The 1-Page Marketing Plan

Many new business owners underestimate the importance of having a marketing system.

This system needs to:

1. Generate Leads.
2. Nurture leads into getting you more sales.
3. Making your customers become repeat customers that automatically refer you to others.

Allan Dib shares the nine fundamentals to a successful marketing plan, that can be fit onto one page (hence the name).

Before you read this book, get a piece of paper and make a 3x3 grid. Label each grid as follows:

1. My Target Market
2. Message to my Target Market
3. The Media I will use to Reach my Target Market
4. My Lead Capture System
5. My Lead Nurture System
6. My Sales Conversion System
7. How I Deliver a World-Class Experience
8. How I Increase the Customer Lifetime
9. How I Orchestrate and Simulate Referrals

At the end of each chapter, you’re prompted to fill in a square of the grid. This can be helpful so that each square is filled with fresh information. By the end of the book, all the squares should be completed.

Define a specific group of people to which 99% of them are facing a problem that you can solve. This is your target market.

Generic Targeting: Starting a fitness program for people who want to get in shape.

Niched Target Marketing: Starting a post-partum fitness program for mothers who want to get back in shape.

• Determine your target market’s pain points.
• Find out the underlying fear that is a result of them needing their pain soothed. Once you figure that out, you can easily soothe their pain.
• Find out the common enemy that causes their initial pain.

Develop more than one channel to use to reach out to your target market. Once you’ve laid out your media channels, stay consistent with them

• Create calls-to-action to engage your prospects.
• Use current trends to be relatable and relevant.

• Prospects don’t line up for your business overnight.
• It takes 12 interactions to turn a prospect into a raving fan customer.
• Most salespeople give up on their prospects after the 3rd interaction.
• Send Shock & Awe packages by mail to your nurtured leads.
• Develop a sphere of influence.

• Let your prospects test out your products or services before fully investing in you.
• Address the Risk Reversal: What you would do for them if anything went wrong while you were providing your product or service.
• Curate an unlimited offer.

• Your product or service doesn’t serve its purpose until you’re done selling it to them and received your compensation, which causes the prospect to feel lost about what to do with your product or service afterward.
• Make your prospects feels encouraged even after you’ve sold them.
• Imagine who your ultimate customer would be to buy your business when you’re to exit in the future.

• Slowly and reasonably raise your prices to match inflation over time.
• Bundle in high margin add-ons.
• Avoid poisoning your business with satisfying customers that are never satisfied.
• Use genuine complaints to grow your business.

• Be specific and direct about who your offer your products and services to.

Generic Referral Method: If you know someone who needs a plumber, tell them to call me.

Orchestrating Leads: If you know anyone who struggles with a leaky faucet, please have them reach out via email.

• Boost the ego of the customer by acknowledging how they benefit you before you make referral requests.