Would you ever go to a dentist or doctor who just “wings it”?
Would you ever want the pilot to figure out how to get to a destination?
Would you ever want a chef at a restaurant to just randomly put food together for you?
Then why are there business owners out there who are happy to wing it and see how it goes without any plans or strategy behind it?
When reading the book ‘The 1-Page Marketing Plan’, aka 1PMP, the author Allan Dib has shown that you can create a simple marketing plan to help steer your business in the right direction and create “the fastest path to money”.
And you can literally put it all on one page and this book will show you how.
But like anything in life, if you don’t implement what you have learnt, it’s the same as not knowing it at all.
Check out the video below to learn more about the book.
In this video, I want to do a book review about the ‘1-Page Marketing Plan’ or “1PMP” by Allan Dib, an entrepreneur who started and sold many businesses and is an angel investor as well.
He wanted to put this book together to kind of simplify the marketing plan and give your business a purpose to the fastest path to money.
That’s what he calls it, literally the first two sentences that are the essence of the book, “The fastest path to money.”
And he’s not ashamed of saying it because he just wants to get it out there. If you want to follow your passion, then you can go ahead and do that, but that doesn’t necessarily mean it’s going to generate revenue for you.
But if you have a marketing plan, and a simple one, then that can help you with the process.
Now I should do a disclaimer right now. I didn’t deliberately pick this book, not because I didn’t want to, it’s just because I have other books to read.
But the publisher sent it to me and asked me to do an honest review. There’s no influence at all, so I’ve read it back to front and I thought I would share with you why it’s actually a good book to read.
When you go to visit your doctor or your dentist, do they wing it or do they follow a plan?
When you go to a restaurant, do the chefs there just wing it making the food or is there a plan?
When a pilot is flying his plane and you’re on-board, is he just winging it or is he following a flight plan?
The same thing applies to a business owner, some people, they just wing it, which is a bit surprising to do when Allan goes into the details about that. But you shouldn’t wing it, you should implement a plan because, at the end of the day, customers don’t want to be part of a business which just wings it.
Imagine yourself, would you want to be a customer of a business that just ‘kind of see how it goes’ and be lacklustre about things?
No, they just want you to be part of our plan and give you what you want in a professional, direct way, and meet your needs.
And Allan has mentioned that a number of times about a marketing plan. People talk about it but they don’t implement it.
And he deliberately said it, that’s actually at the very end of the book, “Knowing and not doing is the same as not knowing.”
Which is a good point, you can read as much as you like, you can just read all the books as much as you like, but if you’re not going to learn something from it, you’re not going to implement it, then what’s the point?
You may as well not know it at all.
So really it’s all about having the marketing plan and being the best marketer possible. Because it’s been mentioned a few times that you can have the best product and the best service out there, but if you are not a good marketer you will not get in front of anyone.
And Allan mentioned it, that the best marketer wins at the end of the day because they get their business and their product and their services out there.
Now throughout the process, Allan does have a canvas to create your own 1-page marketing plan and there is literally just that.
And in one page there is a section where you can kind of split into nine different sections and you can see a “before” section, “during” section, and also an “after”.
Now the “before”, talks about:
- the target market
- the method to your target market,
- the media
The “during”, which is the lead, you talk about:
- how you capture the lead
- how do you nurture it
- the conversion part
And then the “after”, you sell. It’s all about:
- your experience, you deliver a world-class experience
- increase the customer lifetime value
- and also get referrals as well
Literally all in just that one page. It is a 1-page marketing plan, you can download it or you can just create it yourself using a spreadsheet or notepad or whatever.
A couple of things I’ve learned in the book is about the danger of number one. And that is if you are dependent, for example, on just one customer or one client, one traffic source, one referral system, or dependent on one thing.
It’s dangerous. It makes sense. You’re kind of on thin ice, almost where if that one thing goes away, then your whole business might just collapse. You then have to build that back up and get that income again, get that revenue, get that traffic. And because you’re dependent on that one thing, it’s actually really, really hard to get back your speed again. So don’t depend on just that ‘one’.
On other occasions, I have agreed with what Allan has written in the book and it makes sense.
There is one thing I’m kind of 50/50 on, I’m not sure about, but it would be good to get your opinion as well because Allan has talked about having an exit strategy.
Basically, what’s going to happen at the very end of that journey. You could have a product or service or something that you can sell and then live the lifestyle that you want.
Which makes sense, maybe that’s your business – you want to build something and sell it on.
It makes sense but it kind of depends on what you’re looking for or what you want to do. Because if your purpose is to build a business and then just have a relaxing lifestyle at the end of it, where you can just make your money and then you retire early, then maybe that can work.
But if it’s something you want to do until the day you die, then maybe that’s another story and you don’t really care about an exit strategy.
However, even if you do that, even if you want to run your business forever, then what happens to the legacy? What happens to, if you have any, your employees and your cash and your products and stuff like that, what happens to that after you die?
Is it still going to be there or is someone going to continue to run it? Or are you going to sell it on and you don’t have to worry about that or any of your next-of-kin worry about that as well.
So I find it quite interesting. I’m not sure how I feel about that yet because, personally, I don’t have a product. I don’t have a service that I can just sell, it’s just a personal brand.
And a personal brand is not something that you can buy.
But maybe there’s something I should think about, I should think about having a product or a service that I can build and build and if I want to, I can then sell it on.
But who knows what my business is going to be like in a few decades time?
The benefit of reading the book is that it’s laid out very well. It’s structured well in a step-by-step process of the before, during and after, and it highlights the need to think of the obvious things. People just kind of skip it, go too far ahead, without realising that you need to have that foundation set.
And the book explains it very well I think, in my opinion, and I think it’s a very good introduction to a marketing plan.
If you are an advanced marketer, this book might not be for you but if you are a business owner especially a small business owner, then you might find this book very, very useful to kind of think about.
What is your marketing plan and how can you get your products and services out there to those who need it.
And you can also think about your life plan and your exit strategy because Allan has mentioned that you rarely make as much money running the business as you will if you sell the business.
Again, it depends what your life plan is, the lifestyle you’re looking for, what kind of culture that you want to bring into your lifestyle, it just depends on that.
It does make you think about your exit strategy though. Because, at the end of the day, circumstances might change. Life happens, things happen around you and you might need to adjust and adapt and maybe, maybe, sell your business, you just never know.
So I guess it’s like a backup plan, and Allan highlighted that and that’s something not a lot of people think about as well.
Now if you’ll excuse me, I need to implement my own 1PMP.
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