Newsletters are a very popular marketing tool. They can be incredibly effective if done right. Unfortunately, most company’s efforts end up in the circular file before anyone has read a word. Why? Because they committed too many newsletter no-no’s. If you are the editor-in-chief of your company’s newsletter, be mindful to avoid these very common mistakes.

Challenger Brands subscribe to the theory proposed by Ken Blanchard and Sheldon Bowles in their book Raving Fans: A Revolutionary Approach to Customer Service. In the book, Blanchard and Bowles theorize that “your customers are (likely) only satisfied because their expectations are so low and because no one else is doing it better.”

Most companies have the best intentions when they set out to create a marketing plan. But there is one thing that we consistently see underestimated – and, in many cases, overlooked. That is a thorough, non-biased competitive analysis. We are not referring to an understanding of your competition from your own perspective, but a thorough understanding of your competition through your customer’s eyes.

Thinking outside the box has long been in vogue. But what about “acting” outside the box? In his latest book, Poke the Box, author Seth Godin makes a case for not only thoughts that exceed the limits of the box but actions as well.

The ideal marketing plan needs to be a living, breathing and customized document. It is the single document that is at the core of all of your marketing objectives, strategies and tactics. In an effort to help you craft the perfect, and most importantly, realistic marketing plan for your company, try using our 8 Steps:

Challenger Brands know that a brand position is an expression of the value that their brand has in the mind of the consumer when compared to other brands. They further recognize that they must be able to voice what distinguishes them from their competitors – the more that distinctive quality is sought after, the stronger the position.

According to a recent analysis from Starch Advertising Research, celebrity endorsements provide nearly a 10% lift in print ad readership, with boosts ranging from 7% for sports celebrities to 15% for entertainment celebrities.

It seems everyone is Tweeting these days. Although Twitter, as a social media tool, is well entrenched in the market, many business professionals with whom we speak are still trying to grasp the value of regular sharing of information and how to use Twitter effectively.

The average Facebook user has 130 friends. Making friends on social networking sites can be very addictive. It’s not uncommon for individuals to have hundreds of “friends” or, more accurately stated, “acquaintances”. But, Challenger Brands understand the importance of real and meaningful connections and that they cannot be all things to all people. You want to be close enough for the connections to translate into referrals, both business and personal, which are often times intertwined.

Challenger Brands instinctively realize the value that a Chief Values Officer (CVO) can bring to their organization. Because Challenger Brands operate in an authentic and transparent nature, the CVO offers the reality check necessary for the company to remain true to its core values. And, before you start to think that we’re suggesting you add another C-Suite title and layer of bureaucracy to your organization, it’s important to point out that the title and responsibilities of the CVO is one that Challenger Brands delegate to their entire roster of employees.