Allan Dib does a fantastic job at breaking down the Marketing Plan into three concise phases; The “Before, During, and After Phase” of your marketing plan.
Table Of Contents
Below is a copy of the table of Contents and how each phase is organized;
- Act I: The “Before” Phase
- Chapter 1: Selecting Your Target Market
- Chapter 2: Crafting Your Message
- Chapter 3: Reaching Prospects With Advertising Media
- Act II: The “During” Phase
- Chapter 4: Capturing Leads
- Chapter 5: Crafting Your Message
- Chapter 6: Sales Conversation
- Act III: The “After” Phase
- Chapter 7: Delivering a Word-Class Experience
- Chapter 8: Increasing Customer Lifetime Value
- Chapter 9: Orchestrating and Stimulating Referrals
About the Author
Have A Marketing Plan
Allan Dib points out the importance of having a plan to market your business. He uses the illustration of the importance of an airplane pilot going through a checklist before take-off. Many business owners and marketing managers jump in without a working framework or plan. He also warns against the “Wrong Kind of Plan” that consists of hundreds of pages of information that gets shoved into a drawer and never really used again.
The 1-Page Marketing Plan is a concise plan that is used more of a map than an exhaustive document. He directs the reader to what he calls the 64/4 rule. He makes the assertion that “the majority of success comes from the top 4% of your actions or 96% of the stuff you do is a waste of time (comparatively).”
He also gives what he calls “The Best Kept Secret of the Rich.” That secret Allan says, is that successful business owners spend money to save time and Leverage their resources. He goes on to say “the biggest leverage point in any business is Marketing. If you get 10% better at marketing, this can have an exponential or multiplying effect on your bottom line.”
What Is Marketing?
Allan Dib gives one of the most visual illustrations of a circus coming to town to define marketing. You will have to get the book to read it. But after the illustration he defines marketing as “the strategy you use for getting your ideal target market to know you, like you and trust you enough to become a customer.”
The book includes a canvas to be filled out as you draft your own marketing plan.
This book will take you through a short but vitally important journey to craft your own marketing plan. It will help you walk through the three strategic phases vitally important to your marketing efforts. Having a plan is planning for success and not having a plan is planning for limited or no success. This book will give you a good working plan to market your business.