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

Reason why: when you have a great offer, you need to justify why you’re doing this. People are so used to being shortchanged that when someone makes a strong, value-filled offer, they become skeptical and look for the catch.

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

Guarantee: as discussed previously in this chapter, you need an outrageous guarantee. One that totally reverses the risk of doing business with you. People have been disappointed so many times that they don’t trust any of the claims you make. It’s nothing personal. That’s just the way it is. You need to make dealing with you a risk-free transaction

Who is your ideal target market? Be as specific as possible about all the attributes that may be relevant. What is their gender, age, geography?

So 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.

Almost no other skill will reward you as richly as being able 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 emotion and motivates them to action, is the master skill of marketing.

In general, the goal of your front end offer is to create a customer and make enough profit from the first transaction to at least cover the customer acquisition cost. This makes it very sustainable to keep advertising. The real profit is made on the “back end” through repeat purchases by existing customers.

Can you explain your product and the unique benefit it offers in a single short sentence? You must understand a very important concept: confusion leads to lost sales. This is especially so when you have a complex product. Many business owners erroneously think that a confused customer will seek clarification or contact you for more information. Not

To be a successful small business marketer you need laser-like focus on a narrow target market, sometimes called a niche.

have an unlimited budget for marketing that works.