This post is part of the 📖 1-Page Marketing Plan series.
Today, I am reading a new section Your Ultimate Customer from Delivering a World-Class Experience chapter of the book The 1-Page Marketing Plan written by Author, serial entrepreneur and rebellious marketer Allan Dib.
Yesterday, I read some sections of Products Make You Money, Systems Make You a Fortune from Delivering a World-Class Experience chapter of the book.
Tomorrow, I am going to read a new chapter Increasing Customer Lifetime Value from the book. Look out for tomorrow’s article.
Your Ultimate Customer
The section started with one of my favourite quotes.
Neil Armstrong once said: “You only have to solve two problems when going to the moon: first, how to get there; and second, how to get back. The key is don’t leave until you have solved both problems.”
Do you have an exit plan? Many business owners don’t think about the following things.
How’s it going to end? How will they get a return on their investment?
Answering these questions will help you visualise who your buyer is and why they would buy you.
It’s crucial to think about these things at the beginning because they will help you shape exactly how you engineer your business and what you focus on.
The person or company who puts you out of business is your ultimate customer and satisfying them will result in the biggest payday you’ll ever receive.
“If your business can’t be operated without you, then it’s not a saleable asset, and you’re stuck, regardless of how good or profitable it is.” - Allan Dib
Maybe you love what you do now, but you like it or not, one day your circumstances will change. You may get bored, get sick, want to retire, see a better opportunity and so on.
If you start thinking about structuring for an exit at the time you need to exit, you’re toast. It’s too late.
Start thinking about your ultimate customer and what would motivate them to write you the check that becomes your biggest payday.
Chapter 7 Action Item:
How Will You Deliver a World-Class Experience? Fill in square #7 of your 1-Page Marketing Plan canvas.
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- When starting a business, it’s important to think clearly and plan for how you will exit.
- Having documented systems is what enables the business to run without you.
Structuring the business with a logical acquirer in mind is smart, and it’s very attractive to investors. Thinking in those lines from the start is very important.
In this groundbreaking new book you’ll discover:
How to get new customers, clients or patients and how to make more profit from existing ones.
Why “big business” style marketing could kill your business and strategies that actually work for small and medium-sized businesses.
How to close sales without being pushy, needy, or obnoxious while turning the tables and having prospects begging you to take their money.
A simple step-by-step process for creating your own personalized marketing plan that is literally one page. Simply follow along and fill in each of the nine squares that make up your own 1-Page Marketing Plan.
How to annihilate competitors and make yourself the only logical choice.
How to get amazing results on a small budget using the secrets of direct response marketing.
How to charge high prices for your products and services and have customers actually thank you for it.
Author(s): Allan Dib
Part 29 of 36 in the 📖 1-Page Marketing Plan book series.