The summarized essence of this book in one sentence would be “the fastest path to the money”, as author described the book itself.
The book is written for entrepreneurs, experienced ones and the those just starting out, who struggle with getting more customers because small business owners don’t have a structured strategy [what to do] of tactical steps [how to do it].
Now, the book says One Page Marketing Plan and essentially it is, but only for defining the structure of your marketing plan in 9 steps (think of it as 3 x 3 matrix) and it goes like this:
Act I: Select Your Target Market, then Craft Your Message to Your Target Market and then Reach Your Prospects with Advertising Media
Act II: Capture Leads, Nurture Leads, Sales Conversion
Act III: Deliver a World Class Experience, Increase a Customer Lifetime Value, Orchestrate and Stimulate Referrals
Currently [March 2019] it is No1 Best Seller in Amazon Kindle Global Marketing category, with 91% 5 star customer review out of total 933. Not bad, not bad at all.
Apparently still loads of people think marketing=advertising, or even worse marketing=sales (totally wrong in both cases). If you are also unsure about different terms you come across let me quote from the book the simplest, most jargon-free, definition of marketing and sales you’re ever likely to come across:
If the circus is coming to town and you paint a sign saying ‘Circus Coming to the Showground Saturday’, that’s advertising.
If you put the sign on the back of an elephant and walk it into town, that’s promotion.
If the elephant walks through the mayor’s flower bed and the local newspaper writes a story about it, that’s publicity.
And if you get the mayor to laugh about it, that’s public relations.
If the town’s citizens go to the circus, you show them the many entertainment booths, explain how much fun they’ll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that’s sales.
And if you planned the whole thing, that’s marketing.
Few things I liked [not exhaustive]:
Page 7: Have you ever wondered why most small businesses plateau at a mediocre level?
Page 83: Not measuring where your leads and sales come from and not tracking ROI on ad spend is the mark of an amateur
Page 186: People live busy lives. They don’t always remember to do things in a timely manner when it’s of benefit to them. Send reminders!
Link on Amazon, where you can buy The 1-Page Marketing Plan Kindle version:
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