The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd

by Allan Dib

This part is absolutely crucial, and this is where a lot of people get lazy by offering something boring, price discounting or copying what their nearest competitor is doing.

Remember, if you don’t give your ideal target market a compelling reason why your offer is different, they will default to price as the m...

Two great questions to think about when you’re crafting your offer are: Of all the products and services you offer, which do you have the most confidence in delivering? For example, if you only got paid if the client achieved their desired result, what product or service would you offer? Phrasing it another way, what problem are you sure that you could solve for a member of your target market? Of all the products and services you offer, which do you enjoy delivering the most? Some supplemental questions that can help you craft your offer include: What is my target market really buying? For example, people don’t really buy insurance; they buy peace of mind. What’s the biggest benefit to lead with? What are the best emotionally charged words and phrases that will capture and hold the attention of this market? What objections do my prospects have and how will I solve them? What outrageous offer (including a guarantee) can I make? Is there an intriguing story I can tell?

Who else is selling something similar to my product or service, and how? Who else has tried selling this target market something similar, and how has that effort failed?

What Does My Target Market Want?

Putting the right stuff in front of the wrong people or the wrong stuff in front of the right people is one of the first marketing mistakes made by business owners.

purchasing is done with emotions and justified with logic after the fact.

If you asked those in the market for expensive luxury cars what they wanted, you’d typically get logical (and untrue or half true) answers like quality, reliability, comfort. In reality what they really want is status.

Analyzing search engine queries using a tool like Google’s AdWords Keyword Planner can be another excellent method.

Lastly, see what topics are trending on social media and industry news sites. What are people commenting on and reacting to?

Create an Irresistible Offer

Here are some of the essential elements: Value: first you need to think, what is the most valuable thing you could do for your customer? What is the result that takes them

from point A to point B which you can take them through while making a good profit?

This really is the crux of your offer. Language: if you’re not a member of your target market, you need to learn the language and jargon used within your target market. If you’re selling BMX bikes, you need talk about “endos,” “sick wheelies” and “bunny hops,” not features, benefits, and specifications. If yo...

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 offe...

Value stacking: packing in many bonuses can make your offer seem like a no-brainer. This is a very smart move and can dramatically increase conversions.

Upsells: when your prospect is hot, and in the buying frame of mind, it’s the perfect time to offer a complementary product or service. This is the perfect opportunity to tack on a high-margin item, even if the primary product you are selling is low margin.

Payment plan: this one is absolutely critical for high-ticket items and can mean the difference between the customer balking and walking away or making the sale.

Guarantee: as discussed previously in this chapter, you need an outrageous guarantee. One that totally reverses the risk of doing business with you.

You need to make dealing with you a risk-free transaction, one where the risk is on you should you fail to deliver on your promises. “Satisfaction guaranteed” is weak and ineffective.

Scarcity: your offer needs to have an element of scarcity, a reason why people need to respond immediately.

However, again, you need a good “reason why” the scarcity exists, as you don’t want to be disingenuous with your scarcity claims. You have a limited supply, limited time, limited resour...

As you’ve seen, there are many components to crafting a compelling offer. Taking the lazy, ill-thought-out road of “10% off” or similar crappy offers is akin to throwing your marketing dollars in the trash.

Take the time to craft a compelling, well-thought-out offer. Your conversion rate will skyrocket and so will your bottom line.

Target th...

Instead of price discounting and positioning yourself as a commodity, why not offer to deliver it to my house, mount it on the wall, ensure the picture quality is spectacular and ensure that it works perfectly with all my peripherals. Now you’re giving me pain relief, and price becomes less important than if you’re selling me a commodity with a list of features and benefits. In the above example, even though you might be selling the exact same TV as your competitor, if you package it up in a way that takes away my pain, then you’ve won my business. It’s also much more likely I’ll become a raving fan and refer others to you because you weren’t just the vendor of a commodity. You were a problem solver.

Selling features and benefits is the best way to turn your prospects into price shoppers who view your product as a commodity bought solely on price. Your goal is to be a problem solver and pain reliever and to turn any comparison with your competition into an

apples-to-oranges comparison. Remember, people are much more willing to pay for a cure than for prevention.

Look for pain points in your industry and become the source of relief.

Copywriting for Sales: You Can’t Bore People into Buying

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 ...

Emotional direct response copywriting uses attention-grabbing headlines, strong sales copy and compelling calls to action. It’s what’s known as “salesmanship in print.”

Whether you’re the CEO of a Fortune 500 company or the janitor, we’re all big bags of emotion, and our buying decisions are made with emotion and then justified with logic later. “Hey honey, I bought that Porsche 911 because of safety and German cars are really reliable too.” Yeah right.

The fact is, people buy from people, not from corporations. Building relationships and rapport is well understood in the world of one-to-one sales; however, for some reason when it comes to the one-to-many position of being a marketer, many business owners

Copywriting is salesmanship in print. You need to write your sales copy as though you were talking directly to a single person.

People love authenticity, personality, and opinion. Even if they don’t agree with you, they’ll respect you for being real and open.

People respond to pictures and videos of other people.

We’re extremely interested in what other people are doing and saying.

You can easily take advantage of this in your business. One example is by adding a video to your website. It can be as simple as a talking-head video of you describing your products and services,

which you can shoot and upload in the space of five minutes using a handheld camera or even a smartphone. Another example is using social media as a two-way communication medium for engaging with customers and prospects. Doing just these two things will create dee...

People are craving something new, something entertaining, something different. When you give that to them, you get their attention. When your copy is “professional,” it’s boring, monotone and ignored. The fact is that most businesses are too afraid to send out copy that will get them noticed. They fear what their friends, relatives, industry peers and others will think or say.

Elements of Great Copy

Some words trigger a bigger emotional response than others. Here is just a small sample of the most common compelling words: Free You Save Results Health Love Proven Money New

Easy Safety Guaranteed Discovery

Always remember, people buy with emotions first and then justify with logic afterwards.

The five major motivators of human behavior, especially buying behavior, are: Fear Love Greed Guilt Pride

If your sales copy isn’t pushing at least one of these emotional hot buttons, then it’s likely too timid and ineffective.

Headlines are one of the most important elements in your sales copy. Their job is to grab the attention of your target market and get...

You’ll use headlines extensively in your marketing when writing email subject lines, sales letter headlines or web page titles. Here’s a small sample of headlines from some of the most successful advertising campaigns throughout history:

They Laughed When I Sat Down at the Piano—But When I Started to Play! Who Else Wants a Screen Star Figure? Amazing Secret Discovered by One-Legged Golfer Adds 50 Yards to Your Drives, Eliminates Hooks and Slices and Can Slash up to 10 Strokes from Your Game Almost Overnight! Confessions of a Disbarred Lawyer Have You Ever Seen a Grown Man Cry? An Open Letter to Every Overweight Person in Portland Is the Life of a Child Worth $1 to You? How a Strange Accident Saved Me from Baldness When the Government Freezes Your Bank Account—What Then? How a “Fool Stunt” Made a Star Salesman Wife of Famous Movie Star Swears Under Oath Her New Perfume Does Not Contain an Illegal Sexual Stimulant! Profits That Lie Hidden in Your Farm Proof: Doctors Are More Dangerous than Guns!