The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd (Lean Marketing Series)

If you want more success, you need to start paying attention to and expand the things that give you the most leverage.

Think of your business as a person. What attributes make up its personality? What’s its name? What does it wear? (i.e., design) How does it communicate? (i.e., positioning) What are its core values and what does it stand for? (i.e., brand promise) Who does it associate with? (i.e., target market) Is it well-known? (i.e., brand awareness)

Crafting Your Offer

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.

Here’s the simplest, most jargon-free definition of marketing 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

before customer retention, we need to think about customer acquisition (AKA marketing).

the majority of your success comes from the top 4% of your actions. Or put yet another way, 96% of the stuff you do is a waste of time (comparatively).

Ask yourself, when does a prospect find out how good your product or service is? The answer of course is—when they buy. If they don’t buy, they’ll never know how good your products or services are.

Direct response marketing is designed to evoke an immediate response and compel prospects to take some specific action, such as opting in to your email list, picking up the phone and calling for more information, placing an order or being directed to a web page.

Understanding the difference between strategy and tactics is absolutely key to marketing success.