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. 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. In other words, Dib is not interested in clichés such as “follow your passion,” “work hard,” “hire the right people,” blah blah blah. Louis: Right. You must be extremely focused on one niche here. 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. 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). Unfortunately, “the reality is that most small businesses do little if any tracking of advertising. You have nine boxes and you have three boxes per row, and you should be able to summarize your marketing plan in one page. Mission statement. Kids’ parties, office parties, and adult... 2. Of course, this starts with positioning. This phase continues in an ongoing “virtuous cycle” where you deepen your relationship with customers, do more business with them and get more referrals. 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. That’s the advantage of a simple marketing … The One Page Marketing Plan template divides the plan … Mobile Car Washing … 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. 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. 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. Because your existing customers will accept almost anything from you if you turn them into raving fans. 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. 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. Not measuring where your leads and sales come from and not tracking ROI on ad spend is the mark of the amateur.”. The marketing process is nothing more or less than the journey you want to guide your ideal target market … However, farmers don’t work like that: they water their seeds over and over again until they either produce or die. 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. The “before” phase is the one in which you’re dealing with prospects, people that may not even know that you exist. The “before” phase is the one in which you’re dealing with prospects, people that may not even know that you exist. 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. “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. );• Build systems which will guarantee that you’ll reliably and consistently deliver a great experience. Your job as an entrepreneur is to be an innovator and a builder of systems. Professionals don’t just … First of all, because as humans we value specialists much more than jack-of-all-trades; the latter is pejorative for a reason. Remember it’s not about the “turnover,” it’s all about the “left over.”. V – Value to The Marketplace: How much does this market segment value your work? Another great tool for getting into the mind of your prospects is becoming one of them temporarily. After you perfect your executive summary, it’s time to outline your … 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. 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 … 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. Like this summary? The 9 steps are further divided into three phases: Phase One: The “Before” Phase: Dealing with Prospects2. 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. 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. 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. Dib’s book is a thorough, step-by-step guide through each of these stages, leaving no stones unturned and no questions unanswered. Learn more and more, in the speed that the world demands. 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.”. 2. 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, … And this is why it’s important to make a distinction between what is strategy and what is tactics. 3. Increasing the frequency with which your customers buy from you through reminders, vouchers, or subscriptions is another way to go. It’s wrong to try to sell through the ad: the ad should only intrigue and invite the customers to find out more; nobody would buy something from someone who sells something in general terms and through a boring ad. What’s … Occasionally, pitching them your products or services. Your executive summary features key elements of the marketing plan, so write it after you finish the plan… The 1-Page Marketing Plan consists of three phases. 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. 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. To do this, Allan Dib proposes Dr. Frank Kern’s PVP Index (Kern is an attorney at law and chief engineer with NASA) which allows you to give each market segment you serve a rating between 1 and 10 and decide according to the final score. Of course, merely saying that you should market to a niche isn’t enough; you need to choose the right niche for you. Grab a book and BOOST your learning routine. 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. The 1-Page Marketing Plan is the easiest and fastest way to create a marketing plan … A one … Define the tasks that each role needs to perform. In this phase, you’ll turn your customers into raving fans by delivering a world-class experience. If you have a detailed strategy but struggle to gain traction, boiling it down to one page will make it easier. You simply need to know what to do. And you can go from 3% to 40% – increasing the effectiveness of your advertising by 1,233% – through an ethical bribe. Not to mention in a loss of a lot of money as well. Not knowing the numbers that matter – customer lifetime value and acquisition cost – means not knowing whether you’re losing or earning money through your advertising campaign. And marketing is about your customers’ emotions; even if it sometimes means toying with them. 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. 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.”. Plan: Get New Customers, Make More Money, And Stand Out From The Crowd" This, finally, results in an ongoing “virtuous cycle” which is the way a good business becomes a great one. They ensure … Wouldn’t you be a bit more connected to it on an emotional level, even if merely subconsciously? 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. ROI, of course, stands for return on investment. 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. A one page marketing plan can be prepared quickly. “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.’”. If you want to stand out from the crowd, this is not the way to go! Apparently, half of the salespeople give up after one contact, 65% give up after two and four-fifths give up after three shots. In my Summary the One Page Marketing Plan, I contend that a business owner must become good at the business of what they do not just their technical skill. You’ll then find ways of doing more business with them and increasing their lifetime value. BY: MARYANN KARINCH. Because the market for your product or service usually looks like this: If you’re selling through your ad you’re basically targeting only the 3% who are ready to buy immediately, and you’re missing out on at least 37% of your audience! Floating Art Gallery. 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. With method acting you win Oscars; with avatars – customers. So you can find your way around the book better, here’s a blank template of the 1-Page Marketing Plan. And that is the goal of this phase: turning your leads into customers. An instant bestseller, The 1-Page Marketing Plan is his debut book and his only publication so far. 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? Allan Dib describes himself as a “serial entrepreneur, rebellious marketer and technology expert.”. 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. 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 One Page Marketing Plan takes the core components of an effective marketing plan and condenses them onto a single page. Source: 1-Page Marketing Plan. 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. 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. Providing value using tutorials, articles, case studies, or a regular newsletter. The one page marketing plan is awesome and easier to use as compare to old traditional plan. The aim of the project and the approach taken is critically analyzed. Demand just goes up, up, up in the party business. Do not miss out on this opportunity! To learn more about structuring a business and defining roles, read our post on, Don’t keep prices fixed as the value will decrease due to inflation, Provide explanations of price raises to your customers, Use “grandfathering” to hold prices constant only for existing customer, Use the contrast principle as the suggested add-on fells comparatively cheaper, Buyers are less price-sensitive to the add-on as they weren’t shopping for it, Prevent customers from switching to competitor’s product or service, Don’t provide only one offer as you are leaving money on the table, Provide your customers with something to aspire to, Search your CRM database for a list of past customers you haven’t heard from, Make a strong offer to get them to buy again (gift card, coupon, etc. 1 bestselling book `` the 1-Page marketing Plan people who have highly established art galleries in... 3:... Accept almost anything from you, they become a customer and enter the third and final phase your... 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