# One page marketing Human Guide

## What This Is For
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. It gives the agent a clearer input/output frame for one page marketing: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the One page marketing agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for one page marketing.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the One page marketing guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- 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
- "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]"
- 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
- "You know how [target] struggles with [pain]? We [solution] so they can [outcome]."

## Decision Points And Nuance
The original skill emphasizes: Core Principle, Scoring, The 9-Square Grid, BEFORE Phase (Prospect to Lead), Target Market, Craft Your Message, Advertising Media, DURING Phase (Lead to Customer), Capture Leads, Nurture Leads.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- Master one channel before adding another -- never spread thin across five platforms
- Use a CRM from day one -- never memory, spreadsheets, or sticky notes
- "Get instant access to [resource] — no credit card required"
- **Ethical boundary:** Collect only data you will use, and never sell or share contact data without explicit opt-in consent.
- Price communicates value -- do not undercharge; premium pricing attracts premium clients
- "Try it free for [X] days. If you don't [specific result], you pay nothing."
- The "wow factor" must be unexpected and personal, not expensive
- Track LTV by segment, channel, and cohort -- never just a single average

## Copy-And-Paste Prompt
```text
Use the One page marketing human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the wondelai/skills skill entry for `one-page-marketing`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# 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.** Score by counting how many of the nine squares are filled in *specifically and measurably* -- a square counts only when it would pass its row in the Quick Diagnostic (e.g. square 1 counts only if you can describe the ideal customer in one specific paragraph; square 2 only if you can complete "We are the only ___ that ___"). Map the count to the band below. Always state the current score and the specific improvements needed to reach 10/10.

| Score | Squares passing the diagnostic | Meaning |
|-------|-------------------------------|---------|
| 0-3 | 0-2 | Fragmented tactics, no cohesive plan, significant gaps |
| 4-6 | 3-5 | Some squares filled but vague; key phases missing (usually AFTER) |
| 7-8 | 6-7 | All squares addressed with reasonable specificity; some lack detail |
| 9-10 | 8-9 | 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 |

See [references/one-page-plan-template.md](references/one-page-plan-template.md) when filling the grid -- it has the blank 9-square template with per-square prompts plus two fully worked examples.

## 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]"

See [references/target-market.md](references/target-market.md) when selecting the niche -- it has the anchored PVP scoring rubric and the fillable 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.

**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]."