59 Quotes from The 1-Page Marketing Plan by Allan Dib
Every
struggling businessman must read this book.It is brilliant.
Here
are the quotes:
''This is one of THE major
mistakes made by most small business owners.They go from
working for an idiot boss to becoming an idiot boss! Here is the key point—just
because you’re good at the technical thing you do doesn’t mean that you are
good at the business of
what you do.So going back to our example, a good plumber is not necessarily the
best person to run a plumbing business. This is a vitally important distinction
to note and is a key reason that most small businesses fail.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Invariably
when someone makes a mess of something it often becomes clear in the aftermath
that they didn’t have a plan. Don’t let that be you and your business. While no
one can guarantee your success, having a plan dramatically increases your
probability of success.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''There’s
one thing which differentiates the wildly successful and wealthy ones from the
struggling and broke. Struggling business owners will spend time to save money,
whereas successful business owners will spend money to save time. Why is that
an important distinction? Because you can always get more money, but you can
never get more time. So you need to ensure the stuff you spend your time on
makes the biggest impact. This is called leverage and leverage is the best kept
secret of the rich.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''By far 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
the bottom line.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Once
upon a time you placed an ad in the Yellow Pages, paid them a truck load of
money and your marketing for the year was done. Now you have Google, social
media, blogs, websites and myriad of other things to think about.The Internet
has literally opened up a world of competitors. Whereas previously your
competitors may have been across the road, now they can be on the other side of
the globe.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Think
of your marketing plan as the architect’s blueprint for getting and retaining
customers.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Nothing happens until a sale is made.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''A good product or service is a
customer retention tool. If we give our customers a great product
or service experience they’ll buy more from us, they’ll refer other people to
us and build up the brand through positive word of mouth. However,before
customer retention,
we need to think about customer acquisition (AKA marketing).
The most successful entrepreneurs always start with marketing.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Strategy
changes with scale. This is very important to understand. Do you think someone
investing in and building skyscrapers has a different property investment
strategy than the average small property investor? Of course…If you have an
advertising budget of $10 million and three years to get a profitable result,
then you’re going to use a very different strategy compared to someone needing
to make a profit immediately with a $10,000 budget.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''It’s
not that the small businesses aren’t good at ‘branding’ or mass media ads.It’s
that they simply don’t have the budget to run their ads in sufficient volume to
make them effective.Unless you have millions of dollars in your marketing
budget, you have a very high probability of failure with this type of
marketing.Branding, mass marketing and ego-based marketing is the domain of
large companies.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
1.
You have a limited amount of money. If you focus too broadly, your
marketing
message will become diluted and weak.
2.
The other critical factor is relevance. The goal of your ad is for your
prospects
to say, ‘Hey that’s for me.’
If
you’re a woman who’s just had a baby and are concerned about cellulite,would an
ad targeting this specific problem grab your interest? Most certainly.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Targeting
a tight niche allows you to become a big fish in a small pond. It allows you to
dominate a category or geography in a way that is impossible by being general.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''The
type of niches that you want to go after are ‘an inch wide and a mile deep.’An
inch wide meaning it is a very highly targeted subsection of a category. A mile
deep meaning there’s a lot of people looking for a solution to that specific
problem. Once you dominate one niche, you can expand your business by finding
another profitable and highly targeted niche, then dominate that one also.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Figure
out the one thing your market wants a solution to, something that they’ll
pay you handsomely for. Then enter the conversation they’re having in their
mind, preferably something they go to bed worrying about and wake up thinking
about. Do this and your results will dramatically improve.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''My
rule of thumb is one ad, one objective. If something in the ad isn’t helping
you achieve that objective then it’s detracting from it and you should get rid
of it.That includes sacred cows like your company name and company
logo.Advertising space is valuable and these things taking up prime real estate
in your ad space often detract from your message rather than enhance it.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Most
advertising by small businesses is inwardly focused. Instead of speaking
to the needs and problems of the prospect, it is focused on self aggrandizement.The
prominent logo and company name, the laundry list of services, the claims of
being the leading provider of that product or service. All of these things are
shouting, ‘look at me!’ Unfortunately, you’re in a crowded market and with
everyone shouting ‘look at me!’ at the same time, it just becomes background
noise.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Direct
response marketing focuses heavily on the needs, thoughts and emotions of the
target market. By doing this you enter the conversation already going on in the
mind of your ideal prospect. You will resonate at a deeper level with your
prospect and your ad will stand out from 99% of other ads that are just
shouting and talking about themselves.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Don’t
leave anything to chance. Know exactly what you want your ad to achieve
and the exact action you want your prospect to take.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Positioning
yourself as a commodity and hence being shopped on price alone is a terrible
position for a small business owner to be in…The answer is to develop a unique
selling proposition (USP). Something that positions you differently, so that
prospects are forced to make an apples-to oranges comparison when comparing you
with your competitor.If they can do an apples-to-apples comparison of you and
your competitors then it comes down to price and you’re toast. There’s always
someone willing to sell cheaper than you.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''We
want to get into the mind of our prospect. 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 seem subtle but it’s huge.For example someone buying a $50
watch is buying something very different from a person buying a $50,000 watch.
In the latter case they are likely buying status, luxury and exclusivity. Sure
they want it to tell the time just like the buyer of the $50 watch but that’s unlikely
to be their core motivation.''
''Bad marketing is highly
product-focused and self-focused. Good marketing,
especially direct response marketing, is always customer and problem/solution
focused, and that’s exactly how we want our elevator pitch to be. We want to be
remembered for what problem we solve rather than for some impressive but
incomprehensible title or business.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Putting
the right stuff in front of the wrong people or the wrong stuff in front of the
right people is one of the first marketing mistakes made by business owners.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''The
usual ways of shopping get thrown out the window when we’re in pain. The exact
same is true for your customers and prospects. So many times businesses talk
about ‘features and benefits’ rather than speaking to the pain that the
customer already has. How much selling does a pharmacist need to do to sell
pain relief medication to someone with a splitting headache? Very little I
suspect.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Your
goal is to be a problem solver, pain reliever and turn any comparison with your
competition into an apples-to-oranges comparison. Remember people are much more
willing to pay for a cure than for prevention. Targeting existing pain rather
than promising future pleasure will result in much higher conversion, much higher
customer satisfaction and lower price resistance. Look for pain points in your
industry and become the source of relief.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Almost
no other skill will reward you more richly than the ability to write compelling
words. Being able to clearly articulate why a prospect should buy from you
rather than your competitors in a way that creates an emotion and motivates
them to action is the master skill of marketing.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''People
are craving something new, something entertaining, something different.
When you give that to them, you get their attention. When your copy is ‘professional,’
it’s boring, monotone and ignored. The fact is that most businesses are too
afraid to send out copy that will get them noticed. They fear what their
friends, relatives, industry peers and others will think or say.
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Always
remember, people buy
with emotions first and then justify with logic afterwards.
Trying to sell to their logical brain with facts and figures is a complete
waste of time.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''The
five major motivators of human behavior, especially buying behavior are:
Fear
Love
Greed
Guilt
Pride
If
your sales copy isn’t pushing at least one of these emotional hot buttons, then
it’s likely too timid and ineffective.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Part
of the job of good sales copy is to tell potential prospects who your product
or service is NOT for.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''So
many times I’ve seen a business or product name whose meaning is unclear…If you
confuse them, you lose them. It’s that simple. Always choose clarity over cleverness.
It’s hard enough to get a message read, understood then acted upon at the best
of times. But intentionally adding confusion into the mix when you’re a small
business with a modest marketing budget is madness.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Remember
what gets
measured, gets managed. Be ruthless with your ad
spend by cutting the losers and riding the winners. Obviously to know what’s
losing and what’s winning, you need to be tracking and measuring.
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Media
is by far the most expensive component of your marketing spend. It’s the bridge
that connects your offer to your target market.Hire experts that specialize in
whatever media you decide is right for your campaign—they’re worth their weight
in gold. Don’t try and do it yourself,..What you don’t know WILL hurt you.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''So
how do you measure the success of a marketing campaign?
For
the impatient, here’s the short answer: did the marketing campaign make you
more money than it cost you? Another way of putting it is, what was the return
on investment (ROI) on the marketing campaign? If it cost you more than you
made (or will ever make) on this campaign then it’s a failure. If it cost you
less than the profits you made as result of the campaign then it’s a success.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Some
people have the perception that social media marketing is ‘free’ It’s only
truly if your time is worth nothing.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''As
always with any marketing strategy it’s vitally important to find out where
your prospects ‘hang out’ and use the
appropriate media to get your message through to them. Social media may or may
not be one of those places they hang out.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Building
a database of email subscribers plays a central role in your online marketing
strategy. A prominent part of your website should be an email opt-in form. This
enables you to capture the email address of website visitors and gives you the
opportunity to nurture those visitors who may not be ready to buy immediately
but who are interested and want more information.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Despite
the growth and popularity of social media, your database of email subscribers
remains one of the most important elements of your online marketing strategy.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''All
healthy relationships are based on an exchange of value. Ensure the majority of
your emails are not sales pitches but rather something that creates value for
your subscribers. A good ratio is three value building emails for every offer email.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''When
it comes to your media strategy you should understand that email doesn’t replace postal
mail, it complements it.We all love the speed and efficiency of
all things virtual; however, it would be a mistake to underestimate the power
of physical objects when it comes to moving people
emotionally. And moving
people emotionally towards a desired action is what marketing is all about.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''If
your marketing consistently fails and loses you money then STOP and change what
you’re doing.If you don’t measure your marketing results that’s just plain
stupid because with the technology we have readily and cheaply available, it’s
easier than ever to track your marketing results and return on investment
(ROI). If your marketing is working and consistently giving you a positive ROI,
then you should crank it up and throw as much money as you can at it.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''The
only time to set a marketing budget is when you’re in the testing phase. In the
testing phase I advocate that you fail often and fail cheap until you have a
winner. Test your headline, your offer, your ad positioning and other
variables.Then cut the losers and optimize the winners until you finally have a
combination that gives you the best possible return on investment.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Does
your business have only one source of leads? One major supplier? One major
customer? Rely on one type of media? Offer one type of product? To borrow a
computer system term, does your business have ‘a single point of failure?’ If
so your business is brittle and a small change in circumstances outside of your
control could have a devastating effect.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Even
in a narrow target market, all prospects should not be treated equally. All other things being equal,
the more money you can spend marketing to high probability prospects, the
better your chances are of converting them to a customer.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Once
you’ve reached a level of competence, the real profit comes from the way you market
yourself.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''If
you’re a professional musician and you position yourself as a subway busker,
your ‘customers’ will treat you as such and pay you accordingly. Conversely if
you position yourself as a professional concert performer you attract a totally
different customer and once again get paid accordingly. In other words, people
will generally take you at your own appraisal—unless proven otherwise.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Most
businesses try to sell without first creating trust. They either cold call or
advertise using outdated methods that no longer work…you need to move towards
the model of... educate, educate, educate.With education, you build trust. With
education, you position yourself as an expert. With education you build
relationships. With education you make the selling process easier for both
buyer and seller.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''The
balance of power is now in the hands of those who would choose to consult,
advise and educate prospects or clients about the benefit that your product
brings to them. It’s the only way to take the power back off the buyer in the
chaotic collaborative world we live in today. So stop selling and start
educating and advising. Your clients will appreciate you more and so will your
bank manager.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
''Offering
too much choice can actually prevent sales. The psychology behind this finding
is that people get caught like a deer in the headlights. Fear of making a
suboptimal choice prevents them from making any choice at all.''
― Allan Dib, The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd
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