Review of "The 1-Page Marketing Plan" by Allan Dib
You know how marketing is difficult to understand let alone do effectively? Well this book has fantastic marketing strategies, walks you through the process, and adds value with extracurricular downloads, videos, and fantastic examples.
I was hooked from the first page of the sample on Kindle. Its fresh, excited voice that made me want to read faster so I could unravel all the knowledge and start putting it to use immediately (which I did, starting with building personas for my target audience).
It was fantastically done and an entertaining read.
Catered to small businesses in particular the book says, "The most common way small business owners decide on this (marketing and advertising) is by looking at large, successful competitors in their industry and mimicking what they're doing...In reality this is the fastest way to fail and I'm certain it's responsible for the bulk of small business failures."
Simply put, we as small-time entrepreneurs trying to learn marketing, don't have the resources: the time, money or help that big businesses do. It simply doesn't make sense to market like them because it stretches us thin.
But the book goes on to relate all the things we can and should be doing to grow our businesses.
One huge factor that stuck out to me is copy-writing for our marketing. The book says, "The fact is, people buy from people, not from corporations...People love authenticity, personality, and opinion. Even if they don't agree with you, they'll respect you for being real and open. Being yourself and bringing out your personality will help you stand out in a sea of sameness and monotony."
Marketing doesn't have to be hard or scammy. It's all about building relationships and lasting connections. Being authentically you lets people get to know you.
This book made me rethink my business strategy. Especially when I thought about the questions posed in the book.
1. Why should they buy?
2. Why should they buy from me?
By asking ourselves these questions, we begin to establish value in the minds of our customers so we can better accommodate them.
Then the book goes on to suggest we ask ourselves what our customers really want. It says, "What do they really want? It's rarely the thing you are selling; it's usually the result of the thing you are selling. The difference may be subtle, but it's huge." Give your customers what they want and need to create a great experience for both of you.
The book also focused on niches to build a specialty for you and your clients, social media's role in marketing (and why email marketing is better), and creating an offer that benefits you and your prospective buyers. It also breaks down ad marketing and ways to create leads in order to boost your advertising effectiveness by 1233%.
The information presented was compelling and easy to understand, formatted in a way that takes the reader step by step through the process, giving great examples, and making the next steps easier by putting links right in the text that further the experience. Readers can put their newfound knowledge to use by building their marketing plan on the downloadable 1-Page Marketing plan template.
I recommend this book to small business owners trying to make a go of marketing.