Title: Why We Like The 1-Page Marketing Plan
Guest: Chris Goldman
Peter: My guest is Chris Goldman. He is a marketing messaging expert with bizmarketing.com. Today, we are gonna talk about the one Page Marketing Plan, which is a book from Alan Dib. Chris, how are doing today?
Chris: Doing great, Pete. Good to talk about one of my favorite topics. How do we reach customers and help businesses be successful?
Peter: Yeah. This book, it’s a yellow book. We’ll have a picture of it in the notes is The one Page Marketing Plan by Alan Dib. The first thing that impressed me about this book is that it says, get new customers, make more money and stand out from the crowd. Pretty simple stuff.
The best part though, is on the back. The back, it’s got a warning. It says, do not read this book if you hate money.
Chris: I love that.
Peter: This book is a number one bestselling book on Amazon in the marketing category, outperforming even books like Building a Story Brand and some other books. So now maybe they’re kind of neck and neck. This really has caught the attention of businesses, not marketers. This book wasn’t written for marketers. This book was written for businesses.
The idea of this book, The one Page Marketing Plan should be pretty self explanatory, right? It’s a marketing plan on one page. The idea is to create this marketing plan, something that I know for a fact most businesses have not created, but to create it and to use it as a living document for managing your marketing in all phases of marketing? How do you fit everything onto one page?
Chris: So when you look at Alan Dibs grid, it’s a grid of nine. It’s a Brady bunch for no better term. You’re looking at it and there’s the top row of three, the middle row of three and the bottom row of three. Okay. And the top row is the before phase.
A phase a lot of us don’t really isolate and think of is what’s going on between you as a business and your customers before they actually become your customers. And what are the three core things you need to be doing in order to engage people before they become your customers?
Peter: So it’s before they know who you are.
Chris: Yeah. They’re just they’re testing you out. They’re checking you out maybe online. Maybe they’ve seen an ad or heard an ad, and they’re starting to check you out. So what are you doing intentionally before?
Then it moves into the second phase, the during phase, when they’re considering or actually buying from you. They’re in process.
Peter: Right.
Chris: And what are the things we need to be doing to nurture those relationships, to build trust in those relationships, and to make sure that they are informed customers or clients as they’re coming into your realm of influence. Then the third one is the after phase, something I think we forget about, but it’s so important. What happens to those customers’ clients after they’ve bought? How do you convert them from being clients or customers to what he calls raving fans who are coming around and referring you to their friends and to their associates, because they’ve had such a great experience with your organization. He calls it a world class experience.
So each of these phases has three key marketing objectives that build this grid of nine Mhmm. That Alan did was put together. It’s great. It’s fantastic.
Peter: So one thing I would like to share with our fans out there or the audience is that right now the team at Viz Marketing is getting certified in the one Marketing Plan process. It’s been a twelve week process. We’ve got a lot of classes that we’ve been doing online, and then we’ve been meeting with the team at OnePage Marketing Plan, and we are soon to get our certification in the OnePage Marketing Plan, which I am super pumped about.
Chris: Absolutely. You know, if you think about it, this is one of the few holistic views of marketing and health for a business. And I think about being able to take these complex ideas and put them on one page, stick it on your wall, and as a business owner, to be able to glance at that and go, okay. Here’s where we are. Here’s where we need to strengthen.
And by the way, here are the areas that we do really well. Mhmm. I think that’s fun to have.
Peter: Yeah. And in in in the next several weeks and months, we’re gonna be diving deeply into the one Page Marketing Plan into each phase. We’ll be talking about it on the webinar. And we are also in contact with the author, Alan, and are trying to secure a date for an interview with him and even potentially a live webinar. Let’s just say that it’s it’s in the works.
Let me ask you this, Chris. What’s one thing that you like about the one page marketing plan?
Chris: For me, I work especially in messaging. That’s what I work with, which he notes is really where you start identifying your customer Mhmm. And your messaging before you do anything with it. Mhmm. That’s kinda where I live.
But when I began to look into this and really study and understand it, I began to expand my understanding and appreciation for all of the different phases of effective business marketing. Mhmm. And really noting the importance of every one of them. You know, you could be really good at sales, for example, and getting the message out there and selling, getting a client, but then dropping the ball when it comes to helping them become a person who just can’t stop talking about your company, your services, their experience with you. And I like that Alan follows it all the way through there.
The other thing I might say is that most companies either have a marketing plan that is so long, nobody really pays attention to it. That’s why Al that’s why he wrote this book. Right? He had a thick marketing plan just
Peter: to look a marketing company a lot of money to make a marketing plan, and then they they handed him a phone book, basically, size plan, and it sat on the shelf. He’s like, okay. Now what am I supposed to do?
Chris: Right. So it comes from a very practical standpoint of Yeah. Can I take those keys, sum it up, have it in one place where I can look at it? I love that. What’s kind of been, something that sticks out to you, Pete?
Peter: The reality is most folks that we work with don’t have a marketing plan. And as a marketer myself, I feel responsible and obligated to cover all phases of marketing with the And I haven’t found a practical way to do that until we discovered the one Page Marketing Plan. And it just makes sense. It’s one of those things where once I saw the book and read it and listened to some of the podcasts and things, I was like, this is the book that I should have written myself.
Chris: Right.
Peter: So, so as a marketer, I’ve just looked at it as a, it’s just such a practical guide to marketing and it just makes so much sense. It’s not, there’s not a lot of marketing language in it. It is really a business owner’s guide to marketing. Again, it’s not necessarily I mean, I’m a marketer and I love the book, but it is really geared towards the people who actually are making the decisions in the business and getting the value from having that one page marketing plan. So that for me, that was it.
And just the framework, I just, anything with a framework, love. You know, it’s a three by three matrix. Anything with a matrix, love favorite movies. So
Chris: Helps you work through it. You know, I think also, Pete, the thing that I would say to all of our sphere of influence within biz marketing’s community Yeah. It has been really interesting to sign up for training with something this so internationally respected.
Peter: Mhmm.
Chris: And sit in a room literally with people from all around the world, but have Alan Dib there every single week in person where we can ask the questions. And it just reminds me of the kind of care and personal care that great businesses have for their clients, their customers, and for their network. And it just as a great reminder is to always be personal.
Peter: Right. And I mean, yeah, that’s true. Alan is he’s he, I feel like if he lived in the area, you know, we’d hang out and, have a beer and he’s somebody I would want to do business with. I have done business with him. One thing we’d like to do is give away five copies of the one Page Marketing Plan book.
So we’re going to run a little contest. I know you guys know we like to run contests from time to time. We are going to open it up as soon as this podcast drops. We are going to leave it open until Friday the second, and we’re going to have a little form that you can enter at bizmktg.com/getmybook. Fill out the form.
We’re going to be giving away five copies of the book, and, that will close on September 2. So go to biz, marketing.com/getmy book and enter, and you’re gonna hear a lot more about the one page marketing plan. We’re gonna be going deep dive into it here in the coming weeks and months.
Chris: Absolutely. It’s gonna be a lot of fun to help businesses. We’re all about helping businesses win online, and this is a tool that I believe is gonna help so many businesses grow and expand their influence.
Peter: Chris, thanks for your time today. Look forward to digging deeper into this real soon. Thanks for listening to this episode of Biz and Life Done Well with Peter Wilson. You can subscribe to us on iTunes, Google Podcasts, Spotify, and most of the other popular podcast platforms. Please tell your friends about us and leave us a review so even more people will find out about us.
Thanks again. We’ll see you soon.
