Mastering the 1-Minute Marketing Method was a book I wrote—but never published—in the 80’s. I had just read the One-Minute Manager, and that book set me on a path of “action-based planning.”
I wrote the book over 5 months, while working in an advertising agency. I was young, and like youth everywhere, it was clear to me they were doing it wrong. But no-one would listen. So I took out my frustration in the way I always have. By writing it down.
I was hugely frustrated by the corporate clients I dealt with.
They were companies like Unilever, Spar, SA Breweries and other massive brands. Clients had entire departments of product managers with 20 years experience. They planned, they budgeted, and at the end of a 6-8 month process, they would meet with my agency – BBDO. One of the big players.
As a creative director, I would meet with the client team in a plush boardroom. I would politely take their inches-thick research documents. They would solemnly present each person with a spiral bound plan, that followed 100 years of marketing theory.
I would listen—often for an entire morning—as they spoke about their product. Benefits, features, competitive analysis, 20 years of past campaigns. Management-speak grids and graphs about where this product lies in its eco-system. We would tour the factory, and fly across country to meet with focus groups.
Then fully briefed, I would return to my office. And pretty much ignore everything they had said.
Instead, I would buy the product. I’d look at the placing in the store, what products are around it. Did the packaging stand out? Did the wording on the packaging make sense, and did it sound worth buying?
I’d try the product. I’d talk to my Mom, or friends who were in the target group about the product. What did THEY think? Can you open the bottle easily? Was it intuitive to use correctly? Did it feel cheap or expensive? Did it do what it said it would?
Because no matter what clients would like to believe, in the end marketing is about the customer. And the customer makes decisions about your product really fast. Absolutely less than one minute.
The traditional Marketing Management mindset
I get it. I’m a planner. An overthinker. Marketing as a business activity has a long and proud history; tens of thousands of text books, university courses, endless research on consumer behaviour. But as 21st century research now proves, human decisions are a black box.
As a human, I can’t even tell you with certainty why I choose the tea brand I do. Or why 6 identical services were ignored, but I suddenly decided that I want to work with THIS supplier. I think a LOT about my behaviour as a consumer. If I can’t even understand MYSELF, how can anyone “understand” a stranger? Yes, you can influence them, but you can’t presume to understand them.
The one-minute marketing method is based on the idea that humans are irrational, emotional buyers. In the 80s, this was an unacceptable opinion because ad men were working really hard to say marketing was a science.
Marketing executives are arrogant. They believe they can sit at a desk in their corner office and predict how any one individual—usually a lowly housewife—would make a buying decision about shampoo in a year’s time.
About my 1-Minute Marketing Method
At 22, I came up with my own a revolutionary approach to simplify and energize marketing. I built a business on it, and it’s worked for my clients for decades. I just didn’t share it with anyone. My secret sauce.
50 years later, the world may just be ready for it!
It breaks down marketing into two manageable phases:
1. Heartfelt Planning
Instead of sitting down for a month and writing a complex “what ought to be” strategy, you answer step-by-step questions. Those questions tap into your passion, experience, and understanding of your product, service, market, customer and the world.
This isn’t about hustling; it’s about aligning your marketing with what you already know. Even the thing you don’t want to admit. Especially the things you don’t want to admit.
2. Actionable Doing
Marketing comes alive in moments. Learn to make meaningful progress with 1-minute actions—chatting to people, commenting on posts, pitching ideas, thanking clients—all focused on building real, paying relationships without wasting time on distractions.
Say goodbye to scattered efforts and hello to a marketing method that fits your schedule, your business, your passion, and your life.
Phase 1: Heartfelt Planning – embrace the 60 second “sprint”
Planning is doing, not thinking
- Your passions, experiences, skills, talents and goals are your foundation.
- Seek heartfelt answers from real prospects.
- Learn from the answers you don’t want to hear.
Clarity
- What value do you bring, and how does it change lives?
- What are you truly offering?
- Who are you trying to help, and why?
- Do they know they need help?
- Where do they hang out?
- Embracing the negative and the trick of “so what”!
A vision is not a plan
- Focus on achievable goals.
- Turn your answers into a clear direction.
Phase 2: Actionable Doing – embrace marketing moments
Marketing happens in moments
- The power of small, consistent actions
- 1-minute marketing actions checklist
Practical everyday actions drive results
- Engage on social media with purpose.
- Follow up with leads and clients. Ask for work.
- Identify referrers who meet and influence buyers your industry.
- Build relationships not popularity.
- Make pitches and proposals.
- Deliver what you promise—enough to keep them coming back.
- Become a referrer and authority in your industry.
Staying focused: avoiding the “Next Big Thing” trap
- Identify and resist distractions from friends and competitors.
- Measure the impact of your actions, and the value of your clients.
Building a sustainable marketing mindset
- Why this method works for the long haul
- Maintain energy and avoiding burnout
- “Creative Flow” is switching between these two phases seamlessly
Conclusion
- The 1-minute marketing method frees you to deliver
- Your next steps toward mastery
Ready to get started? See my blog!
