The One-Page Marketing Plan That Actually Works
Mike owns a landscaping company. He's great with plants, terrible with planning.
Every January, he promises himself he'll create a marketing plan. Every February, he's still thinking about it. By March, he's too busy with spring cleanup to think about anything except the next job.
Sound familiar?
Most marketing plans fail because they're too complicated. Thirty-page documents with detailed competitor analyses and quarterly projections that nobody actually uses. They collect dust while you run your business by the seat of your pants.
But what if your entire marketing strategy could fit on one page?
Why One Page Works
Your brain likes simple. When faced with a 30-page plan, you procrastinate. When faced with one page, you act.
A one-page plan forces you to focus on what matters most. No room for fluff. No space for "we should probably do this too" ideas that dilute your efforts.
Plus, you can actually remember it. And refer to it. And adjust it when needed.
The One-Page Framework
Here's the framework that works for businesses from solo consultants to 50-person companies:
WHO: Your ideal customer (one specific type of person)
WHAT: The one main problem you solve for them
WHERE: The one primary channel where you'll reach them
HOW: Your core message (what you'll say)
WHEN: Your timeline (what happens when)
WHY: Your unique advantage (why you, not someone else)
That's it. Six boxes on one page.
Filling in the Blanks
Let's walk through each section:
WHO - Your Ideal Customer Not "small businesses" or "homeowners." Get specific. "Restaurant owners with 2-4 locations who handle their own marketing but don't have time to do it well."
The more specific you get, the easier everything else becomes.
WHAT - The One Main Problem What's the biggest, most urgent problem your ideal customer faces? Not what you think they should care about. What actually keeps them up at night?
WHERE - Your Primary Channel Pick one. Not social media, email, networking, and Google ads. One. You can add others later, but start with the channel where your ideal customers actually spend time.
HOW - Your Core Message This is what you'll say every time you talk about your business. It should connect directly to the problem you solve. "We help busy restaurant owners fill seats on slow nights without spending all day on social media."
WHEN - Your Timeline Quarter 1: Focus on getting your message right and testing it with 10 people. Quarter 2: Double down on what's working. Quarter 3: Optimize and improve. Quarter 4: Plan for next year.
WHY - Your Unique Advantage This isn't "we care about our customers" (everyone says that). It's what you can do that others can't or won't. Maybe you're the only one in your area who offers same-day service. Maybe you're the only accountant who specializes in restaurants.
A Real Example
Here's what Mike's one-page plan looked like:
WHO: Busy homeowners in established neighborhoods who want their yard to look great but don't have time to maintain it
WHAT: Yards that look overgrown and embarrassing compared to their neighbors
WHERE: Neighborhood Facebook groups and NextDoor
HOW: "We keep your yard looking like the best one on the block, so you can spend weekends doing what you actually enjoy"
WHEN: Q1 - Get active in 5 neighborhood groups, Q2 - Referral program for existing customers, Q3 - Add one more service, Q4 - Plan expansion
WHY: Only landscaping company that guarantees your yard will look better than your neighbors' or we'll fix it free
Making It Work
Once you have your one-page plan, do three things:
Print it out and put it somewhere you'll see it daily. This isn't a document for your computer. It's a daily reference guide.
Use it to filter decisions. When someone suggests you try TikTok marketing or sponsor the local golf tournament, check your plan. Does it align with your WHO and WHERE? If not, say no.
Review it monthly. What's working? What isn't? Your plan should evolve, but slowly and deliberately.
Action Steps You Can Take This Week
1. Complete the one-page marketing template. Block out 2 hours and fill in all six sections. Don't overthink it. Your first version doesn't have to be perfect.
2. Identify your core customer. If you said "everyone" or "small businesses," go deeper. What type of small business? What specific situation are they in when they need your help?
3. Set one measurable marketing goal for the quarter. Not "increase brand awareness." Something you can count. "Get 10 new leads from neighborhood Facebook groups" or "Book 5 discovery calls from LinkedIn outreach."
The Bottom Line
The best marketing plan is the one you actually use. A simple one-page plan that guides your daily decisions beats a complex strategy that sits in a drawer.
Mike used his one-page plan to focus his efforts. Instead of randomly posting on every platform, he became known as "the guy who makes your yard the best on the block" in his target neighborhoods. His business grew 40% that year.
Not because he had a complicated strategy. Because he had a simple one and actually followed it.
Your marketing doesn't need to be complex to be effective. It just needs to be clear, focused, and consistently applied.
Start with one page.
