There are lots of books out there on marketing, however very few, if any, provide you with a simple implementation plan that guides you step by step through the process of building a solid marketing plan for your business. Allan Dib’s latest book, ‘The 1-Page Marketing Plan’ is a real gem. It is an ideal book for anyone starting a new business, particularly if they have little or no experience in marketing.
It is also perfect for small business owners who are struggling because their company’s growth has stalled and they need a plan to kick-start sales. Often, the big problem is perceived to be a lack of time; but, as Dib makes abundantly clear, marketing is indispensable to the success of any business and it is vital to find the time if you want to survive and thrive.
The beauty of this little book is it provides you with nine key steps that guide you through the process of building a dynamic marketing platform for your business.
There’s nothing ground-breaking in the book; the concepts are tried and tested. Dib’s simple, no nonsense style explains that marketing is not an event; it’s a process, something that you do daily to build value in your business. With this book he gives you a step by step approach to build an effective marketing plan.
Failing businesses either neglect marketing altogether or do spasmodic marketing with no plan or structure. They try random tactics once or twice and give up when sales don’t immediately pick up. As Dib says’ “That’s not a marketing plan – that’s a recipe for disaster.”
The book’s nine ‘phases’ of building a marketing plan include understanding your target market, what message to communicate to them and the media to use. How to capture sales leads, nurture and convert them, and then deliver a world-class service to build customer lifetime value and stimulate referrals.
The ‘Introduction’ of the book is worth the cover price alone. If it doesn’t fire you up to get serious about marketing, my guess is nothing will. In it Dib provides probably the best definition of marketing I’ve come across (and I’ve been around a while). He says, “Marketing is the strategy you use for getting your ideal target market to know you, like you and trust you enough to become a customer.”
It’s that simple. The challenge is having the discipline to work through each step of a logical plan so you develop a robust strategy that makes sense and is easy to understand and follow.
The template Allan Dib provides for you to build your marketing plan is simplistic. The process he leads you through, however, is extremely thorough. He gives you specific actions for the ‘before’ (prospect), ‘during’ (lead) and ‘after’ (customer) stages.
The book is designed to be interactive and this is apparent as you progress through the book. A special resources section on a dedicated website is exclusively available to readers of the book and is designed to go hand-in-hand with it.
Marketing is the lifeblood of your business and as Dib says, “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 considering launching a business or need to kick-start an existing company, The 1-Page Marketing Plan could be your catalyst to success.