Henry knew that having a clear idea of the type of clients he was looking for, both in terms of their wealth and their outlook on life, was only the first step in achieving his vision. He knew it was time to move forward with his plan, but he was unsure of the next steps.

Henry learned that having a carefully calibrated marketing plan would be key to developing his business. That meant taking the next three steps to achieve his goals:

> The marketing and delivery of your message must be carefully tailored so that it is consistent with what your target market expects.

> When setting your budget for marketing, decide on the weighting that you want to give to internal vs external activities.

> Choose activities that are appropriate to the type of clients you are trying to attract. Use a calendar to plan events and marketing activities, and assign adequate resources to each of those activities.