The 1-Page Marketing Plan by Allan Dib is the ultimate small business marketing book. It's about how to make a marketing plan for small business. The book is easy to understand for marketers as well as small businesses. It seems highly beneficial for product-led businesses. But others can implement the tactics in a similar way, tweaking as they see fit.
The book is a collection of marketing gyaan – some original, some borrowed – poured all into one plate for consumption. You might pick some viral marketing quotes you’ve already heard.
And here I present the 1-Page Marketing Plan summary article with the main points.
Table of Contents
What is Allan Dib’s One Page Marketing Plan?
Struggling business owners spend time to save money, whereas successful business owners spend money to save time. Now, you can always get more money, but you can never get more time. So, ensure the stuff you spend your time on makes the biggest impact.
So, pay attention to and expand the things that give you the most leverage, like marketing. The peculiarities in small business marketing can result in exponential improvement in your revenue, not just incremental.
The 1-Page Marketing Plan is an implementation breakthrough rather than a new marketing innovation or concept. The plan is literally reduced to a single page.
Marketing to Prospects: The “Before” Phase
In the “before” phase of marketing your small business, you’re dealing with prospects. They're people who may not even yet know you exist. You’ll identify a target market, craft a compelling message for this target market and deliver your message to them through advertising media.
Rather than trying to serve a wide market, it’s important to narrow down your audience and become a big fish in the pond. Selecting the target market is a crucial first step in marketing.
Crafting a compelling message is also crucial for your marketing success. Treat advertising like a vending machine that yields predictable results, rather than like a slot machine. Aim to be remarkable and offer unique value that sets you apart from your competitors.
Targeted advertising should be preferred over mass marketing to minimize waste and reach the right audience. Develop your USP, deliver on it and play the game, on your terms.
The goal of this phase is to get your prospect to know you and respond to your message. Once they’ve indicated interest by responding, they become a lead.
Marketing to Leads: The “During” Phase
In the “during” phase, you’re dealing with leads. Leads are people who know you and have indicated interest in what you have to offer.
Only a small percentage of your target audience is ready to buy immediately. By creating lead-generating ads and capturing leads in a database, you can nurture them over time. It increases the effectiveness of your advertising.
Teach and build relationships through education and valuable content. It establishes you as an expert and authority in your field. When your leads are ready to buy, you’ve already built a solid relationship with them based on value and trust.
Also, making buying easy for customers is important. Remove red tape, lengthy forms and inflexible rules. And provide excellent service to make leads choose your business.
The goal of this phase is to get your leads to like you and your offer enough to buy from you for the first time. Once they’ve bought from you, they become a customer.
Marketing to Customers: The “After” Phase
In the “after” phase you’re dealing with customers. Customers are people who like you and what you have to offer enough to have paid you money at least once. In this phase, you’ll turn your customers into raving fans by delivering a world-class experience.
Give customers not just what they want but what they need. It helps you foster trust, build authority and become their trusted advisor.
Turn customers into raving fans who trust you, refer you and can’t wait to do more business with you. So, invest time and effort, and build a loyal following.
The goal of this final phase is to get your customers to trust you and buy more from you. This phase continues in an ongoing “virtuous cycle.” You deepen your relationship with customers, do more business with them and get more referrals. Uncover all untapped profits that you can.
Wrapping It Up
Be focused on getting, retaining and satisfying customers through effective small business marketing. These are the tasks that create the most value in your business and facilitate rapid growth. Almost everything else is overhead.
Marketing isn’t an event, it’s a process. It’s something you do daily to build massive value in your business and deliver massive value to your customers.
So, create your own one-page marketing strategy and most importantly implement the plan. Spend time daily doing business and building value.
Those were the working small business marketing strategies from the 1-Page Marketing Plan book summary. If implemented well, they can really help you grow your business.
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