---
name: one-page-marketing
description: 'Build a complete marketing plan covering the full customer journey from stranger to raving fan. Use when the user mentions "marketing plan", "target market", "USP", "lead nurture", "customer lifetime value", "referral program", "marketing strategy", or "PVP Index". Also trigger when building a marketing plan from scratch, choosing acquisition channels, or designing end-to-end customer lifecycle campaigns. Covers the PVP Index, channel selection, and advocacy systems. For brand messaging, see storybrand-messaging. For conversion optimization, see cro-methodology.'
license: MIT
metadata:
  author: wondelai
  version: "1.2.0"
---

# 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. Fill in all nine and you have a living marketing engine instead of a 50-page plan that never gets executed.

## Core Principle

**"Marketing is not an event — it is a process."**

Most businesses treat marketing as disconnected tactics: an ad here, a social post there, a trade show when budget allows. The 1-Page Marketing Plan replaces that randomness with a sequential process across three phases of the customer journey -- **BEFORE** (identify exactly who the prospect is, craft a message that resonates, place it in the media they consume), **DURING** (capture leads, nurture the relationship, convert to paying customers), and **AFTER** (deliver a world-class experience, maximize lifetime value, turn customers into referral sources). When all nine squares work together, you have a marketing machine, not a collection of tactics.

## Scoring

**Goal: 10/10.** Rate the marketing plan 0-10 by how completely and specifically all nine squares are filled in: a 10 means named target segments, a written USP, channels with budgets, a designed lead magnet, a mapped nurture sequence, a defined sales process, a documented experience, an ascension model with pricing tiers, and a referral system with scripts and tracking. Always state the current score and the specific improvements needed to reach 10/10.

| Score | Meaning |
|-------|---------|
| 0-3 | Fragmented tactics, no cohesive plan, significant gaps |
| 4-6 | Some squares filled but vague; key phases missing (usually AFTER) |
| 7-8 | All squares addressed with reasonable specificity; some lack detail |
| 9-10 | Every square specific, measurable, and ready for execution |

## The 9-Square Grid

| Phase | Target | Squares |
|-------|--------|---------|
| **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 (Prospect to Lead)

### 1. Target Market

**Core concept:** Use the PVP Index (Personal fulfillment, Value to marketplace, Profitability) to select a niche you can dominate. Stop trying to sell to everyone -- the riches are in the niches.

**Why it works:** Narrow focus makes your message more specific, your offer more relevant, and your acquisition cost lower. A specialist commands higher fees and deeper trust than a generalist.

**Key insights:**
- Score niches on three dimensions: Personal fulfillment (do you enjoy serving them?), Value to marketplace (do they urgently need it?), Profitability (can and will they pay enough?)
- Build a detailed ideal customer avatar: demographics, psychographics, pain points, desires, watering holes
- Go narrow enough that the target feels you are speaking directly to them -- "if you speak to everyone, you speak to no one"
- One niche means one marketing message to one audience, not one product

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| SaaS startup | Score 3 ICP segments with the PVP Index | Chose "mid-market e-commerce" over "all online businesses" |
| Local service | Geographic + demographic niche | "Homeowners 35-55 in the North Shore with pools" |
| Freelancer/consultant | Own an industry vertical | "B2B fintech content marketing" instead of "marketing" |

**Copy patterns:**
- "We work exclusively with [niche] who struggle with [specific problem]"
- "The only [product/service] designed specifically for [target market]"
- "Unlike generic solutions, this was built from the ground up for [niche]"

**Ethical boundary:** Select niches you can genuinely serve well -- never target vulnerable populations for exploitation.

See: [references/target-market.md](references/target-market.md) for PVP scoring and the avatar worksheet.

### 2. Craft Your Message

**Core concept:** Your message must answer one question: "Why should I buy from you rather than your nearest competitor?" That answer is your Unique Selling Proposition (USP) -- without it you are a commodity competing on price.

**Why it works:** A clear USP gives prospects a reason to choose you, gives marketing a consistent theme, and eliminates price competition -- transforming you from "one of many" to "the only one."

**Key insights:**
- A USP is not a slogan -- it is a defensible, provable market position
- Build it around specialization, a unique mechanism, a bold guarantee, a proprietary process, or an underserved niche
- Elevator pitch in 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 is too generic

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| SaaS product | Unique mechanism | "The only CRM that auto-generates follow-up emails using your voice tone" |
| Agency | Proprietary process | "Our 5-Phase Growth Sprint" -- named, trademarked, diagrammed |
| Retail brand | Bold guarantee | "If your shoes wear out in under 2 years, we replace them free" |

**Copy patterns:**
- "You know how [target] struggles with [pain]? We [solution] so they can [outcome]."
- "The only [category] that [unique differentiator]"
- "We guarantee [specific result] or [risk reversal]"

**Ethical boundary:** Your USP must be truthful and deliverable -- never claim results you cannot substantiate or guarantees you won't honor.

See: [references/craft-message.md](references/craft-message.md) for the USP creation process and elevator pitch formula.

### 3. Advertising Media

**Core concept:** Apply direct response principles to every advertising dollar: trackable, measurable, and designed to provoke a specific action -- never vague "brand awareness." Choose channels where your target market actually spends time.

**Why it works:** Direct response eliminates waste -- you ask for a specific action now and measure whether it happened, turning marketing from a cost center into a profit center.

**Key insights:**
- Pick channels by where the target market actually is, not what is trendy
- Master one channel before adding another -- never spread thin across five platforms
- Track Customer Acquisition Cost (CAC) per channel and compare to Customer Lifetime Value (LTV)
- Organic builds authority, paid buys speed -- they work together

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| B2B SaaS | LinkedIn ads + content marketing | Decision-maker targeting with lead magnet ads |
| Local business | Google Ads + direct mail | "Plumber near me" ads plus neighborhood postcards |
| E-commerce | Meta ads + email | Lookalikes from best customers, retargeting with email |

**Copy patterns:**
- Every ad needs: a headline that calls out the target, a compelling offer, a clear call to action, a tracking mechanism
- "Attention [target market]: [headline about their pain/desire]"
- "Call [tracked number] / Visit [tracked URL] to claim your [specific offer]"

**Ethical boundary:** Keep all advertising truthful and compliant -- no deceptive claims or bait-and-switch.

See: [references/advertising-media.md](references/advertising-media.md) for channel selection, CAC tracking, and attribution.

## DURING Phase (Lead to Customer)

### 4. Capture Leads

**Core concept:** The goal of marketing is not the immediate sale -- it is building a database of interested prospects by exchanging genuine value (lead magnets) for contact information. Your database is the most valuable asset in your business.

**Why it works:** Only about 3% of any market is ready to buy right now. Capturing leads keeps you in contact with the other 97% so you can sell when they are ready.

**Key insights:**
- The best lead magnets solve a specific, immediate problem for your target market
- Speed-to-lead is critical: respond within 5 minutes and conversion skyrockets
- Use a CRM from day one -- never memory, spreadsheets, or sticky notes
- Your opt-in page has one job: exchange contact info for the lead magnet
- Score leads so you prioritize the hottest first

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| SaaS | Free trial or interactive tool | "Free website audit -- get your score in 60 seconds" |
| Consultant | Downloadable framework or checklist | "The 7-Point Financial Health Checklist for Clinic Owners" |
| E-commerce | Quiz or discount | "Find your perfect mattress -- take our 2-minute sleep quiz" |

**Copy patterns:**
- "Download the free [resource] that shows you how to [desired result]"
- "Take the free [quiz/assessment] and discover your [score/type/result]"
- "Get instant access to [resource] — no credit card required"

**Ethical boundary:** Always deliver on the lead magnet's promise -- never use deceptive opt-ins or sell contact data without explicit consent.

See: [references/capture-leads.md](references/capture-leads.md) for lead magnet types, opt-in page design, and lead scoring.

### 5. Nurture Leads

**Core concept:** Most leads are not ready to buy immediately -- nurturing builds the relationship through consistent value delivery, education, and trust until they are.

**Why it works:** People buy from those they know, like, and trust. Nurturing positions you as a helpful authority and keeps you top-of-mind, so when the prospect is finally ready, you are the obvious choice.

**Key insights:**
- The welcome sequence matters most: it sets expectations and builds the initial relationship
- Cadence: educate, entertain, inspire, then offer -- roughly a 3:1 value-to-ask ratio
- Email is the backbone; reinforce with retargeting ads, social media, direct mail, SMS
- Segment by behavior (clicks, downloads, views), not just demographics
- The fortune is in the follow-up -- most sales happen between the 5th and 12th contact

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| SaaS | Onboarding emails + in-app messages | 7-day welcome series showing one feature per day |
| E-commerce | Browse/cart abandonment sequences | "Still thinking about it?" email with social proof |
| Local service | Seasonal reminder emails + SMS | "Spring is here -- time for your annual AC check-up" |

**Copy patterns:**
- "Here is the #1 mistake [target market] makes with [topic] — and how to fix it"
- "How [client name] went from [before state] to [after state] in [time period]"
- "I noticed you downloaded [lead magnet]. Here is the next step..."

**Ethical boundary:** Provide one-click unsubscribe, honest frequency, and anti-spam compliance -- always respect communication preferences.

See: [references/nurture-leads.md](references/nurture-leads.md) for sequence templates, cadence, and segmentation.

### 6. Sales Conversion

**Core concept:** Convert nurtured leads into paying customers by removing friction, overcoming objections, building trust through social proof and guarantees, and making it as easy as possible to say yes.

**Why it works:** People hesitate for predictable reasons: fear of making a mistake, lack of trust, and confusion about the next step. Pricing psychology, risk reversal, and a structured sales process address those reasons directly.

**Key insights:**
- Price communicates value -- do not undercharge; premium pricing attracts premium clients
- Use risk reversal (guarantees, free trials, money-back promises) to shift risk from buyer to seller
- Objections are predictable -- address them proactively in your sales materials
- Structure conversations: rapport, discovery, presentation, objection handling, close
- Social proof (testimonials, case studies, reviews) is more persuasive than anything you say about yourself

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| SaaS | Trial-to-paid conversion flow | 14-day trial, guided onboarding, upgrade prompt at "aha moment" |
| Consultant | Discovery-to-proposal pipeline | 30-min discovery call, custom proposal within 24 hours |
| E-commerce | Checkout with trust signals | One-page checkout, money-back badge, real-time support chat |

**Copy patterns:**
- "Try it free for [X] days. If you don't [specific result], you pay nothing."
- "Join [number] [target market] who have already [achieved result]"
- "Your investment is protected by our [guarantee name]"

**Ethical boundary:** No high-pressure tactics, artificial scarcity, or manipulative closes -- the sale should follow naturally from demonstrated value and genuine fit.

See: [references/sales-conversion.md](references/sales-conversion.md) for pricing psychology, risk reversal, and objection handling.

## AFTER Phase (Customer to Raving Fan)

### 7. World-Class Experience

**Core concept:** The sale is the starting line, not the finish. A world-class experience -- systematized for consistency, with intentional "moments of truth" that surprise and delight -- turns customers into a tribe of loyal advocates.

**Why it works:** Products can be copied and prices undercut, but a remarkable experience creates emotional loyalty competitors cannot replicate -- while reducing churn and increasing lifetime value.

**Key insights:**
- Map every touchpoint and identify the "moments of truth" that disproportionately shape perception
- Build systems (checklists, SOPs, automation) so the experience is consistent regardless of who delivers it
- Create a tribe -- customers who feel part of a community retain dramatically better
- The "wow factor" must be unexpected and personal, not expensive
- Measure experience with Net Promoter Score (NPS) and act on the feedback

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| SaaS | Structured onboarding + proactive support | Founder welcome video, 30-day check-in call, quarterly reviews |
| E-commerce | Unboxing + post-purchase communication | Custom packaging, surprise sample, handwritten card |
| Local service | Service ritual + follow-up | Uniformed team, floor mats at entry, same-day "how did we do?" call |

**Copy patterns:**
- "Welcome to the [brand] family. Here is what happens next..."
- "We just completed [milestone]. Here is what we found and what is next."
- "You have been a customer for [X months]. We wanted to say thank you with [surprise]."

**Ethical boundary:** Experience systems must genuinely serve the customer, not trap them -- make leaving easy; that confidence is what makes them stay.

See: [references/customer-experience.md](references/customer-experience.md) for moments of truth, NPS, and community building.

### 8. Increase Lifetime Value

**Core concept:** The most expensive sale is the first one. Increasing lifetime value through upsells, cross-sells, an ascension model, and retention is the highest-leverage activity in your business.

**Why it works:** Acquiring a new customer costs 5-25x more than retaining one, and a 5% retention gain can raise profits 25-95%. Existing customers already know, like, and trust you.

**Key insights:**
- Design an ascension model: low-ticket entry offer, mid-ticket core offer, high-ticket premium, ultra-premium tier
- Raising prices is the simplest path to higher LTV -- most businesses undercharge
- Reactivation campaigns to lapsed customers are among the highest-ROI marketing activities
- Track LTV by segment, channel, and cohort -- never just a single average
- Cross-sell and upsell at the point of maximum satisfaction, right after a win

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| SaaS | Tiered pricing + usage expansion | Starter $49/mo, Pro $149/mo, Enterprise custom |
| Consultant | Engagement ladder | Audit $2K, quarterly retainer $5K/mo, fractional CMO $15K/mo |
| E-commerce | Subscription + complementary products | Subscribe-and-save 15% off, bundles, accessories |

**Copy patterns:**
- "Customers who add [upsell] typically see [X%] better results"
- "Upgrade to [tier] and unlock [specific benefit they care about]"
- "We noticed you haven't [used product/visited] in a while. Here is a special reason to come back."

**Ethical boundary:** Upsell only what genuinely benefits the customer -- the ascension model should reflect increasing value, not just increasing price.

See: [references/lifetime-value.md](references/lifetime-value.md) for LTV formulas, ascension design, and reactivation.

### 9. Orchestrate Referrals

**Core concept:** Do not leave referrals to chance -- design a systematic program that makes it easy, rewarding, and natural for happy customers to send new business, and pursue strategic partnerships for exponential reach.

**Why it works:** Referred customers convert better, cost less, stay longer, and buy faster than any other source -- a trusted recommendation beats any ad. Yet most businesses never proactively ask.

**Key insights:**
- The #1 reason customers don't refer is that they are never asked
- Ask at the moment of peak satisfaction -- right after a win, positive review, or compliment
- Make referring easy: exact language, shareable links, simple mechanics
- Reward both the referrer and the referred (two-sided incentives)
- Joint ventures and partnerships let you borrow the trust of a complementary business

**Product applications:**

| Context | Application | Example |
|---------|-------------|---------|
| SaaS | In-app referral program | "Invite a friend, you both get 1 month free" with one-click sharing |
| E-commerce | Ambassador program | Top customers get a personal referral code with 15% commission |
| Local service | Referral cards + review requests | QR-code referral cards, automated post-service review request |

**Copy patterns:**
- "Know someone who could benefit from [specific result]? Share this and you both get [incentive]."
- "You mentioned you are happy with [result]. Would you be open to sharing that experience with [specific person]?"
- "We have a partnership with [trusted brand]. Their customers get [special offer]."

**Ethical boundary:** Disclose incentives transparently and never reward dishonest reviews -- referrals should benefit referrer, referred, and business alike.

See: [references/referral-systems.md](references/referral-systems.md) for program design, partnership models, and scripts.

## Direct Response Principles

Cross-cutting principles that apply across all nine squares:

| Principle | Description | Application |
|-----------|-------------|-------------|
| Trackable | Every marketing action measurable | Unique URLs, phone numbers, promo codes per channel |
| Measurable | Know the ROI of every dollar | CAC, LTV, conversion rates per channel and campaign |
| Compelling headlines | Lead with the desired outcome | Benefit-driven headlines, not product features |
| Specific audience | Speak to one person, not everyone | Niche-specific language, examples, references |
| Specific offer | Tell people exactly what to do next | "Download the guide," "Book your call," "Start your trial" |
| Demands a response | Create a reason to act now | Genuine deadlines, limited availability, fast-action bonuses |
| Multi-step follow-up | One touch is never enough | Automated sequences across email, retargeting, phone, mail |
| Value first | Lead with generosity, not a pitch | Free content, tools, assessments before asking for money |
| Has a backend | Real profit is in the second and third sale | Design the product ladder before the first campaign |

## Common Mistakes

| Mistake | Why It Fails | Fix |
|---------|-------------|-----|
| Targeting everyone | Dilutes message, inflates acquisition cost | Use the PVP Index to pick one niche and dominate it first |
| No USP — competing on price | Attracts price-shoppers, destroys margins | Build a genuine USP: specialization, unique mechanism, or bold guarantee |
| Brand awareness ads with no tracking | No ROI accountability; money disappears | Apply direct response to every ad: track, measure, call to action |
| Sending traffic to the home page | 97% of visitors aren't ready to buy and leave forever | Use lead magnets and dedicated landing pages |
| Ignoring existing customers | Misses the highest-ROI marketing (retention, upsells) | Build the AFTER phase: experience, LTV, referrals |
| No follow-up system | Leads go cold; money left on the table | Automate nurture sequences in a CRM from day one |

## Quick Diagnostic

| Question | If No | Action |
|----------|-------|--------|
| Can you describe your ideal customer in one specific paragraph? | Targeting is too broad | Complete the PVP Index and avatar worksheet |
| Can you complete: "We are the only _____ that _____"? | You lack a USP | Work through the USP creation process |
| Do you know your CAC per channel? | Flying blind on media spend | Set up per-channel tracking; calculate CAC weekly |
| Do you have a lead magnet converting at 20%+ on its landing page? | Lead capture is underperforming | Test new lead magnets; optimize the opt-in page |
| Do you have an automated 5+ email sequence for new leads? | Leads go cold without nurture | Build a welcome sequence from the nurture templates |
| Do you proactively ask for referrals with a script and system? | Your best channel is left to chance | Design a referral program from the referral frameworks |

## Reference Files

- [target-market.md](references/target-market.md) — PVP Index scoring, ideal customer avatar worksheet, niche selection framework
- [craft-message.md](references/craft-message.md) — USP creation process, elevator pitch formula, commodity trap avoidance
- [advertising-media.md](references/advertising-media.md) — Direct response channel selection, CAC tracking, organic vs paid, attribution
- [capture-leads.md](references/capture-leads.md) — Lead magnet types, CRM setup, opt-in page design, speed-to-lead, lead scoring
- [nurture-leads.md](references/nurture-leads.md) — Email sequence templates, content cadence, multi-channel nurture, segmentation
- [sales-conversion.md](references/sales-conversion.md) — Pricing psychology, risk reversal, objection handling, sales call structure, proposals
- [customer-experience.md](references/customer-experience.md) — Moments of truth, NPS, surprise and delight, tribes and community
- [lifetime-value.md](references/lifetime-value.md) — LTV formulas, ascension model design, reactivation campaigns, raising prices
- [referral-systems.md](references/referral-systems.md) — Referral program design, partnerships, affiliate programs, scripts, tracking
- [one-page-plan-template.md](references/one-page-plan-template.md) — Blank 9-square template with prompts, two worked examples, planning exercise

## Further Reading

- [The 1-Page Marketing Plan](https://www.amazon.com/1-Page-Marketing-Plan-Customers-Money/dp/1989025013?tag=wondelai00-20) by Allan Dib
- [Lean Marketing](https://www.amazon.com/Lean-Marketing-More-Leads-Customers/dp/1989025048?tag=wondelai00-20) by Allan Dib

## About the Author

Allan Dib is a serial entrepreneur, marketer, and founder of Successwise, a coaching and consulting firm that helps businesses implement marketing systems for rapid growth. His international bestseller "The 1-Page Marketing Plan" is widely regarded as one of the most practical marketing books ever written; the follow-up "Lean Marketing" extends the framework with resource-efficient strategies.
