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 1-Page Marketing Plan consists of three phases. The second phase, aka the “during” phase, is all about the leads – the people who have indicated some kind of interest in the products and/or services you offer. 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). A one page marketing plan can later work as a springboard into a more comprehensive marketing plan, almost like a marketing plan … The aim of the project and the approach taken is critically analyzed. 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. 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. Louis: Right. Party Planner. Of course, this starts with positioning. BY: MARYANN KARINCH. You can print it out and fill it in as you read the book or this summary. 1. The “before” phase is the one in which you’re dealing with prospects, people that may not even know that you exist. The “During” Phase: Dealing with Leads3. Also, complement email with snail mail; it may sound regressive, but it works – especially if it’s what makes you different from your competition. 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. Grab a book and BOOST your learning routine. You’ll then find ways of doing more business with them and increasing their lifetime value. As we said above, selling directly from your ad is wrong, dead wrong! Unlike selling where the only thing that really matters is the … Do not miss out on this opportunity! And that is the goal of this phase: turning your leads into customers. Define the tasks that each role needs to perform. Unfortunately, “the reality is that most small businesses do little if any tracking of advertising. 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. Floating Art Gallery. 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 “Before” Phase: Dealing with Prospects2. This is intentional as it forces you to focus on what matters; what are the … 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.”. Mobile Car Washing … So there we have it. “Understanding the difference between strategy and tactics,” writes Dib, “is absolutely key to marketing success.”. This, finally, results in an ongoing “virtuous cycle” which is the way a good business becomes a great one. 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. Your job as an entrepreneur is to be an innovator and a builder of systems. 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. 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. Goal of ad is for … 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. 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. 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. 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. 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. ), 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. 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. Lifetime value and customer acquisition cost are two of the key numbers you need to know to measure marketing effectiveness. #BLACKFRIDAY 12min - Get your career back on track! V – Value to The Marketplace: How much does this market segment value your work? Marketing plan results For a business owner, confusion and procrastination often work hand-in-hand to keep you from making needed changes. 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? Good businesses have customers; great businesses have raving fans. The 1-Page Marketing Plan consists of three major phases, each of which consists of three minor parts. 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. You turn them into raving fans remember it ’ s important to make a between! 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