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“Half the money I spend on advertising is wasted. The trouble is I don't know which half.”

Ever heard that saying?

That classic quote from John Wanamaker dates back over a hundred years ago. And, sadly, even with all the new technology, tracking mechanisms and data at our fingertips, it’s still kinda true. At least it is for many contractors.

Our guest today is Allan Dib, author of The 1-Page Marketing Plan and, as of this year, a brand new book called Lean Marketing.

The idea is pretty simple. Marketing creates A LOT of waste that provides zero value to you or your customer.

So, today we’re going to talk about Allan’s 9 Lean Marketing principles that will help you get more leads, more profit, with LESS MARKETING.

00:00 - Intro
01:01 - Lean Marketing definition
07:36 - Why is it so easy to get duped by agencies?
13:29 - Principle 1 : Create value for your target market with your marketing
18:55 - Principle 2: Embed Marketing throughout the entire product life cycle and customer journey
26:37 - Principle 3: Market comes before product
32:32 - Principle 4: Use the tools and technology to do the heavy lifting and reduce friction
37:41 - Principle 5: Use assets to increase your yield on marketing activities
44:53 - Principle 6: Selling is the best way to build a brand
49:31 - Principle 7: Marketing is a process, not an event
51:47 - Principle 8: Use content to create a pulling force
54:19 - Principle 9: Test, measure, and continuously improve each step in your marketing campaigns
57:34 - Allan’s advice for contractors

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