Direct Mail Marketing - Is That a Lesson for Digital Marketers?

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If you’ve ever struggled with a lack of focus in your business, you’re not alone. In this episode, we’ll uncover how you can beat Shiny Object Syndrome once and for all with a simple, practical system for marketing: The 1-Page Marketing Plan.

Who is Allan Dib?

Today we’re talking to Allan Dib from Successwise.com. He’s a serial entrepreneur and marketing expert who wrote the Amazon bestseller, The 1-Page Marketing Plan. Allan has come up with a breakthrough method for marketing your business in an easy, 9-step process that he reveals in the interview.

Topics covered:

How to Write a One-Page Marketing Plan

It’s called the 1-Page Marketing Plan because you can fit your direct response marketing plan for your small business on a single page. 

Source

It covers three marketing phases: before lead generation, during lead generation, and after the prospect becomes a customer.

Each phase has three steps, totaling 9 steps on the page.

The beauty of the 1-Page Marketing Plan is in its simplicity.

If you can’t fit your plan on a single page, it’s too complicated.

While you don’t have to fit every detail of your plan on the page, you can outline each step of the plan in simple fashion so that you, your team, and your clients can understand your marketing plan clearly. 

Phase 1: Before lead generation

1. Select your ultra-specific niche target market

This is probably the most crucial step in your marketing plan because it sets you up for success without marketing bullshit.

Marketing doesn’t mean you create a product you think will work and then “market it.” It means understanding your audience first so that you can make a remarkable product tailored to them.

It begins with this step.

The key is to find a target market that’s in pain. 

If you think about the last time you had a bad headache, the pharmacist didn’t have to hard sell you on pain relief medicine. You probably picked something up from the corner store without even looking at the price because you’d do whatever it took to relieve that pain.

Likewise, you want to pick a target market that’s in pain, and if you can solve that pain, you’re in business… without sleazy marketing.

It’s also important that your target market is narrow and deep. 

As Howard Gossage says, “People don’t read ads. They read what interests them. Sometimes it’s an ad.”

If people feel like they’re reading something that was written for them, they’ll be more likely to continue reading, which is a lot easier to do if your target market is very narrow.

In short, specialists eat generalists’ lunch.

So, how do you come up with your target market?

There are two ways to start.

First, if you’ve been one of your target market, then you intuitively understand their challenges and worries, so you can start there.

Otherwise, you’ll need to start with an educated guess and do some market research. Find books they read and forums where they ask questions to get a feel for their pain points. Next, evaluate the PVP, which stands for personal fulfillment, value to the marketplace, profitability. Does this target market bring you joy, money, and have a deep pain? Finally, test your idea on the target market by seeing if they actually pay money for it.

2. Craft a message your target market responds to

To craft your message, start with an offer that converts.

For example, Allan Dib knew that the 1-Page Marketing Plan converted from his experience as a keynote speaker at events, so he repackaged it as a book and sold it.

Source

Then it’s just about getting into the conversation that’s already happening in your target market’s mind.

To get into their mind you’ll need to interview them, preferably via Zoom so you can record the call and transcribe it.

Get to know what’s happening in their lives/industry.

Find out what keeps them awake at night. 

Then use their exact words from the transcript in your messaging.

When the person reads your message, they should say, “Hey, that’s for me.”

3. Reach your prospects with advertising media

First of all, don’t think of yourself as a digital marketer, because “digital” often equates to lazy.

Digital doesn’t mean magic.

Digital is just a medium.

Digital is exposed to all the same factors that make or break your marketing, like having a powerful headline and a strong call to action. 

The point is that you can reach your customers through digital media if they spend their time online; however, if they are more responsive to direct mail, for example, then it suits you to send them direct mail instead.

Reach your tar...