📗 Single sentence summary
A marketing implementation approach that makes creating a marketing plan simple and fast using literally a single page.
💬 The killer quote
“To build a successful business you need to stop doing random acts of marketing and start following a reliable plan… Traditionally, creating a marketing plan has been a difficult and time-consuming process, which is why it often doesn’t get done.”
🙋 Recommended for
Students of marketing, entrepreneurs and those looking to gain a holistic understanding of how to build a marketing plan.
Caveat: These are my own notes and may exclude information that is either less relevant or already known to me.
The 1-Page Marketing Plan is a 3x3 sheet which covers three essential marketing stages:
- Before (Prospect): Get them to know you and indicate interest.
- During (Lead): Get them to like you and buy from you for the first time.
- After (Customer): Get them to trust you, buy from you regularly and refer
new business to you.
The contents of the book — and the following notes — are a breakdown of the nine subsections covered within the plan, labelled 1–9 (see below).
Get them to know you and indicate interest.
1. My Target Market
“Being all things to all people leads to marketing failure. This doesn’t mean you can’t offer a broad range of services, but understand that each category of service is a separate campaign.”
Best niches are those an inch wide and a mile deep — a lot of people looking for a solution to a specific problem. A jack-of-all-trades is always shopped on price.
Use PVP to figure out ideal target market: