn’t.

Templating is a an easy, highly effective solution to this problem.

I just helped one of my clients template their entire sales and marketing program. This isn’t the same as laying out templates of ads: rather, it’s templating all the elements of the brand that need to be ‘nailed’ prior to talking tactics; templating the questions you need to ask to establish the buyer personas; templating the buyer stages; and, of course, templating the specific marketing tactics you used.

Creating this sort of template ensures a consistent approach to your marketing and communications, without stifling anyone’s creativity. What’s more, it adds a valuable asset to your company – something that investors down the road might find extremely attractive!

Check out this video to see how it’s done.


As a brand strategy expert, successful entrepreneur, and award-winning author, Marc Stoiber uses simplicity and creativity to help people discover what’s awesome about their business… and then helps them tell the world. For more on creating your company’s value proposition, connect with Marc on FacebookTwitter, and LinkedIn, and sign up to his monthly newsletter.  

Want to try building your own powerful brand to create an unfair business advantage? Try out Marc’s Brand DIY Course – available now.

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