Of course, that is not the end of your marketing journey: now you need to turn these customers into raving fans, get their money, and inspire them to refer you to other people. Build the trust by delaying the sale and providing your customer with valuable information throughout; this will position you as someone of value in his/her mind. Once they’ve bought from you, they become a customer and enter the third and final phase of your marketing process. Marketing is all about contacts, relationships, connecting with people. Choose a relevant name for your product; think of it this way: if you need to explain it, then you’ve made the wrong choice. Boost your life and career with the best book summaries. Finally, you’ll create an environment where referrals continually come your way.The goal of this final phase is to get your customers to trust you and buy more from you. However, asking a referral after delivering the goods may even make your customer feel closer to you; sometimes this works even better than offering a percent for a referral; the latter is a business transaction, but the former a friendly engagement. Of course, this starts with positioning. If you have a detailed strategy but struggle to gain traction, boiling it down to one page will make it easier. That’s Dib’s marketing advice as well: “Most businesses have a rich ‘diamond mine’ in the form of existing customers which remains largely untapped, yet they leave this ‘family’ of existing customers after the first few transactions and spend all their marketing energy, money, and resources on seeking new sources of revenue.”. P – Personal fulfillment: How much do you enjoy dealing with this type of customer? Neither Dib nor we have to tell you that we live in the 21st century and that if you’re not using social media to create customer relationships, then you’re not really doing the job right. So, that’s basically the last three parts of The 1-Page Marketing Plan. Your job as an entrepreneur is to be an innovator and a builder of systems. As we said above, selling directly from your ad is wrong, dead wrong! And this is what this article is all about: One Page Marketing Plan. The “before” phase is all about prospects: Prospects are people that may not even yet know you exist. Demand just goes up, up, up in the party business. In a nutshell, “strategy is the big-picture planning you do prior to the tactics;” and tactics, on the other hand, is putting the strategy into practice. 3. Becoming a factor in the lead’s mind requires at least five contacts; after the ninth, you have a 90% chance of being called: “Sales conversion,” writes Allan Dib, “is all about creating enough trust and demonstrating enough value to motivate interested leads to become paying customers.”. The “After” Phase: Dealing with Customers. Over the years, I’ve gotten to know some people who have highly established art galleries in... 3. Plan: Get New Customers, Make More Money, And Stand Out From The Crowd" You simply need to know what to do. Source: 1-Page Marketing Plan. And marketing is about your customers’ emotions; even if it sometimes means toying with them. This is intentional as it forces you to focus on what matters; what are the … If a boxer is too eager to attack, he will probably lose the match; if you’re too eager to sell, you’ll lose the trust of the customer. Professionals don’t just wing it. Consider the 1-Page Marketing Plan your way out of a pickle such as the one described above; it is a manual on how to build the right marketing strategy so you can start putting it into practice. The After Phase. 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. One of the ways I recommend doing market research is by analyzing what your target market are actually buying or looking for. And when it comes to referrals, there are a few things you should have in mind. Lifetime value and customer acquisition cost are two of the key numbers you need to know to measure marketing effectiveness. The one page marketing plan is awesome and easier to use as compare to old traditional plan. It describes how you plan to grow through marketing. The summary of the marketing plan appears in the beginning of the document and gives a general overview of the entire plan. In Allan Dib’s The 1-Page Marketing Plan, you’ll discover a marketing implementation breakthrough that makes creating a marketing plan simple and fast. Dib provides a blank 1PMP canvas you can use for creating your own personal 1-Page Marketing Plan. ), Contact past customers to ask why they haven’t repurchased from you, Not asking for a favor, but offering value to someone in their network, Give them a reason why they should provide referrals, Create an expectation of proving a specific number of referrals. Do not miss out on this opportunity! In this phase, you’ll capture these interested leads in a database system, nurture them with regular value-building information and convert them into paying customers.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. The One Page Marketing Plan template divides the plan … Define the tasks that each role needs to perform. Metric-Driven Marketing Goals. Unfortunately, “the reality is that most small businesses do little if any tracking of advertising. The goal is to make yourself familiar to your prospects and inspire them to respond to your message; once they do this, they’ve become leads, and you’re ready for Phase #2. Finally, the “after” phase is all about your customers and how you can keep them and turn them into brand advocates: Customers are people that like you and what you have to offer enough to have paid you money at least once. Book Summary. Not measuring where your leads and sales come from and not tracking ROI on ad spend is the mark of the amateur.”. Party Planner. Mission statement. Dev Chandra Consulting, LLC, Leverage – the idea that successful business owners will spend their, Allocate your limited money and become more relevant to prospects, Allow you to dominate a category or geography, Establish yourself as a specialist, so you can set your own prices, Provide uniqueness that positions you differently, Attract prospects before they have made a buying decision, Avoid positioning yourself as a commodity and competing solely on price, Avoid confusing prospects, as you will lose them, Can be delivered in about 30-90 seconds or the time it takes to ride an elevator, Focuses on the solution and the customer instead of the product and oneself. The “Before” Phase: Dealing with Prospects2. The “before” phase is the one in which you’re dealing with prospects, people that may not even know that you exist. This is why executive summary writing is expected to be one of the skills that the individual/s who will be tasked to develop a marketing plan … To live through an impossible situation, you don’t need to have the reflexes of a Grand Prix driver, the muscles of a Hercules, the mind of an Einstein. If so, Allan Dib would like to reveal to you the fastest path to it: Marketing is what defines the modern age: in a world of social media and instant global communication, no matter how good you are, if other people don’t know that, then it doesn’t matter at all. This clearly isn’t going to work.”, This is exactly how many business owners do marketing: “They string together a bunch of random tactics in the hope that what they’re doing will lead to a customer. Dib’s rule of thumb is one ad, one objective; you have to be clear on the purpose of your ad and only then make it. #BLACKFRIDAY 12min - Get your career back on track! A summary of Allan Dib's #1 bestselling book "The 1-Page Marketing. Kids’ parties, office parties, and adult... 2. The 1-Page Marketing Plan sets out the fastest and most direct path to the money for your business. The 1-Page Marketing Plan – as its title suggests – is as simple as marketing books go: perfectly structured, free-flowingly written, blatantly honest and pleasantly (if sometimes too pop-artsily for its own sake) illustrated. An instant bestseller, The 1-Page Marketing Plan is his debut book and his only publication so far. Selecting Your Target Market. Yes, we’re talking about creating avatars, “the marketing equivalent of method acting.”. The main point of that story is that, if you’re looking for a treasure, it’s probably best to start looking for it in your own backyard. An ethical bribe is something free which helps you generate leads; if someone takes it, then he’s identifying himself as one of the 37% your sell-immediately ad won’t reach out to. Takes the prospect on a journey consisting of the problem, resolution, and proof: Convey opinion, insight, advice, and commentary, Embody your personality and authenticity to build rapport, Appeal to the five motivators of human behavior: fear, love, greed, guilt, and pride, Create headlines that grab the attention of your target market, Tell prospects who your offer is not for to filter, establish credibility, and induce exclusivity, Create and share content with the public quickly, Build credibility, develop relationships, and engage with people, Drive traffic to site/email list as you don’t own the audience and is not an ideal place to sell, Build a list of email subscribers to market and eventually sell to, Provide value and self-promotion using personalized content and, Maintain a close relationship with your customers, to which you can test and launch new offerings, Send physical objects to induce emotion; for example, a handwritten card is more powerful than a text, Send something that lasts longer and requires more effort to dispose of than email, Stand out as it is much less cluttered than email marketing, Store lead information such as name and email, Build value by providing content and information, Establish yourself as an expert in your target market, Foster a relationship built on trust to sell to eventually, 50% of salespeople give up after one contact, Staying in regular contact, so leads don’t forget about you. ROI, of course, stands for return on investment. The 1-Page Marketing Plan – Page 1 THE 1-PAGE MARKETING PLAN Get New Customers, Make More Money, And Stand Out From the Crowd ALLAN DIB ALLAN DIB is a serial entrepreneur, … It’s time you start marketing the way people play chess: purposefully, with a very concrete beforehand strategy in mind. It doesn’t matter how good your product is or how better your service than that of your competitors; it’s the people, the customers who need to know this so as your business could thrive; and the only way this could happen is if you manage to make a sale. );• Build systems which will guarantee that you’ll reliably and consistently deliver a great experience. Most advertising is – according to Dib – “boring, similar and useless.” In the end, it all comes down to a simple formula: company name + company logo + a laundry list of services offered + claims of best quality, best service or best prices + offer of a “free quote” + contact details. And this is why it’s important to make a distinction between what is strategy and what is tactics. Think of it this way: no matter how good of a writer you are, unless readers share this opinion, it wouldn’t matter not one bit. How to Write a One-Page Marketing Plan 1. Also, complement email with snail mail; it may sound regressive, but it works – especially if it’s what makes you different from your competition. V – Value to The Marketplace: How much does this market segment value your work? 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. “If I had to summarize the essence of this book in one sentence,” writes Allan Dib at the very beginning of The 1-Page Marketing Plan, “it would be, ‘the fastest path to the money.’”. Occasionally, pitching them your products or services. A one page marketing plan can be prepared quickly. Marketing plan results For a business owner, confusion and procrastination often work hand-in-hand to keep you from making needed changes. The One Page Marketing Plan takes the fundamental building blocks that constitute an effective marketing plan and aligns them on a single page in a storyboard or canvas fashion, much like the Business Model Canvas. Relying on “word for mouth” referrals is not that dissimilar from hoping for a free lunch to feed your family; Allan Dib is adamant: systems create great businesses. Remember it’s not about the “turnover,” it’s all about the “left over.”. By the end of the summary, you’ll understand what each of these squares means and how you should fill it before doing anything in terms of marketing. The “before” phase is the one in which you’re dealing with prospects, people that may not even know that you exist. 1. That’s what nurturing leads boils down to: evolving from a pest to a welcome guest by being persistent. Unlike selling where the only thing that really matters is the … You must be extremely focused on one niche here. A one page marketing plan can later work as a springboard into a more comprehensive marketing plan, almost like a marketing plan … So you can find your way around the book better, here’s a blank template of the 1-Page Marketing Plan. Grab a book and BOOST your learning routine. Your executive summary features key elements of the marketing plan, so write it after you finish the plan… This is an animated summary of The 1-Page Marketing Plan by Allan Dib. “No matter how good the builder and the architect are,” writes Dib, “the house isn’t going to get built until someone starts laying bricks. First of all, because as humans we value specialists much more than jack-of-all-trades; the latter is pejorative for a reason. You’ll find faults with it only if you hate money; we guess that you’re didn’t choose a career in marketing because you do. We all want to share things and experiences that are remarkable. Filed under: Business, Business Essentials, Entrepreneurship, Marketing, Sales, strategy is the big-picture planning you do prior to the tactics, if you’re not using social media to create customer relationships, then you’re not really doing the job right, your customers and how you can keep them and turn them into brand advocates. Floating Art Gallery. Allan Dib’s book, The 1-Page Marketing Plan, defines marketing as “the strategy you use for getting your ideal target market to know you, like you and trust you enough to become a customer“. How to Write an Executive Summary for a Marketing Plan Aug 06, 2014. Use the logic of upselling to your benefit; raise your prices and make your products more exclusive; even better, move your existing customers to your higher priced products and services (ascension). The 1-Page Marketing Plan consists of three phases. And this is because “the vast majority will not be ready to make a purchasing decision on the very day they read your ad—even if they are interested in what you do.”. After you perfect your executive summary, it’s time to outline your … Asking for a referral before delivering a result is like asking for a kiss the first second of a blind date: it makes you look bad. In this phase, your job is to select your target market (always a niche), craft your message (never unoriginal) and deliver this message through the advertising media (don’t sell through your ad!). Book Summary: The following summary of The 1-Page Marketing Plan by Allan Dib is meant to be concise, reminding me of high-level concepts and not trying to recreate the whole book. Increasing the frequency with which your customers buy from you through reminders, vouchers, or subscriptions is another way to go. Planning how your house would look like and getting the necessary building permits is strategy; hiring the plumber and buying the exact number of bricks is tactics. In this phase, you’ll identify a target market, craft a compelling message for this target market and deliver your message to them through advertising media.The goal of this phase is to get your prospect to know you and respond to your message. They whack up a website without much thought, and it ends up being an online version of their brochure, or they start promoting on social media because they heard that’s the latest thing and so on.”. The marketing process is nothing more or less than the journey you want to guide your ideal target market … The 9 steps are further divided into three phases: Phase One: With method acting you win Oscars; with avatars – customers. To capture them, you need to ethically bribe them and nurture them with regular value-building information; only after delaying the sale, you’ll be ready to make it. It’s simple and direct, honest and straight to the point; and it’s for everybody who wants to master the art of marketing; especially start-up businesses and future entrepreneurs. You have nine boxes and you have three boxes per row, and you should be able to summarize your marketing plan in one page. The trick is to market your products to a niche. We’d like to invite you to download our free 12 min app for more amazing summaries and audiobooks. The One Page Marketing Plan takes the core components of an effective marketing plan and condenses them onto a single page. However, don’t think of social media as a selling environment; think of it as a way to create and manage customer relationships and turn them into something more for you, aka financial benefit. He has started and grown numerous in many branches, mostly IT, telecommunications and marketing. Also: never give your prospects and leads too many options; this results in paralysis by analysis and lack of a final decision. Apparently, half of the salespeople give up after one contact, 65% give up after two and four-fifths give up after three shots. If you lack a written strategy, a one-page plan is a great place to begin. • Continually focus on wowing your customers;• Attempt to create and foster lifetime relationships;• Make it easy and fun to deal with you;• Create a sense of theatre around your products and services (remember Apple’s 1984 ad? The 1-Page Marketing Plan is a tool that helps you implement direct response marketing in your business without needing to spend years studying to become an expert. You’ll then find ways of doing more business with them and increasing their lifetime value. You do this by delivering a world-class experience and turning yourself into a tribe leader capable of increasing customer lifetime value and orchestrating and stimulating referrals. Because your existing customers will accept almost anything from you if you turn them into raving fans. If you want to stand out from the crowd, this is not the way to go! The 1-Page Marketing Plan consists of three phases. If you’re buying a suit, then two more shirts seem comparatively cheaper, and you’d have no problem buying them as well; it’s difficult the other way around. If the “before” phase was about prospects, the “during” phase is about leads: Leads are people that know you and have indicated interest in what you have to offer by responding to your marketing message. The summary … Finally, you should never underestimate a reactivating campaign: your past customers can also be your future raving fans if you play your cards right. At some stage, they’re going to need to say, ‘OK the blueprint is now good, we’ve got all the necessary approvals to build so let’s get started.’”, Tactics without strategy leads to “bright shiny object syndrome.”, “Imagine you started building a wall without any plans and then later found out that it was in the wrong place, so you start pouring the foundation, and then you find out it’s not right for this type of house, so you start excavating the area where you want the pool, but that isn’t right either. How would you feel if you receive a postcard from a business? enthuse.co.nz | The one page marketing plan summary in pdf format has the market review and yearly projection analysis. Like this summary? They ensure … People refer a company to other people not because they want to help the company but because they want to help their friends or loved ones. In The 1-Page Marketing Plan, author Allan Dib contends that a business owner must become good at the business of what they do—not just their technical skill. 2. Secondly, being a big player in a small niche is much better than being a small player in a the great outdoors; to quote our favorite “misquoter” Michael Scott: instead of being a little fish in a big pond, be the top dog in a fairly large pond; the dog is the real boss. In this phase, you’ll turn your customers into raving fans by delivering a world-class experience. The “During” Phase: Dealing with Leads3. Are they willing to pay you a lot of $$$ for your work?P – Profitability: How profitable is the work you do for this market segment? This phase continues in an ongoing “virtuous cycle” where you deepen your relationship with customers, do more business with them and get more referrals. The 1-Page Marketing Plan is the easiest and fastest way to create a marketing plan … The marketing plan is a lengthy document that identifies the target market, provides the situational analysis, the product analysis, the marketing objectives, and the strategies and measurement methods for effectiveness. Identify all the positions in your business. Dib’s book is a thorough, step-by-step guide through each of these stages, leaving no stones unturned and no questions unanswered. That’s why a good strategy to get a referral is if you offer an existing customer a gift or a voucher for his/her friends or family. What’s … So there we have it. The aim of the project and the approach taken is critically analyzed. A well-formulated executive summary for a marketing plan can help you provide a positive and strong impact that can make your marketing plan more appealing, impressive, and relevant. The 1-Page Marketing Plan consists of three major phases, each of which consists of three minor parts. For example, do you know that “Would you like fries with that?” is responsible for hundreds of millions of McDonald’s dollars on a yearly basis? Of course, merely saying that you should market to a niche isn’t enough; you need to choose the right niche for you. A one … Don’t be a hunter, says Allan Dib, because that means you’re in a constant battle to be successful: if you don’t kill something today, there won’t be a lunch for your family. 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. Be conversational, engaging, give valuable information. Allan Dib describes himself as a “serial entrepreneur, rebellious marketer and technology expert.”. In other words, Dib is not interested in clichés such as “follow your passion,” “work hard,” “hire the right people,” blah blah blah. As you can picture in your mind right now, you have a one-pager. One of the main mistakes most businesses make is targeting everyone; of course, this eventually backfires and results in no customer conversions. “Understanding the difference between strategy and tactics,” writes Dib, “is absolutely key to marketing success.”. Be a farmer: plant the seeds, water them, and tend to your crop; then – start harvesting! Giving your leads only two or three options and pricing is the best way to go; especially if you can combine this with a “try before buy” sample. And that is the goal of this phase: turning your leads into customers. It has crisp and absolute information which can be taken directly as the input and … However, farmers don’t work like that: they water their seeds over and over again until they either produce or die. Once they’ve indicated interest by responding, they become a lead and enter the second phase of your marketing process. His ability to turn a startup into a real competitor through evidence-based strategies and tactics showed itself best in the telecommunications industry when his company was named one of Australia’s fastest growing companies just four years after being founded – earning a spot on the coveted Business Review Weekly Fast 100 list. The book guides you through a 9-step process to design your marketing plan. Wouldn’t you be a bit more connected to it on an emotional level, even if merely subconsciously? 2. Strategy without tactics leads to paralysis by analysis. Include in your ad an elevator pitch: people don’t buy products but solutions to problems; it is the latter you need to pinpoint in your ad; target the prospect’s pain and focus on the benefits of your products. Providing value using tutorials, articles, case studies, or a regular newsletter. The “Before” Phase. You can print it out and fill it in as you read the book or this summary. Influence your customers to take action to achieve results with your product or service, Create theatre around their products and services in innovative ways, Use technology to eliminate friction to provide a fast sale and increase satisfaction, Provide value, position yourself as an expert, and maintain lifelong relationships, Educate your audience on the effort required to deliver your product or service. You start marketing the way a good business becomes a great experience doing market research is by analyzing what target... – personal fulfillment: How much does this market segment value your work yearly projection.... In many branches, mostly it, telecommunications and marketing is not the way a good business becomes a one. The approach taken is critically analyzed a niche page marketing Plan consists of three major phases each... 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