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--Introduction--
In the “1-Page Marketing Plan… how to get new customers, make more money, and stand out from the crowd”, Allan Dib demystifies and simplifies marketing for small to medium-size businesses.

--Author’s Journey--
Allan started off as a dead broke IT geek, where he believed that his honed technical skills would translate to success. But after struggling for years he learned the hard way that it’s all about marketing.

--You can have the greatest product or service, but if nobody knows about it, you WILL fail.--

So he spent 100s of thousands of dollars to learn as much about marketing as possible. The result? He grew and sold his first business, then built another one, grew it to be one of the top 100 fastest growing companies in Australia and sold it as well, and now he’s teaching his clients how to do the same.

--Key Insight--
If you look around, when the stakes are high, all professionals have plans. Look at airline pilots, the military, or doctors… where they have people's lives in their hands. They all follow a plan… like a flight plan or a medical treatment plan.

For most business owners, the stakes are very high too: they have their business and possibly their family's livelihood on the line. Yet they DON’T have a plan.

Because most early-stage companies get overwhelmed about marketing when they don’t have a framework, or just focus maniacally on their product and marketing falls by the wayside.

--The Big Idea--
The challenge with marketing is that it can be difficult, complicated, and very expensive. But it doesn’t have to be. Allan’s framework can help you think strategically about Advertising, Promotion, Public Relations, and Sales... and it can all fit in 1 page!

The 1-page marketing plan is a template that guides you through the 3 phases of your marketing journey.

--Your Marketing Journey--
The ‘before’ phase is where you find your prospects and increase awareness of your offering. It consists of: identifying your target market, clarifying your message, and determining the media you’ll use to reach that market.

The ‘during’ phase is where you turn prospects into leads who buy from you. It starts with a lead capturing funnel, a nurturing system, and a sales conversion strategy.

And finally, the ‘after’ phase is where you retain customers and turn them into fans. It consists of delivering a world-class experience, increasing customer lifetime value, and stimulating referrals.

--Conclusion--
At the end of the day, the best marketer wins every time. Some companies focus on creating the best product or service. And that's a great RETENTION tool. But before that, you have to think about CUSTOMER ACQUISITION.

People don't know how good you are until they become your client. And that's where marketing comes in. So in order to grow your business, you have to become an excellent marketer.

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