The 1-Page Marketing Plan - PCC - ebook

WARNING: Do Not Read This Book If You Hate Money To build a successful business, you need to stop doing random acts of marketing and start following a reliable plan for rapid business growth. Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn’t get done. In The 1-Page Marketing Plan, serial entrepreneur and rebellious marketer Allan Dib reveals a marketing implementation breakthrough that makes creating a marketing plan simple and fast. It’s literally a single page, divided up into nine squares. With it, you’ll be able to map out your own sophisticated marketing plan and go from zero to marketing hero. Whether you’re just starting out or are an experienced entrepreneur, The 1-Page Marketing Planis the easiest and fastest way to create a marketing plan that will propel your business growth. In this groundbreaking new book you’ll discover: • How to get new customers, clients or patients and how to make more profit from existing ones. • Why “big business” style marketing could kill your business and strategies that actually work for small and medium-sized businesses. • How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money. • A simple step-by-step process for creating your own personalized marketing plan that is literally one page. Simply follow along and fill in each of the nine squares that make up your own 1-Page Marketing Plan. • How to annihilate competitors and make yourself the only logical choice. • How to get amazing results on a small budget using the secrets of direct response marketing. • How to charge high prices for your products and services and have customers actually thank you for it.

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Chapter 1What is marketing really?

Marketing is the strategy you use to get people in your target market to know you, to like you and ultimately to trust you enough to become a customer and eventually an advocate. All the things you do to achieve those transitions are tactics. If you get your marketing plan down on one piece of paper, everyone will be able to see the big picture and work in.

There's lots of confusion about marketing. It's not unusual for people to think marketing is advertising, or branding or something else. The simplest jargon-free way to think of marketing goes like this:

And if you planned the whole thing, that's marketing. Marketing is the strategy you use to get your target market to know about you, trust you and ultimately become a fan of what you do.

You might assume you know what marketing is but you won't pick it up by looking at what the big brands do:

■ They have a different agenda. They have to keep their shareholders and their superiors happy.

■ They have massive advertising budgets in the millions and therefore have to do things at scale. They don't need to see immediate results.

By contrast, when a small to medium-sized business owner or manager does marketing, he or she:

■ Wants to generate an immediate sale.

■ Will probably be prepared to spend $10,000 or less.

Therefore, most real world businesses prefer to do marketing which has these traits:

■ Marketing has to be trackable and measurable – so you can do more of what works and less of what does not work for you.

■ Marketing has to be direct response rather than brand building – so you can generate immediate sales rather than nebulous sales in the future.

■ Marketing must target a specific market niche – so you can make offers using headlines and sales copy they will find compelling.

■ Marketing needs to incorporate a compelling call to action – otherwise people will never get around to buying. Small to medium-sized business marketing has to demand a quick response.

■ Marketing can be multi-step but there needs to be short-term follow-up – you need to do things which move people through the funnel quickly before they get distracted.

■ Marketing needs to have maintenance options as well – so you can keep working with people who are not ready to buy immediately.

When you take all these factors into account, it's clear why most small to medium-sized businesses do direct response marketing with offers and calls-to-action rather than generic or brand building marketing.

Key Thoughts

"Struggling business owners will spend time to save money, whereas successful business owners will spend money to save time. Why is that an important distinction? Because you can always get more money, but you can never get more time. So you need to ensure the stuff you spend your time on makes the biggest impact. This is called leverage and leverage is the best kept secret of the rich. If you want more success you need to start paying attention to and expand the things that give you the most leverage. By far the biggest leverage point in any business is marketing. If you get 10% better at marketing, this can have an exponential or multiplying effect on the bottom line."

Allan Dib