“Nobody panics when things go 'according to plan'. Even if the plan is horrifying!”

The late great Heath Ledger quoted that line in the Dark Knight. Is it extreme to call a marketing plan...horrifying?

No. Why you ask? Well...let's look at its roots. A marketing plan is designed for one thing and one thing only....MORE. More sales, more growth, more brand commitment, more amplification, more, more, more.

So, if the marketing plan is presented to you (the client) and it's safe, traditional, middle of the pack, 'like your competitors'....you will get exactly that. Your core audience/customer will continue to like your products or services or you might bump your competitor down a notch or it will come and go like most other mediocre marketing plans.

So how do you begin to make sure that your marketing plans are not...HORRIFYING!?

Functional, Social and Emotional. What???

1) Functional - does your message truly show what you offer?

2) Social - Your image....build that love and loyalty. Be part of the messaging through building your brand and protecting it...without coddling it. Use your customers as your guide.

3) Emotional - Emotions in business??? What? Get the f**k out of here! Well...it's true. Create a sense of 'meaning.' Don't discount the fact that if you truly put meaning into your messaging that it won't show...it will. You can't fake it because if you do it will come out eventually.

If you plan like the Joker: "Do I really look like a guy with a plan? You know what I am? I'm a dog chasing cars. I wouldn't know what to do with one if I caught it! You know, I just... *do* things."

Then the result will be what Batman said to the Joker...."There won't BE any fireworks." Give yourself the courage to attempt those 3 points and maybe there will be...