1 session inside Boa
Allan Dib
Author and Founder, Lean Marketing
Allan Dib is a serial entrepreneur and the author of The One Page Marketing Plan and Lean Marketing, with over a million books sold. He built multiple businesses from the ground up, including one that made the BRW Fast 100 list, and started his career as an IT technician before reframing himself as a marketer of IT services. He now runs a marketing accelerator and coaching program that helps business owners fix their targeting and messaging before they spend on tactics.
The session
What Allan teaches
Fix target market and messaging before any tactic
Allan calls these foundational, which he defines bluntly: if you get this wrong, you are stuffed. SEO hacks, pay-per-click and content all fall flat on top of a bad message and wrong targeting. Treat marketing like building a house and get the architectural blueprint down before you lay bricks.
From Allan Dib: get the message right before you amplify it →Interview your clients instead of guessing why they buy
The first thing Allan's accelerator makes people do is interview their customer base. He says he has never seen a business owner not be surprised by the real reason people buy. Owners think it is their technical skill, but Allan changed accountants three or four times and never because the next one was better at accounting, it was because they were more responsive and proactive.
From Allan Dib: get the message right before you amplify it →Mine three sources for the exact words customers use
One, sales calls, which you should be recording and reviewing with AI transcripts to find the most common questions. Two, customer service and the help desk, for the most common complaints and sticking points. Three, client interviews. Capture the phrasing verbatim rather than paraphrasing it into your own jargon, then use those exact words back in your marketing.
From Allan Dib: get the message right before you amplify it →Ask what almost stopped them from buying
Allan's go-to interview question surfaces objections you would never write down yourself: it will be too expensive, it will take too much time, it will not work for my industry. Take those objections and put them straight into your content and messaging. Then the prospect feels read rather than pitched.
From Allan Dib: get the message right before you amplify it →
Watch the full sessioninside Boa.
Session notes are free. The recordings, the live advisories and the founders in the room are for members.