Wouldn't it be nice if, for every $1 you spent marketing and advertising your business, you made $5 in return — or more?

If you could do that, you would have something your competition would be very envious of: A marketing "magic bullet."

Sadly, they don't exist… and that is mainly because marketing is a constantly changing challenge.

Your customers and prospects are constantly changing. They change what they read, how they access news and how they respond to advertising. Their lifestyles change, their tastes change and no one knows what is going to attract them best tomorrow.

As an example, think of the past five years and the impact that websites, Google, social networking, "deal of the day" e-mails and other technology-based marketing has made.

Then try and forecast what this will all look like in another five years. It's like looking into a crystal ball filled with fog.

Where's the magic bullet?

I'd love to tell you that there is a "marketing magic bullet" that you can fire at will, anytime you need more customers.

The closest thing to that "magic bullet" is to create a marketing plan that is targeted to your "ideal" clients. Budget for it, time it to your cash flow and the seasonal peaks and valleys of your geographic and demographic marketplace.

Put your marketing activities in a calendar so you don't miss opportunities or rush to hit deadlines, causing less-than-wonderful results.

This takes a little thought and effort. Define your "ideal" clients. Consider how best to reach them — where they are, what they see and what will cause them to respond.

Make each marketing activity build on the last one and then create a foundation for the next.

You need to gather accurate data, which will enable you to do more of what works and eliminate what does not work.

How to do it

The following are some ideas you can choose from to get this done, so that you can determine which marketing methods are best for your business.

• All your marketing should work to establish your brand so it will attract your "ideal" customer and have an offer, a call to action.

• Use your logo prominently in every marketing action from your business card to your vehicle(s) to your advertising to your uniforms, so your company name is instantly recognizable to get your business well-known in your community.

• Time promotions to take advantage of seasonal peaks and valleys.

• Have reasonable expectations for each promotion and know your break-even point for each so you will have the data when deciding whether it is worthwhile to repeat them.

• Use media to attract new customers and personalize your offers to retain them.

• Set aside an "experimental marketing budget" so you can afford to try new media, new messages, new pricing strategies and compare them to your current marketing so you can constantly be seeking better ways of attracting those elusive "ideal" customers.

So develop your marketing plan and use it as your "magic bullet" to increased sales volume and profits based on attracting more "ideal" clients. Work hard to retain them for the future.

Regularly review your results and revise your marketing plan based on what you know has worked and what hasn't. When you've done that, marketing will no longer be a mystery. It will become your "magic bullet" to your long-term success.

Larry Galler specializes in coaching owners of small businesses to grow their business through effective marketing, customer retention programs and systemizing their business practices. Explore how he can help you during a free coaching session by calling (219)464-9463 or e-mail Larry@LarryGaller.com. Visit his website at www.OneYearToGreatness.com.