one-page-marketing

---
name: one-page-marketing
description: Use when building a marketing plan from scratch, choosing acquisition channels, or designing the full customer journey. Applies Allan Dib's 1-Page Marketing Plan: the PVP Index and nine-square grid.
category: Business Knowledge
version: 1.0.0
tools: []
---

# The 1-Page Marketing Plan Framework

A complete marketing system captured on a single page: a 3x3 grid of nine squares, each a critical stage in turning a stranger into a raving fan.

## Core Principle

"Marketing is not an event -- it is a process." Most businesses treat marketing as disconnected tactics. The 1-Page Marketing Plan replaces randomness with a sequential process across three customer-journey phases: **BEFORE** (identify the prospect, craft a resonant message, place it in the media they consume), **DURING** (capture leads, nurture the relationship, convert to paying customers), **AFTER** (deliver a world-class experience, maximize lifetime value, turn customers into referral sources).

## Scoring

**Goal: 10/10.** Score by counting how many of the nine squares are filled in *specifically and measurably* (e.g. square 1 counts only if you can describe the ideal customer in one specific paragraph; square 2 only if you can complete "We are the only ___ that ___"). **0-3** (0-2 squares pass) = fragmented tactics, no cohesive plan. **4-6** (3-5 pass) = some squares filled but vague; key phases missing (usually AFTER). **7-8** (6-7 pass) = all squares addressed with reasonable specificity. **9-10** (8-9 pass) = every square specific, measurable, ready for execution.

## The 9-Square Grid

**BEFORE** (Prospect): 1. Target Market, 2. Message, 3. Media. **DURING** (Lead): 4. Capture Leads, 5. Nurture, 6. Convert. **AFTER** (Customer): 7. Experience, 8. Lifetime Value, 9. Referrals.

## BEFORE Phase

### 1. Target Market
Use the **PVP Index** -- Personal fulfillment, Value to marketplace, Profitability -- to select a niche you can dominate; the riches are in the niches. Build a detailed ideal customer avatar (demographics, psychographics, pain points, watering holes). Go narrow enough that the target feels you're speaking directly to them -- "if you speak to everyone, you speak to no one."

### 2. Craft Your Message
Your message must answer: "Why should I buy from you rather than your nearest competitor?" -- your **Unique Selling Proposition (USP)**, not a slogan but a defensible, provable market position. Build it around specialization, a unique mechanism, a bold guarantee, a proprietary process, or an underserved niche. Elevator pitch under 30 seconds: "You know how [target market] struggles with [problem]? What we do is [solution], so that [outcome]." Swap test: if a competitor's name fits your message, it's too generic.

### 3. Advertising Media
Apply direct-response principles to every dollar: trackable, measurable, designed to provoke a specific action -- never vague "brand awareness." Pick channels by where the target actually spends time, master one before adding another, and track Customer Acquisition Cost (CAC) per channel against Customer Lifetime Value (LTV). Organic builds authority; paid buys speed.

## DURING Phase

### 4. Capture Leads
The goal of marketing is not the immediate sale -- it's building a database of interested prospects by exchanging genuine value (lead magnets) for contact information; only about **3%** of any market is ready to buy right now. Speed-to-lead is critical: respond within **5 minutes** and conversion skyrockets. Use a CRM from day one, never memory or spreadsheets. Ethical boundary: collect only data you'll use, never sell contact data without explicit opt-in.

### 5. Nurture Leads
Most leads aren't ready to buy immediately -- nurturing builds trust through consistent value until they are. People buy from those they know, like, and trust. The welcome sequence matters most. Cadence: educate, entertain, inspire, then offer -- roughly a **3:1** value-to-ask ratio. Most sales happen between the **5th and 12th contact**, so the fortune is in the follow-up. Ethical boundary: put one-click unsubscribe in every send (CAN-SPAM/GDPR).

### 6. Sales Conversion
Convert nurtured leads by removing friction, overcoming predictable objections, and building trust through social proof and guarantees. Price communicates value -- don't undercharge; premium pricing attracts premium clients. Use risk reversal (guarantees, free trials) to shift risk from buyer to seller. Ethical boundary: use only real deadlines and genuine stock limits -- fabricated scarcity destroys trust on the second purchase.

## AFTER Phase

### 7. World-Class Experience
The sale is the starting line, not the finish. Map every touchpoint and identify the "moments of truth" that disproportionately shape perception; systematize with checklists and SOPs so the experience is consistent regardless of who delivers it. The "wow factor" must be unexpected and personal, not expensive. Measure with Net Promoter Score (NPS) and act on the feedback.

### 8. Lifetime Value
Increase what each customer is worth over time through upsells, cross-sells, and reduced churn -- acquiring a new customer costs far more than retaining an existing one.

### 9. Referrals
Turn satisfied customers into a structured referral engine rather than hoping for organic word-of-mouth -- ask at the moment of peak satisfaction and make referring easy and rewarding for both sides.

## Product Applications by Square

| Square | Context | Example |
|--------|---------|---------|
| Target Market | SaaS ICP selection | Chose "mid-market e-commerce" over "all online businesses" via PVP scoring |
| Message | Agency USP | "Our 5-Phase Growth Sprint" -- named, trademarked, proprietary process |
| Capture Leads | SaaS lead magnet | "Free website audit -- get your score in 60 seconds" |
| Experience | E-commerce | Custom packaging, surprise sample, handwritten card |

## Common Mistakes

| Mistake | Why It Fails | Fix |
|---------|-------------|-----|
| Targeting "everyone" | Message is generic, resonates with no one | Score niches with the PVP Index and go narrow |
| Vague USP ("quality service") | Competitor's name fits the message just as well | Run the swap test; rebuild around a defensible mechanism |
| Vanity "brand awareness" ads | No tracking, no clear next action | Every ad needs a trackable CTA and a specific offer |
| No lead capture on the site | Traffic leaves and never returns; 97% weren't ready to buy anyway | Add a lead magnet with a dedicated opt-in page |
| Selling on the first contact | Prospects aren't ready; feels pushy | Nurture with a 3:1 value-to-ask cadence before asking |
| Treating the sale as the finish line | Churn rises, referrals never happen | Systematize the AFTER phase: experience, LTV, referrals |

## Copy Patterns Reference

Target market: "We work exclusively with [niche] who struggle with [specific problem]." | Message: "You know how [target] struggles with [pain]? We [solution] so they can [outcome]." | Capture leads: "Download the free [resource] that shows you how to [desired result]." | Nurture: "Here is the #1 mistake [target market] makes with [topic] -- and how to fix it." | Convert: "Try it free for [X] days. If you don't [specific result], you pay nothing."

## Quick Diagnostic

Can you describe your ideal customer in one specific paragraph? Can you complete "We are the only ___ that ___"? Do you know your CAC and LTV per channel? Do you have a lead magnet and a CRM? Does your nurture sequence follow a 3:1 value-to-ask ratio? Do you have a documented, systematized post-sale experience? Do you have an active referral system?