“The 1-Page Marketing Plan” by Allan Dib walks us through the sales funnel of a successful business. A business thrives on acquiring new leads, warming them up, selling to them, and finally re-selling to them.
Successful businesses don’t do any of this passively, however. Marketing needs to be at the forefront of your business operations.
Allan Dib created a 1-Page business plan that you can use to orientate your business marketing plan. I am a sucker for colorful things, so the book and the 1-page plan have been a treat.
The 1-Page plan has nine separate and distinct parts. The book explains the 1-Plan plan with a dedicated chapter for each section—a master stroke in attention to detail.
1) Gathering leads is the first step in your sales funnel. How do you convert an “unaware” person into someone wanting to converse with you?
2) Warming up your leads will take time. You’ll need to have a lead capture mechanism in place to acquire email addresses. Each customer is different and at a different phase of the buying process.
3) Finally, you make a sale. However, having different tiers allows your best customers to spend more money. If you are creating raving fans, they can easily spend 10X to 100X more than the standard customers.
4) Now, how do you re-sell to your customers? 50% of your business is acquiring new leads, and the other 50% is re-selling to your best customers. Ensure you have products, services, and subscriptions to keep your customers warm.
5) Directly ask for referrals. Don’t wait for word-of-mouth advertising to occur passively. Control the conversation by asking your best customers to feed you more business. Make it worth their while, and they will act.
This book punched me in the throat because I have been very passive in my advertising. I was waiting for word of mouth to occur on its own.
However, I completed the 1-Page Marketing plan and developed new methods to get my name and business out front. Some new ways are publishing on Medium and LinkedIn.
Understanding marketing and implementing a strategy takes time and some failures. However, you must get your name out there, nurture leads, and re-sell to customers.
Many small companies want to do brand awareness advertising like Nike and Coca-Cola. However, it takes an awful amount of money; they are massive companies. Small businesses need to use direct response marketing.
If you are an entrepreneur, this book is for you. You don’t have to be a jack-of-all-trades, but you must understand some marketing. You can’t just leave your marketing plan to the “hope strategy.” If so, you are just burning money.
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