The 1-Page Marketing Plan: Get New Customers, Make More Money, And Stand out From The Crowd

“To live through an impossible situation, you don’t need to have the reflexes of a Grand Prix driver, the muscles of a Hercules, the mind of an Einstein. You simply need to know what to do.”

As Zig Ziglar famously said, “Money isn’t everything...but it ranks right up there with oxygen.”

There’s always someone willing to sell cheaper than you.

Trying to target everyone in reality means you’re targeting no one.

specialist is much more highly respected than a jack of all trades.

n inch wide meaning it is a very highly targeted subsection of a category. A mile deep meaning there’s a lot of people looking for a solution to that specific problem.

Targeting a tight niche allows you to become a big fish in a small pond.

To be a successful small business marketer you need laser-like focus on a narrow target market, sometimes called a niche.

If you’re a woman who’s just had a baby and are concerned about cellulite, would an ad targeting this specific problem grab your interest? Most certainly. How about if the ad was a general ad for a beauty salon which reeled off a long list of services, one of which was cellulite treatment? Likely it would get missed in the clutter.
A 100 watt light bulb, like the kind of light bulb we normally have in our homes, lights up a room. By contrast a 100 watt laser can cut through steel. Same energy, dramatically different result. The difference being how the energy is focused. The exact same thing is true of your marketing.

Large company marketing is also sometimes known as mass marketing or “branding.”