This is one of the best small business marketing books that we’ve read. It covers not just how to generate leads, but also how to nurture and convert them to customers and then how to service them properly to generate referrals and increased value to your business.
Allan Dib uses a 9-box model that is broken down into 3 phases (see graphic at bottom of this page).
The 1-Page Marketing Plan Model
Before (Prospect) – Get them to know you and indicate interest
- My Target Market
- My Message to My Target Market
- The Media I Will Use to Reach My Target Market
During (Lead) – Get them to like you and buy from you for the first time
- My Lead Capture System
- My Lead Nurturing System
- My Sales Conversion Strategy
After (Customer) – Get them to trust you and buy from you regularly and refer
- How I Deliver a World Class Experience
- How I Increase Customer Lifetime Value
- How I Orchestrate and Stimulate Referrals
- Market to a Niche. This allows you to become a big fish in a small pond, plus a specialist is sought after, more respected and more valuable than a jack-of-all-trades.
- To stand out from the crowd you need to craft a compelling message that grabs the attention of your target market. Have a clear USP, stand out and be remarkable, focus on “pain relief” and not “features and benefits”.
- Don’t just rely on online marketing and email. Complement these with good old fashioned “snail mail”. Email is efficient but cards and postcards can connect on an emotional level.
- Be a Farmer instead of a Hunter. Focus on adding people to your database and then sharing valuable information with them until they are ready to buy.
- Don’t be too eager to sell. Build trust by delaying the sale and educating your prospects instead. This will position you as the expert and someone of value.
- One of the things that separates extraordinary businesses from ordinary one is that they lead “tribes” of Raving Fans. Do things to WOW your customers and foster lifetime relationships.
- Many businesses relying on “word of mouth” and simply hope for referrals. This is like hoping for a free lunch to feed yourself and your family. Instead we need to have a system to generate consistent referrals.
More Comprehensive Book Summary
Click here for a more comprehensive 4 page PDF summary of the book.
By Anil Puri