The 1-Page Marketing Plan
Get New Customers, Make More Money, and Stand Out from the Crowd
Author: Allan Dib
Length: 228 pages (~5 hour read)
Formats: Paperback, Kindle, Audible
Grab your copy of The 1-Page Marketing Plan on Amazon here.
Why This Book Matters
If marketing feels overwhelming, scattered, or like something you “should be doing better,” this book gives you a simple plan to fix it. The 1-Page Marketing Plan is designed for small business owners—not marketing experts—and helps you go from random acts of marketing to a clear, structured strategy. Dib breaks marketing down into just nine boxes on a single page, walking you through each one with practical, no-fluff advice. It’s perfect for business owners who know they need more customers but don’t know where to start—or how to turn sporadic results into consistent growth.
Core Idea
Most small businesses market reactively—with no real plan. Dib’s solution is to simplify the entire process into one page: three phases (Before, During, After), each with three steps. The goal is to turn strangers into leads, leads into customers, and customers into raving fans—all with a plan you can actually stick to. The book helps you stop thinking of marketing as a mystery and start treating it like a system.
Key Tactics & How to Apply Them
1. Target a Specific Niche
Marketing to everyone means connecting with no one.
How to apply: Choose a clearly defined target market—ideally one you can describe in a single sentence. Focus your messaging on their specific problems, fears, and desires. It’s better to dominate a narrow niche than be invisible in a broad market.
2. Craft a Compelling Message
People don’t buy products—they buy outcomes.
How to apply: Use emotional language to highlight the pain your customers feel and the transformation you deliver. Avoid jargon. A good message answers: “What’s in it for me?”—fast.
3. Select the Right Media
Get your message to the right people using the right channels.
How to apply: Choose 1–2 media types where your ideal customers already spend time—Google Ads, Facebook, podcasts, direct mail, etc. Focus on repeatable lead generation over “spray and pray.”
4. Capture Leads, Don’t Just Advertise
Most small business ads waste money by asking for a sale too soon.
How to apply: Always offer something of value (e.g., a lead magnet, discount, checklist) in exchange for contact information. The goal of your marketing isn’t to close the sale—it’s to start the relationship.
5. Nurture Your Leads
Not everyone is ready to buy right away.
How to apply: Use email sequences or follow-up campaigns to educate, build trust, and stay top of mind. Focus on delivering value and solving problems—not hard selling.
6. Convert with a Sales Process
Closing should be a system, not a one-off effort.
How to apply: Define how leads move from interest to purchase. Script your sales calls. Use urgency and risk-reversal tactics like guarantees or limited-time offers to overcome hesitation.
7. Deliver a World-Class Experience
Delighting customers is part of marketing.
How to apply: Under-promise, over-deliver. Automate onboarding. Create wow moments. Treat every purchase like the beginning of a relationship, not the end of a transaction.
8. Increase Customer Lifetime Value
The easiest sale is to someone who already trusts you.
How to apply: Upsell, cross-sell, and re-engage past buyers. Launch a recurring revenue model if possible. Focus on retention and referrals, not just new leads.
9. Orchestrate Referrals
Referrals don’t happen by accident—they’re engineered.
How to apply: Make it easy (and rewarding) for happy customers to refer others. Ask at the right moment, give clear instructions, and tie it to a benefit for both the referrer and the new customer.
Real-World Example
A local gym was struggling to compete with national franchises. After using Dib’s plan, they shifted from generic ads to targeting busy moms with a “30-minute workout, no babysitter needed” offer. They ran Facebook ads with a free trial pass, captured emails, and followed up with a 3-part onboarding sequence. They offered a low-cost membership trial and used birthday shoutouts and milestone gifts to create customer loyalty. Within six months, referrals increased 4X and churn dropped by half—all from a one-page plan.
When to Use This Book
You’re generating leads randomly, or not at all
You feel like marketing is complicated or overwhelming
You’re getting traffic but not converting it into sales
You want a simple, repeatable way to grow
You need to clarify your message and marketing focus fast
Grab your copy of The 1-Page Marketing Plan on Amazon here.