This book is brilliant.
I cannot decide what I loved most about it – whether it was the superb conversational tone, amazingly solid business advice or that Allan actually preaches what he practices (which happens depressingly rare nowadays).
Are there any flaws in “The 1-Page Marketing Plan?” Only perceived ones and only a few. Let’s start with them.
1. Give them what they want…
The author tricks you into buying the book with his 1-page slogan. And he provides that indeed. But it’s just the tip of the tip of the iceberg. You get the tip and the whole iceberg attached to it.
…then give them what they need.
And it’s a huge iceberg to swallow. The amount of content condensed into this book is mind-blowing.
2. More for Rookies.
This book is ideal for people who are getting their feet wet in the entrepreneurial world. I found only a couple missing elements in the whole structure of Allan’s business program. But it also means that if you have some experience in business you have probably heard of or lived through most of the advice provided in the book.
On the plus side, Allan has a talent for conveying his points in a way that penetrates thick skulls. So, even if it’s something you are familiar with it still may make you take action.
3. Missing puzzles.
What small business owners need is a full operation manual for their businesses and the author provides just that. With two exceptions I could put my finger on: there is nothing, or very little, about a vision for your business and idea validation at its early stages. Yeah, I know, it’s nitpicking. 1-page Marketing Plan is dedicated to existing business owners and assumes they have a vision and validated their idea. However, if you cover the whole picture, you shouldn’t make exceptions.
1. From Practice.
I cannot praise the author enough for his book marketing. I make a living as a book advertiser. Gosh! So many authors, even business book authors, have no clue about it. I need to teach them basics before we can even start.
Allan Dib is a superb marketer. His book is #1 in a competitive category and it ranks high consistently, meaning he knows how to actually sell his own book.
The same experience shines through the pages of his book. Allan has been there and done that. “The 1-Page Marketing Plan” is not a theoretical thesis. It comes straight from experience. I appreciate this very much.
As I mentioned in the ‘Cons’ section, Allan shares much more than a single marketing tactic. His business advice is rock solid and truly comprehensive. It is also up to date like a few business books are. For example, the utmost emphasis on tracking your marketing campaigns is, of course, common sense, but in the modern world it is also a must.
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker
“It should be a crime to say that today.” – Allan Dib
Allan is not shy about admitting that he borrows heavily from Gerber and his “E-Myth.” If you want to build a real business, not just a new job without a boss (and without a stable salary), you need systems and processes. Your marketing needs a system and processes as well and “The 1-Page Marketing Plan” tells you exactly how to implement them.
The business advice shared in the book is especially valuable for business rookies who haven’t yet read everything from the business shelf in the library.
Allan Dib’s advice does not focus only on systems and processes. His business acumen is enormous and he is generous in sharing it. For me, it was especially visible when he talks about relationships with customers. I need to nurture those relationships not consider them a given. Allan also knows which particular stories to share to make his point memorable. The story of a car salesman opened my eyes to what it means to keep relationships with customers alive.
“Everybody is in sales” was another business wisdom nugget I got from “The 1-Page Marketing Plan.”
And author’s assessment about big organizations was right on the spot:
“Poor service, indifferent staff, and out-of-touch management are hallmarks of large companies.”
I’ve been working in a corporate environment my whole career and there are no words that describe this world more aptly.
I also liked very much whenever Allan gave arguments about why small businesses actually have advantage over big corporations, if they do their marketing right.
Another of his gems:
“Word of mouth is the business equivalent of a free lunch.”
That’s so true. It’s amazing when it happens, but depending on free meals is not a strategy to support your family or create a business.
Firing problematic customers, not basing your business on a single snow leopard, how to give outrageous guarantees and many other wisdom gems were hidden among this book’s pages.
While many of the things Allan teaches about in his book were not new to me, his storytelling is so superb that many things I knew only intellectually finally penetrated to the gut level.
For example, I knew very well that it’s so much more effective to keep an existing customer than to attract a new one. They taught me this in my economy classes at university 20 years ago! But only after reading the “The 1-Page Marketing Plan” it dawned on me how downright stupid it is to neglect your past and existing customers and chase new clients instead.
I’m a numbers guy and I was impressed at how Allan used numbers to illustrate his points.
Thus, even if you “kind of” already know everything about marketing, systems, processes and keeping your customers satisfied, reading “The 1-Page Marketing Plan” will not be waste of your time. The author’s persuasion skills may refresh your knowledge and implement what you know intellectually into practice.
And yes, there is a 1-page marketing plan included in the book.
In my opinion, it’s well worth the book’s price. Even the principle that you should have only one place, one sheet, to picture your whole marketing plan with a single glance is worth the price. We are so distracted in the modern world. This single piece may serve you as a single point of focus that will keep your monkey brain glued to the importance of marketing plan for your business.
So, even if you already know everything Allan teaches about marketing, customer satisfaction, market research, systems and processes and all that stuff, but you didn’t have your whole marketing plan put on a single sheet, you need to read “The 1-Page Marketing Plan”
By the way, the plan is thoroughly well-laid out in a chronological and logical order. It’s a masterpiece. I’m going to use it in my business.