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Successwise 8345 NW 66TH ST #9301

Miami FL 33166-7896 successwise.com

ISBN 978-1-989025-01-7 (paperback) ISBN 978-1-941142-98-1 (ebook)

Produced by Page Two www.pagetwostrategies.com

Ebook by Bright Wing Books (brightwing.ca)

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http://successwise.com
http://www.pagetwostrategies.com
http://www.brightwing.ca
Contents Acknowledgments Introduction

Act I: The “Before” Phase Chapter 1: Selecting Your Target Market Chapter 2: Crafting Your Message Chapter 3: Reaching Prospects with Advertising Media

Act II: The “During” Phase Chapter 4: Capturing Leads Chapter 5: Nurturing Leads Chapter 6: Sales Conversion

Act III: The “After” Phase Chapter 7: Delivering a World-Class Experience Chapter 8: Increasing Customer Lifetime Value Chapter 9: Orchestrating and Stimulating Referrals

Conclusion About the Author

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Acknowledgments “If I have seen further than others, it is

by standing upon the shoulders of giants.” ISAAC NEWTON

wish I could tell you all the ideas in this book were my inventions and that I’m some kind of marketing and business genius. The truth is, though I’m a collector of elegant ideas, I rarely invent anything, and when I do, it’s rarely

worth writing about. An early business mentor of mine, Mal Emery, would often say, “I’ve never

had an original idea in my life—it’s just too bloody dangerous.” Yet he was and continues to be an extremely successful businessman and marketer. The secret of his success, and subsequently mine, was to just model things that were known to reliably work rather than trying to reinvent the wheel.

Reinventing the wheel requires you to be a genius, and even then, it carries with it a high probability of failure. I’m no genius and I hate failing, so I prefer to just closely copy the things that made others successful—at least until I’ve got a very good handle on the basics. This tilts the odds in my favor and gives me a high probability of success.

While I did create the system that has become the 1-Page Marketing Plan (1PMP), many of the direct response marketing concepts that make it work are the inventions and ideas of other great business leaders and marketers.

Perhaps I flatter myself but the aphorism “Good artists copy; great artists steal,” repeated by Steve Jobs and attributed to Pablo Picasso, is certainly a philosophy I’ve held in mind when collecting these elegant ideas over the years and writing this book. Regardless of whether you consider me a “great

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artist” or a thief, I want you to benefit from the treasure trove of the proven business-building ideas that follow.

Certainly, there’s a place for creativity and invention but in my opinion, this should come after you’ve first mastered the basics. This book contains many of those basics. Some come from my own experiences but most come from people who’ve been “giants” in my business life and on whose shoulders I’ve stood. In no particular order, I’d like to acknowledge:

Mal Emery Dean Jackson Joe Polish Pete Godfrey Dan Kennedy James Schramko Jim Rohn Frank Kern Seth Godin

Some have been personal mentors to me, while others have been mentors to me through publications and other works they’ve produced. I try to credit them in footnotes throughout this book when, as far as I know, an idea I’m presenting has originated from one of them. However, I’m certain that I’ve left other people out or not acknowledged enough of the ideas of the people above. When you collect ideas over a period of many years it can sometimes become a blur when trying to recall where one originated. For that I apologize in advance.

The 1-Page Marketing Plan is an implementation breakthrough rather than a new marketing innovation or concept. It’s by far the easiest way for a small business to go from knowing nothing about marketing to creating and implementing a sophisticated direct response marketing plan for their business. The plan is literally reduced to a single page.

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Please enjoy the ideas in this book and, more importantly, implement them in your business. Remember, knowing and not doing is the same as not knowing.

IMPORTANT:

This book is designed to be interactive. For this reason, you’ll find signposts along the way in this book that will lead you to a special resources section of The 1-Page Marketing Plan website.

These resources are exclusively available to readers of this book and are designed to go hand-in- hand with it. They include the 1-Page Marketing Plan canvas and examples, as well as links, videos, and articles referenced throughout this book.

Access these resources at 1pmp.com

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http://1pmp.com
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Introduction

What’s This All About?

f I had to summarize the essence of this book in one sentence it would be, “the fastest path to the money.” I’ve purposely put this as early as humanly possible in the book because I don’t want to waste your time. I know for a certainty that this opening sentence will be off-putting to a

large number of people and frankly I’d much prefer they read someone else’s business book full of ear-tickling clichés like “follow your passion,” “work hard,” “hire the right people,” blah blah blah.

If that’s what you’re after, then search Amazon. There’ll be a gazillion business books there for you on all these airy-fairy concepts and much more, mostly written by professional authors and researchers who’ve never actually built a high-growth business.