Review: The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd

The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd by Allan Dib
My rating: 4 of 5 stars

Some of my notes from this book (since they don't fit in the private notes, once again. Come on Goodreads!):
4 stars for now. We'll see how it pans out once I apply all this. But I appreciate that everything seems actionable with little or no fluff.


*****
a good plumber isn’t necessarily the best person to run a plumbing business

Apply 80/20 to the 80/20 rule: 64/4 rule, or 96% of the stuff you do is a waste of time.

BEFORE: (prospects):

You want to work with them, they value your work, they are profitable

Target market:
What keeps them up at night? What are they afraid about? Angry about? angry at? what do they read/watch? What is their day like? What ONE thing do they want above all?
Create avatar.

Craft message:
Why do they want to become translators?
Don’t confuse them. (not too many options).
What objections do they have?
Take away pain points.


Reach market
Don’t get your name out there. Get prospect names in here.
One is the most dangerous number in business (do you just have one client? one supplier? one source of leads? offer one product?


DURING (Leads):

Capturing
Don’t be a hunter, be a farmer (long term relationships)

Nurturing:
Continuously nurture (more like 12 contacts before they become a client)
Market them until they buy or die.
Don’t be a pest, be a welcome guest.

Sales Conversion
How do I minimize risk? (guarantee returns? Testimonials!!)


AFTER (customers)

World class experience
Build a tribe
Sell them what they want, but give them what they need
Tell the audience about the effort going into this. (all the skills, the checks and balances, the backstory, etc.)

Increase customer lifetime value
Upsell: Sell the expensive thing, upsell cheaper things.
Try a voucher? (for every x spent you get something). Tipo if you get consulting you get the course for free or something.

Stimulating referrals
Just ask (was a pleasure working with you. If you know anyone in a similar situation, they can get a voucher for 10% off their consultation, and you receive 10% your next one).
orchestrate referral
Who has your clients before you?




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