The 1-Page Marketing Plan

by Allan Dib

“The 1-Page Marketing Plan” argues that any small business can create an effective, measurable marketing system by filling out a single 9‑box canvas that covers the entire customer journey from stranger to raving fan.

Big idea in one sentence

Marketing should be a simple, written system—not random tactics—organized on one page into three phases: Before (prospects), During (leads), and After (customers).

Structure: 3 phases, 9 boxes

The book’s core tool is a one‑page grid with nine blocks.

Before phase (Prospects):
- Select a narrow target market (who).
- Craft a compelling message/USP (what you say).
- Choose media that efficiently reaches that market (where you say it).
During phase (Leads):
- Capture leads instead of pushing for an instant sale (e.g., opt‑ins, inquiries).
- Nurture leads with consistent follow‑up and education.
- Convert leads with a clear, consultative sales process.
After phase (Customers):
- Deliver a world‑class experience that exceeds expectations.
- Increase customer lifetime value via repeat business, upsells, and cross‑sells.
- Orchestrate and stimulate referrals with deliberate referral systems.

Core principles and mindset

The book emphasizes several recurring themes for small businesses.

Don’t market like big brands. Focus on direct‑response marketing: every campaign must be targeted, trackable, and designed to trigger an immediate, measurable action.
Strategy before tactics. Decide who you serve and what you stand for before choosing channels, tools, or trends.
Specialization over commoditization. Narrow positioning and a strong USP let you compete on value, not price.
Education‑based marketing. Shift from “hard selling” to teaching, advising, and solving problems to build trust.

Practical tactics the plan pushes

Dib anchors the big ideas in specific, repeatable actions for small businesses.

Define an ideal customer using concrete criteria (e.g., profitability, enjoyment working with them, ease of service) and speak directly to that avatar.
Use one message, one objective per ad; remove anything that doesn’t support that single objective.
Build simple systems:
- Lead capture (e.g., lead magnets, response offers).
- Follow‑up sequences (emails, calls, mail).
- Metrics tracking (leads, conversion rate, average transaction value, break‑even).
Use guarantees, risk‑reversal, tiered pricing, and easy payment options to increase conversions and margins without discounting.

Why it matters

The promise of the book is that by forcing all key marketing decisions onto a single page, you remove overwhelm, gain clarity, and make it far more likely that the plan is actually executed and optimized over time.

​The 1-Page Marketing Plan