1-Page PDF Summary of The 1-Page Marketing Plan The purpose of a business is to make money and grow—and for a small business, the surest way to make money is to have a simple, clear marketing plan defining who you’re targeting as prospects and customers and how you’ll reach them. However, many small businesses f See more Web1/03/ · The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd (PDF) Allan Dib • Pages • MB • English + Web28/04/ · In The 1-Page Marketing Plan, serial entrepreneur and rebellious marketer Allan Dib reveals a marketing implementation breakthrough that makes creating a Web9/07/ · Download Book The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd by Allan Dib Link: Web4/03/ · The 1-Page Marketing Plan consists of three major phases, each of which consists of three minor parts. Dib’s book is a thorough, step-by-step guide through each ... read more
P — Profitability : How profitable is the work you do for this market segment? Another great tool for getting into the mind of your prospects is becoming one of them temporarily. Speaking of — quality and service are too abstract and too expected to be part of your ad; you need to have a USP, aka unique selling proposition ; this is how you stand out. People are much more willing to pay for the cure than for prevention, so targeting existing pain results in much higher conversion than promising a bright future. Not measuring where your leads and sales come from and not tracking ROI on ad spend is the mark of the amateur. ROI, of course, stands for return on investment. Of course, that means that whether on Facebook or on Twitter, whether through emails or SMS, you need to act as a friend to these people and not as a marketing rep. How would you feel if you receive a postcard from a business? Leads are people that know you and have indicated interest in what you have to offer by responding to your marketing message.
The goal of this phase is to get your leads to like you and what you have to offer enough to buy from you for the first time. As we said above, selling directly from your ad is wrong, dead wrong! Of course, this starts with positioning. Another thing that should help you is understanding the common fears of your customers; if you can address them before the sale, then you have a very tangible competitive advantage. Also: never give your prospects and leads too many options; this results in paralysis by analysis and lack of a final decision.
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Below is a preview of the Shortform book summary of The 1-Page Marketing Plan by Allan Dib. Read the full comprehensive summary at Shortform. However, many small businesses fail to market effectively. In The 1-Page Marketing Plan , business coach and entrepreneur Allan Dib tells small business owners how to create a marketing plan using a simple template that guides you through three customer-focused phases of marketing: awareness, familiarity, and enthusiasm. Dib identifies several essential elements of a compelling offer:. Shortform note: In addition to these often-quoted basic elements, being extra creative with your offer can significantly boost your response rate.
For example, a car dealer might offer an exclusive preview of its newest models to high-end clients—including catered food and a limo ride to the event. This marketing website provides additional examples of compelling offers for various types of products. The third step in the awareness phase of marketing is choosing the right advertising medium to communicate your message to your target prospects. Because advertising is the most expensive component of your marketing, Dib recommends choosing and managing it based on ROI, or how many leads and customers it generates versus the cost. Tools for tracking ad response include toll-free numbers, web analytics, and coupon codes.
Shortform note: As Dib notes, each medium has advantages and disadvantages. Email is an inexpensive, direct, personal way to reach prospects and customers, which also can be automated. Dib notes that with email, you can:. Dib recommends using a commercial email marketing system such as MailChimp , ConvertKit , or ActiveCampaign rather than trying to send mass emails via Outlook or Google mail. They meet compliance standards and work to improve delivery. Also, they automate sending. According to marketing strategists, key questions to answer when planning an email campaign include:. Despite the allure of social media and email, Dib recommends that regular or snail mail also be a part of your marketing strategy. Direct mail works as a marketing medium because:. The key to messaging is to use a mix of media appropriate to the prospects you want to reach, avoid relying too much on any one channel like social media to generate leads, and track the ROI.
Shortform note: Surveys continue to show that direct mail has a higher response rate than email 4. A study by The NPD Group Inc. The second marketing phase after creating awareness focuses on developing or nurturing sales leads —people who have indicated interest by responding to your message—and turning these leads into customers. This is important because only a small percentage of the people who express initial interest by, for example, downloading a free report or video, will be ready to buy immediately. Dib notes that capturing them in a database allows you to develop their interest over time, so a sale follows naturally. To manage your marketing infrastructure, he recommends investing in a CRM system, or customer relationship management software that allows you to organize, track, and analyze customer data. Shortform note: In New Sales. To generate leads, he explains how to create a list of likely prospects using online research and referrals.
You want to move them from being interested in your product to wanting it—and wanting to buy from you. Do this, Dib says, by making a series of contacts with the lead in which you:. These contacts will predispose leads to buy from you before you ever try to sell them. Most salespeople follow up on a lead only a few times—however, Dib recommends a multistep process in which you contact them 10 or more times. In traditional pressure selling, Dib notes that a dozen contacts would be unwelcome. A version of this method is described in SPIN Selling. In the third step of the familiarity phase—conversion—turn interested leads into paying customers.
Dib contends that the key to conversion is positioning yourself the right way, so that buying is the natural response. However, pressure tactics only engender more distrust. In addition, he offers the following positioning tips to convert leads to customers:. Be an educator, advisor, and problem-solver. This starts in step 2, cultivating your leads, where you offer something, such as a free report or webinar, that educates them about a problem they have. Shortform note: The Challenger Sale approach positions salespeople not only as experts but also as teachers, challenging their thinking about their market and providing customers with new insights into their problems. Offering an extraordinary guarantee eliminates the risk.
Another way of eliminating risk is to allow the customer to try before she buys. Shortform note: In Traction , Gino Wickman recommends making a guarantee part of your marketing strategy. He also suggests calling your guarantee a pledge, commitment, or promise to give it added weight. Charge a premium price. Most businesses set prices based on their competition, or they calculate their cost and add a markup. This positions your product as a commodity, forcing you to compete on price, which is a downward spiral. Instead, Dib argues you should position yourself above competitors by charging a premium. This facilitates buying in several ways: A few customers will pay for the best, boosting your bottom line and attracting more high-end customers; and a high price for your main item will make other items seem reasonably priced.
The way to do this is to create a compelling sales story. Dib notes that most businesses stop marketing to a customer once she buys something—however, this way of thinking limits business growth. Developing customers into superfans generates ongoing revenue and can help you launch new products because superfans will test the products and evangelize for them. The first step in building customer enthusiasm is delivering a standout experience that helps turn them into superfans. Dib recommends several strategies:. Many business consultants recommend creating a customer experience or CX strategy that lays out your approach to creating the best possible customer experience for your product or service. To develop a CX strategy:. Customer experience is a major differentiator for businesses. After delivering a memorable experience, step 2 in the enthusiasm phase is to get customers to buy more from you. Shortform note: Dib recommends calculating customer lifetime value or CLV—how much money a customer will bring to your brand throughout their time as a paying customer.
The basic formula is: average order value x purchase frequency x average retention time in years. However, there are different formulas and variations , and it gets complicated. Other strategists say knowing your CLV can help you increase profits by identifying your most valuable customers, profiling them, and focusing on building that segment. Dib offers these strategies for getting more profit from existing customers that is, increasing their lifetime value to your company :. Shortform note: There are many other ways to increase customer lifetime value or purchases , including: Create unexpected and delightful surprises such as birthday coupons, give extensive product details which increases the likelihood of buying , personalize the shopping experience, provide multiple ways to return items, reward loyalty, and create frequent buyer programs and exclusive offers.
The final step in creating enthusiastic superfans is prompting referrals. He recommends several approaches:. Shortform note: Additional ways to generate referrals include: Make the experience so compelling that customers want to share it, leverage LinkedIn to identify effective referrals, create a customer referral program, and offer incentives for referrals. Dib writes that while his plan is intended to simplify and explain marketing, its second purpose is to speed up implementation. Shortform note: Analysis paralysis is also referred to as overthinking. Causes include fear of making mistakes and simply having too much information. Some antidotes are trusting your instincts, accepting uncertainty, and making small choices quickly.
Dib emphasizes that the strategies and tactics underlying his marketing plan are proven, and they work for all types of businesses because they address human behavior, which is common across industries. However, on his website, Dib provides five examples of marketing plans created using his template: coach , medical office , e-commerce , software company , and real estate. Unlock the full book summary of The 1-Page Marketing Plan by signing up for Shortform. This is the best summary of The 1-Page Marketing Plan I've ever read. I learned all the main points in just 20 minutes. We're the most efficient way to learn the most useful ideas from a book. Ever feel a book rambles on, giving anecdotes that aren't useful? Often get frustrated by an author who doesn't get to the point? We cut out the fluff, keeping only the most useful examples and ideas.
We also re-organize books for clarity, putting the most important principles first, so you can learn faster. Other summaries give you just a highlight of some of the ideas in a book. We find these too vague to be satisfying. At Shortform, we want to cover every point worth knowing in the book. Learn nuances, key examples, and critical details on how to apply the ideas. You want different levels of detail at different times. That's why every book is summarized in three lengths:. Our Summaries Pricing About Log in SIGN UP. PDF Summary: The 1-Page Marketing Plan , by Allan Dib Book Summary: Learn the key points in minutes. Who need [top-quality styling products] [Acme Beauty Supplies] Is [the leading distributor of brand-name products] Providing [the widest range of popular products delivered overnight]. Unlike [other suppliers using dubious sources], [Acme Beauty Supplies] is [the only salon products distributor in North America that guarantees our products are authentic and will meet your standards].
Dib identifies several essential elements of a compelling offer: Add customer value by bundling additional benefits and bonuses the way infomercials do. When a customer is in a buying mood, add on a high-margin item like a service contract. Offer no-hassle payment options that work for the customer. Suggest scarcity for example, a limited supply or sale expiration. Choose the Right Medium for Your Message The third step in the awareness phase of marketing is choosing the right advertising medium to communicate your message to your target prospects.
Email Marketing Email is an inexpensive, direct, personal way to reach prospects and customers, which also can be automated.
Web4/03/ · The 1-Page Marketing Plan consists of three major phases, each of which consists of three minor parts. Dib’s book is a thorough, step-by-step guide through each Web28/04/ · In The 1-Page Marketing Plan, serial entrepreneur and rebellious marketer Allan Dib reveals a marketing implementation breakthrough that makes creating a 1-Page PDF Summary of The 1-Page Marketing Plan The purpose of a business is to make money and grow—and for a small business, the surest way to make money is to have a simple, clear marketing plan defining who you’re targeting as prospects and customers and how you’ll reach them. However, many small businesses f See more Web1/03/ · The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd (PDF) Allan Dib • Pages • MB • English + Web9/07/ · Download Book The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd by Allan Dib Link: ... read more
Remember Me. Unlike emails, people save USPS letters and cards. Speaking of — quality and service are too abstract and too expected to be part of your ad; you need to have a USP, aka unique selling proposition ; this is how you stand out. Place the mask over your mouth and nose and pull the strap to tighten. Write subject lines that compel clicks by promising value and personalizing. creating your own personalized marketing plan that is literally one page. Have effective business systems in place so you can deliver on your promise of a standout customer experience.Flag as Inappropriate Cancel. Leads are people that know you and have indicated interest in what you have to offer by responding to your marketing message. Test and launch new products and services. Have at least 5 sources of new leads and new customers. Start at the End How to Build Products That Create Change — Matt Wallaert Email Marketing Tips — Meera Kothand. Get Them to Make Referrals The final step in creating enthusiastic superfans is prompting referrals.