In full disclosure, I was sent a review copy of this book. But I was asked for honest feedback, and here it is (including on myself).
I fancied myself a bit better at marketing than most people, and in some ways I am. But Allan Dib’s book has reminded me that my life as a full-time marketer was long ago, and some of my knowledge and experience is outdated. Ouch. The humility bomb has been dropped on me again, and I am thankful. Allan has shown me what to do about.
After reading THE 1-PAGE MARKETING PLAN, I am much more able to see where my marketing has been too features-focused (about me) than benefits-oriented (about my clients). The self-centered approach is inconsistent with who I am and what I do, which makes me sad and embarrassed that I didn’t see this on my own. Like my clients, who I understand more deeply now, maybe that’s what I needed to drive me to change what I’ve been doing.
The bottom line: I wasn’t expecting to love this book. I’ve read a lot of great marketing guides, but this one shone light in the dark corners quickly, gave me a broom, showed me how to use it, and helped me decide who to invite into my space. I’m looking forward to some fun times with more clients I enjoy and do great work with (and vice versa).
Here are some of my favorite bits of wisdom from the book, which you can easily copy and paste to your social media feeds with a link back to the book’s page on Amazon. (I did.)
“It’s very common for small businesses never to grow past the point at which they generate just enough profit for the owner(s) to make a modest living.”
“This is one of THE major mistakes made by most small business owners. They go from working for an idiot boss to becoming an idiot boss!”
“Quality and great service are expectations; they are just part of good business practice–not something unique [on which to base your unique selling proposition].”
“People only find out about your quality and great service after they’ve bought. A good USP [unique selling proposition] is designed to attract prospects before they’ve made a purchasing decision.”
“If you’re a small or medium business, you’re unlikely to beat the big discounters at the lowest price.”
“People are much more willing to pay for a cure than for prevention.”
“Whether you’re the CEO of a Fortune 500 company or the janitor, we’re all big bags of emotion, and our buying decisions are made with emotion and then justified with logic later.”
“Business is a team sport, one in which you’re never going to win on your own.”
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Nance L. Schick, Esq. is a New York City attorney and mediator who focuses on keeping people out of court and building their conflict resolution skills, especially in business and employment disputes. Her holistic, integrative approach to conflict resolution draws from her experience as a crime victim, human resources supervisor, minor league sports agent, and United Nations representative. She is a 2001 graduate of the State University of New York Buffalo Law School trained in Alternative Dispute Resolution (ADR) by the Equal Employment Opportunity Commission (EEOC), Financial Industry Regulatory Authority (FINRA), and International Center for Ethno-Religious Mediation (ICERM). She is also creator of the Third Ear Conflict Resolution process, author of DIY Conflict Resolution: Seven Choices and Five Actions of a Master, and an award-winning entrepreneur, who has been acknowledged by Super Lawyers (ADR, 2018), the New York Economic Development Corporation/B-Labs (Finalist, Best for NYC 2015 & 2016), U.S. Chamber of Commerce (2015 Blue Ribbon Small Business), Enterprising Women Magazine (Honorable Mention, 2014 Woman of the Year awards), and Urban Rebound NY/Count Me In (Finalist, 2013 Pitch Competition).