WARNING: Do Not Read This If You Hate Money
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. Professionals don’t just wing it. They ensure the stuff they spend time on makes the biggest impact. By far the biggest leverage point in is marketing.
Dib presents this clear definition of marketing: If the circus is coming to town and you paint a sign saying, “Circus Coming to the Showground Saturday,” that’s advertising. If you put the sign on the back of an elephant and walk it into town, that’s promotion. If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity. And if you get the mayor to laugh about it, that’s public relations. If the town’s citizens go to the circus, you show them the booths, explain how much fun they’ll have spending money there, answer their questions, and ultimately, they spend a lot at the circus, that’s sales. And if you planned the whole thing, that’s marketing.
The marketing process is a journey to guide our ideal target market from not knowing we exist to becoming a raving fan customer.
Remember, no one knows how good your products or services are until after the sale. Before they buy, they only know how good your marketing is. Put simply, the best marketer wins every time. If you’re serious about business success, then now’s the time to take decisive action.
In our summary of The 1-Page Marketing Plan, you will learn:
- How to position your company as a big fish in a small pond.
- Why you shouldn’t treat all prospects equally.
- How to position yourself as a welcome guest, and not a pest.
- Why building a tribe of raving fans is crucial to your business success.