Allan Dib - 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

Allan Dib

Copyright 2016 Successwise

ALL RIGHTS RESERVED. This book contains material protected under International and Federal Copyright Laws and Treaties. Any unauthorized reprint or use of this material is prohibited. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system without express written permission from the author/publisher.

ISBN: 978-1-941142-98-1

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If I have seen further than others, it is by standing upon the shoulders of giants. - Isaac Newton

I wish I could tell you all ideas in this book were my inventions and that Im some kind of marketing and business genius. The truth though is Im a collector of elegant ideas. I rarely invent anything and when I do, its rarely worth writing about.

An early business mentor of mine, Mal Emery would often say, Ive never had an original idea in my lifeits just too bloody dangerous. Yet he was and continues to be an extremely successful businessman and marketer. The secret of his success and subsequently mine, was to just model things that were known to reliably work rather than trying to reinvent the wheel.

Reinventing the wheel requires you to be a genius and even then, it carries with it a high probability of failure. Im no genius and I hate failing, so I prefer to just closely copy the things that made others successfulat least until Ive got a very good handle on the basics. This tilts the odds in my favor and gives me a high probability of success.

While I did create the system that has become The 1-Page Marketing Plan, many of the direct response marketing concepts that make it work are the invention and ideas of other great business leaders and marketers.

Perhaps I flatter myself but the aphorism, Good artists copy; great artists steal. repeated by Steve Jobs and attributed to Pablo Picasso is certainly a philosophy Ive held in mind when collecting these elegant ideas over the years and writing this book. Regardless of whether you consider me a great artist or a thief, I want you to benefit from the treasure trove of the proven business building ideas that follow.

Certainly theres a place for creativity and invention but in my opinion, this should come after youve first mastered the basics. This book contains many of those basics. Some come from my own experiences but most from people whove been giants in my business life and on whose shoulders Ive stood. In no particular order Id like to acknowledge:

Mal Emery

Dean Jackson

Joe Polish

Pete Godfrey

Dan Kennedy

James Schramko

Jim Rohn

Frank Kern

Seth Godin

Some have been personal mentors to me, while others have been mentors to me through publications and other works theyve produced. I try and credit them in footnotes throughout this book when, as far as I know, an idea Im presenting has originated from them. However, Im certain that Ive left other people out or not acknowledged enough of the ideas of the people above. When you collect ideas over a period of many years it can sometimes become a blur when trying to recall where one originated. For that I apologize in advance.

The 1-Page Marketing Plan is to be an implementation breakthrough, rather than a new marketing innovation or concept. Its by far the easiest way for a small business to go from knowing nothing about marketing to creating and implementing a sophisticated direct response marketing plan in their business. The plan is literally reduced to a single page.

Please enjoy the ideas in this book and more importantly implement them in your business. Remember knowing and not doing is the same as not knowing.

Important : Download your copy of the companion resources for this book at1pmp.com

Resources include templates and samples of the 1-Page Marketing Plan as well as links, videos and articles referenced throughout this book.

If I had to summarize the essence of this book in one sentence it would be, the fastest path to the money. Ive purposely put this as early as humanly possible in the book because I dont want to waste your time.

I know for a certainty that this opening sentence will be off putting to a large number of people and frankly Id much prefer they read someone elses business book full of ear-tickling clichs like follow your passion, work hard, hire the right people, blah blah blah.

If thats what youre after, then search Amazon. Therell be a gazillion business books there for you on all these airy fairy concepts and much more, mostly written by professional authors and researchers whove never actually built a high growth business.

This book is blatantly and unashamedly about growing your business fast and reaping the rewards of that kind of success.

As Zig Ziglar famously said, Money isnt everything...but it ranks right up there with oxygen.

Yup, nothingNOTHINGkills a business faster than a lack oxygen (aka money).

Why am I so unashamedly focused on the money getting? There are a few good reasons.

Firstly, theres almost no business problem that cant be solved with more money. Which is handy because almost every business I know of is full of problems. Money helps you solve the vast majority of things that make business a pain in the backside.

Secondly, when youve taken care of yourself, you have a chance to help others.

If you didnt go into business to make money then youre either lying or you have a hobby, not a business. And yes I know all about delivering value, changing the world, etc. but how much of that are you going to do if youre broke? How many people can you help?

When you board an airplane and theyre going through all the safety procedures, the airline attendant will inevitably get to a point that goes something like this:

Should the cabin experience sudden pressure loss, oxygen masks will drop down from above your seat. Place the mask over your mouth and nose and pull the strap to tighten. If you are traveling with children or someone who requires assistance, make sure that your own mask is on first before helping others .

Why fit your own mask before helping others? Because if youre slumped over your seat suffering from a lack of oxygen;

a. you cant help anyone else, and even worse;

b. we now have to deploy scarce resources to come and help you, otherwise youll soon be dead.

In his book titled, The Book of Survival, Anthony Greenback wrote;

To live through an impossible situation, you dont need to have the reflexes of a Grand Prix driver, the muscles of a Hercules, the mind of an Einstein. You simply need to know what to do.

The statistics vary on exactly what percentage of businesses fail within the first five years. Some estimates put it as high as 90%. However, Ive never seen this statistic being quoted at anything less than 50%. That means that if were being super-optimistic you have a 50/50 chance of still having your doors open after five years.

However, heres where it really gets worse. The statistics only take into account businesses that completely cease trading. They dont take into account the businesses that plateau at a low level and slowly kill or make the lives of their owners miserable.

Have you ever wondered why most small businesses plateau at a mediocre level?

At one end of the spectrum theres Pete the plumber who works sixteen-hour days, weekends and never takes holidays while barely making enough to keep his head above water. On the other end of the spectrum theres Joe who runs a plumbing company with twenty plumbers working for him. It seems like his primary business activity is counting the huge sums of money that keep rolling in.