This post is part of the 📖 1-Page Marketing Plan series.
Today I am reading introduction chapter of the book The 1-Page Marketing Plan written by Author, serial entrepreneur and rebellious marketer Allan Dib.
Strategy vs Tactics
Understanding the difference between Strategy and tactics is absolutely key to marketing success.
Strategy is the big picture planning you do before the tactics.
To give you a good picture of differences between Strategy and tactics, author Allan Dib, orchestrated well with a house building activity.
You need an architect and a builder to strategise the overall house blueprint, which is a strategy. In contrast, you need tactics like bricklayer, carpenter, plumber, electrician and so on to finish your house.
“Strategy without tactics leads to paralysis by analysis. Tactics without Strategy leads to the “bright shiny object syndrome” — Allan Dib.
You need both strategy and tactics to be successful, but Strategy must come first, and it dictates the tactics you use.
I Have a Great Product/ Service, Do I Really Need Marketing?
“If you build it, they will come” makes a great movie plot, it’s a terrible business strategy.
“Nothing happens until a sale is made” — Thomas Watson from IBM
A good product or service is a customer retention tool but not a sales making one.
Before we think of customer retention, we need to think about customer acquisition (aka marketing).
How to Kill Your Business
The biggest mistake that small businesses do is to follow the tactics that big successful businesses are doing.
#1 Large Companies Have a Different Agenda #1 Large Companies Have a VERY Different Budget
Here author Allan gave a superb explanation of strategical differences between big brand company marketing to small and medium.
Small and Medium Business Marketing
Direct response marketing is a particular branch of marketing that gives small businesses cut through and a competitive edge on a low budget.
“When you turn your ads into direct response ads, they become a lead generating tools rather than just name recognition tools.”
Try to make an impact through direct response ads. How? Here are some of the main characteristics:
- They are trackable
- They are measurable
- They use compelling headlines and sales copy
- They target a specific audience or niche
- It makes a specific offer
- It demands a response
- It includes multi-step, short-term follow-up
- It incorporates maintenance follow-up of unconverted leads
Do you know you can listen to this book on Amazon Audible for FREE?
If you are not into reading like me, then you can listen to this book for FREE on Amazon AudibleDon't Read. Just 🎧
You can’t do anything worthwhile successfully without both Strategy and tactics.
Strategy without tactics lead to paralysis by analysis.
Marketing must be one of your major activities if you’re to have business success. Nothing happens until a sale is made.
The most successful entrepreneurs always start with marketing.
Direct response marketing is designed to evoke an immediate response and compel prospects to take some specific action, such as opting into your email list, picking up the phone and calling for more information, placing an order or being directed to a web page.
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 3 of 36 in the 📖 1-Page Marketing Plan book series.