# January 2021 ## [What is Your Message to Your Target Market?](/content/what-is-your-message-to-your-target-market/index.html) _An analysis and commentary on The 1-Page Marketing Plan_ **The 1-Page Marketing Plan** [The 1-Page Marketing Plan](https://www.amazon.com/1-Page-Marketing-Plan-Customers-Money-ebook/dp/B01B35M3SM/ref=sr_1_10_sspa?keywords=the+one+page+marke&qid=1573777776&sr=8-10-spons&psc=1&spLa=ZW5jcnlwdGVkUXVhbGlmaWVyPUExVFlEVUdZTzI2M0FVJmVuY3J5cHRlZElkPUEwMzIzNDI4M1NUMDdZUVdHVUtaUiZlbmNyeXB0ZWRBZElkPUEwNDI4Mjg3MkxNVktGMEM4TjEyUSZ3aWRnZXROYW1lPXNwX210ZiZhY3Rpb249Y2xpY2tSZWRpcmVjdCZkb05vdExvZ0NsaWNrPXRydWU=) ## About the Book: In The 1-Page Marketing Plan, Allan Dib reveals a marketing implementation strategy to map out your own sophisticated marketing plan and go from zero to marketing hero. ## About the Author: Allan Dib is a passionate entrepreneur, rebellious marketer and technology expert. As a highly sought after business coach, consultant and public speaker, he frequently shares his proven strategies and cutting edge tactics with people all over the world. ## **YOUR MESSAGE GOALS** Advertising is a valuable asset in building sales and customers for your business. It is important that your ad have an objective. This can be said about your company name and logo as well. Ads help build your marketing business. A better practice for your ads instead of selling something directly is to invite customers to indicate their interest. This tactic generates less resistance and ads them to a marketing database that can be tracked and targeted easier. When getting potentials to show their interest you also need to be specific about what you want them to do, e.g. call a number to order, request a sample or report. Vague phrases such as “don’t hesitate to call us,” leaves too much leeway on what you want your customers to do. Using a Unique Selling Proposition (UPS) is one way to accomplish this. Having a strong UPS should convince your potentials of why they should buy from _you_ and not your competitors. ## **CRAFTING YOUR MESSAGE** When a customer becomes aware of a product they have roughly three options: buy from you, buy from a competitor, or do nothing. A common misconception about these options is that your competitors pose the biggest threat. The propensity to spend is a larger challenge. You should take priority when crafting your target message. First enticing a consumer to whatever you are selling, then convincing them that your product is the best. ## **YOUR PITCH** A simple way of testing and building an effective UPS is through an activity called the “elevator pitch.” The concept of an elevator pitch is that you can deliver a well-rehearsed, concise summary of your business and its “value proposition” within the span of an elevator ride (30-90sec.). To effectively communicate this message you can follow a simple guide: “You know [problem]? Well, what we do is [solution]. In fact, [proof].” ## **IN-DEPTH ON YOUR OFFERS** An important question to ask yourself is which of your products and services you have the most confidence in delivering. This will be the most powerful of your products to market. You can analyze what your consumers gain from your product to identify which would be best. Attaching emotional and underlying benefits of your products as further selling points can help your pitch and delivery. ## **THE POWER OF WORDS** Using all the information we have gained from looking at what the company provides and what a target market may want, we can now craft our message in the best form. Your offer needs to start with the basic information of knowing what you are going to sell and to whom. An important audience identifier should be language; using their jargon helps them trust you. ## **PERCEPTION** Selling the features and benefits of your products instead of having a price-centric message entices your audience more. The timing aspects of your product should also be considered when developing a message. Customers want instant gratification with their purchases. ## **EMOTION VS. LOGIC** People buy with their emotions and justify with logic afterwards. Your sales copy should be focusing on one of these "hot press" buttons. Your headline is the most important part of your sales copy; it grabs your reader and pulls them into your message. ### Some examples: - They Laughed When I sat down at the Piano-But When I Started to Play! - Who Else Wants a Screen Star Figure? All of the above headlines grab attention and pique curiosity. ## **RESPONSIBILITY** If you ask people why they haven’t had success with something, common responses do not mention their shortcomings. This applies to the way you need to take responsibility for the success of your company. The best you can do is accept their reasons and try to provide a solution. ## **YOUR NAME** Your name, whether for a company or product is your first impression and should be carefully thought of. A name should be clear and easily understood, avoiding ambiguity. ## **HIGHLIGHTS:** - Your message is the most important part of your ad. - Understanding your target market physically and mentally will help you appeal to them. - Appeal to your customers' emotions over logic. ## **REFERENCES:** The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand Out From The Crowd by Allan Dib ## [Who is Your Target Market?](/content/who-is-your-target-market/index.html) _An analysis and commentary on The 1-Page Marketing Plan_ **The 1-Page Marketing Plan** ## About the Book: ## About the Author: ## **SELECTION** Being selective of your target market is an underestimated part of setting up a successful marketing campaign. Finding a niche and dominating that niche is step one. Once you build a base, you can pick other niches to add to your customer portfolio. ## **MARKET SPECIFICS** Knowing the specifics, such as age, gender, geography, likes, and dislikes of your market is important. The more details you can pin down, the smaller and easier your identifying markets will become. ## **VALUE** Finding your ideal target market can be made easier by following the PVP index: Personal fulfillment, Value to the marketplace, and Profitability. Personal fulfillment rates how much you enjoy having that type of customer; Value to the marketplace is how much they value what you provide; and Profitability assesses how profitable the work is for that market. ## **HIGHLIGHTS:** - Targeting a tight niche allows you to dominate a category. - Dominate a niche, then expand into others.