• Jes B

Back to Basics: Step one of your marketing plan

Updated: May 5, 2021


You've made the decision to jump into the world of entrepreneurship. Whether you're doing this full time or as a side gig, I know that the whole world of marketing can be overwhelming for those in the "startup-trepreneur" club.

So, where to start when marketing your company? Read on to find out where I recommend most businesses should start their Marketing Plan in 2021.

Marketing Blueprint.

I'm not going to beat around the bush here. The very first step you should take with your marketing plan is actually one that you should be able to easily identify.

You've got to establish your WHY.


Starting a company makes you a leader.

Shift your mindset in the early stages. Think about the ways in which you want your company to have an impact on the world, on yourself, on your employees, and on your customers.

Why is "WHY" so important!?

Establishing WHY your company will exist is the foundation of what you are building.

Starting with WHY will help you make decisions... and as your company grows and expands, it will help your employees make the right decisions for the company.

Communicating your WHY throughout every obstacle and challenge will create a stronger core. The WHY is often the founder or CEO's vision. The communication of it through the rest of the company is what creates an organizational culture that operates under one shared mission. The communication of the WHY with your customers is what creates loyal brand advocates. People who believe what your company believes.

The challenge with "finding your why":

The problem is, your "why" is actually not something that can be easily identified... and that's just science.

Ask your partner "Why do you love me?"

This is a difficult question to answer.

But, if you were to ask your partner "What is it about me that you love?"

This question gives them something to work with.

This is because the part of your brain that registers feelings and behaviour is not the same part of your brain that registers words.

This is the reason that putting your company's "why" into words can be a tough starting point for first-time business owners.

But I have created a blueprint that will figure this all out. I suggest grabbing a pen and paper and writing down your answers to each step.

Establishing your company's "why"

Here are the steps I suggest for finding your company's purpose.

Step 1: Consider what it is you do.

Sell Clothing? Sell candles? Lash technician? Mortgage broker?

Step 2: Consider what is important to you.

In what ways would you like to see the world change?

How can you impact the lives of your customers?

What is it that you care about the most when starting your company?

Think about your reputation. What you would want people to say about your company when you aren't in the room?

Step 3: Think about other companies that inspire you.

What is different about them?

How do you see them and talk about them?

How do others regard them?

Step 4: Dig deeper.

Now go back through steps one, two, and three and write down the benefits of each statement.


Step 1 Response: Lash Technician.

What is the benefit?

Step 2 Response: I would like to see women embrace themselves in every shape and form. I would like to help women be confident in their own skin. I want to encourage self-care, self-love, and self-appreciation. I want to own a company that inspires women to love themselves on the inside and encourages them to strive for greatness.

What is the benefit of this?

Step 3 Response: I love companies like Dove and American Eagle. They started marketing campaigns that show women that they are beautiful. They highlighted the unnatural beauty of the "beauty industry".

What is the benefit of these efforts?

Step 5: Consider your business goals and priorities.

At this point, you should have a good idea of what is important to you, how you want to inspire, and why this impact is beneficial. Now you want to tie them into your business goals.

Write down 3-5 goals and underneath write down what role these ideas will play in achieving them.

Step 6: Write down your "why" using one sentence.

This sentence will start with who you are and what you do but in the sentence, the "what you do" will actually be your "why" and you will follow with your actual "what".


We are J-Beauty Corp. and we give women the confidence to love themselves from the inside out by using our skills as a lash technicians to make women feel like their best selves.

Further communication of your why can be presented on your website, through your social media campaigns, and employee onboarding.


We understand and address the unnatural ideals of today's beauty industry and our company views every woman as beautiful and strong and - with our lash game - we give women the confidence to take on the world.

Step 7: Memorize and spread your "why sentence".

You should be able to recite your why sentence perfectly. You will train your employees to recite it perfectly. It will be ingrained in every decision-making moment as your company begins to flourish and grow. You will start to inspire others with your why.

Remember that as your company starts to expand, you may need to make adjustments and pivot, and your why statement may change slightly. This is OKAY. Always communicate it so that it doesn't start to get fuzzy or lost.

Click Here to access your 2021 DIY Marketing Checklist (NO BS) by CBP.

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