.floatimg-left-hort { float:left; } .floatimg-left-caption-hort { float:left; margin-bottom:10px; width:300px; margin-right:10px; clear:left;} .floatimg-left-vert { float:left; margin-top:10px; margin-right:15px; width:200px;} .floatimg-left-caption-vert { float:left; margin-right:10px; margin-bottom:10px; font-size: 12px; width:200px;} .floatimg-right-hort { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 300px;} .floatimg-right-caption-hort { float:left; margin-right:10px; margin-bottom:10px; width: 300px; font-size: 12px; } .floatimg-right-vert { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px;} .floatimg-right-caption-vert { float:left; margin-right:10px; margin-bottom:10px; width: 200px; font-size: 12px; } .floatimgright-sidebar { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 200px; border-top-style: double; border-top-color: black; border-bottom-style: double; border-bottom-color: black;} .floatimgright-sidebar p { line-height: 115%; text-indent: 10px; } .floatimgright-sidebar h4 { font-variant:small-caps; } .pullquote { float:right; margin-top:10px; margin-left:10px; margin-bottom:10px; width: 150px; background: url(http://www.dmbusinessdaily.com/DAILY/editorial/extras/closequote.gif) no-repeat bottom right !important ; line-height: 150%; font-size: 125%; border-top: 1px solid; border-bottom: 1px solid;} .floatvidleft { float:left; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} .floatvidright { float:right; margin-bottom:10px; width:325px; margin-right:10px; clear:left;} Most businesses don’t create a marketing plan or do any annual “thinking” about their operations. Let’s assume you’re one of the few who recognizes the importance of some big-picture planning. Part of that effort should be a SWOT analysis.

Think of a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis as preventive medicine.

Your goal in doing a SWOT analysis is to capture and communicate, in a very simple format, the issues your organization needs to keep an eye on during the next 12 months. Naturally, these become the building blocks for your marketing tactics. It’s easy to strategize on how to capitalize on your strengths, but the real marketing genius will come from neutralizing your weaknesses.

The most urgent category is the opportunities. Your strengths will be with you for years. But an opportunity is here now. How do you capitalize on it?

Remember, the SWOT is not science. It is filled with subjectivity. Use it as a guide, not a mandate.

Keep these points in mind:

Be as objective as possible. It’s difficult to evaluate yourself clearly. Invite others into the process.

Your SWOT is a snapshot of today. Use it to plan where you want to go tomorrow.

Be precise in your language. This is not the time for ambiguity.

Think sound bites. Words and short sentences, not paragraphs.

This is also a great team-building exercise. It will be valuable to you to hear your team’s perspective. If you’re really brave, ask some clients and trusted vendors.

The entire process will surprise you. And should lead to some very smart marketing for the year!

Drew McLellan is Top Dog at McLellan Marketing Group and blogs at www.drewsmarketingminute.com. He can be reached at Drew@MclellanMarketing.com. © 2010 Drew McLellan