# One-page marketing plan

> One page: three priorities for the quarter and every channel in one table, with its cost in dollars and hours. Rewrite it each quarter. The reasoning behind it is in the [marketing strategy](https://toolkit.marcusberley.com/marketing-strategy/).

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## Template

### Positioning (one or two sentences)

[Who you help] [with what] in [where]. Private pay, $[fee]/session. Superbills provided.

### Top three priorities this quarter

**1. [Priority]**
Why: [the reasoning in one or two sentences]
Cost: [$ / month] · Time: [hours]
First inquiry expected: [timeframe]

**2. [Priority]**
Why: · Cost: · Time: · First inquiry expected:

**3. [Priority]**
Why: · Cost: · Time: · First inquiry expected:

### Channels

| Channel | Status | $/mo | Hrs/wk | Priority |
|---|---|---|---|---|
| Psychology Today | | | | |
| Google Business Profile | | | | |
| Zencare / other directory | | | | |
| Warm colleague outreach (Tier 1) | | | | |
| Local network outreach (Tier 2) | | | | |
| Cold clinician outreach (Tier 3) | | | | |
| Referral-partner letters | | | | |
| Website | | | | |
| Paid search ads | | | | |

Priority: **Essential** (do now) / **Stretch** (once essentials are running) / **Later**.

---

## A reasonable order to start in

The order I worked in when my practice was new, with the timelines I planned around. Treat them as rough expectations:

1. **Warm colleague outreach,** in the first week. Free, a few hours, and it converts far better than anything cold. Referrals can arrive within weeks.
2. **Psychology Today, paid tier, fully filled out.** A free or partial listing may barely surface in searches. First inquiries in 2 to 8 weeks.
3. **Google Business Profile.** Free. It underpins local search and makes you look real to anyone who Googles you after a referral.
4. **Referral-partner relationships** (prescribers, evaluators, attorneys). Often 1 to 3 months to the first referral, but one good relationship can send several warm clients a year.
5. **A second directory** (Zencare, TherapyDen, etc.) once the first is working.
6. **Paid ads: defer** until months 3 to 4, when you know which message converts.

Log the source of every inquiry from day one in the [referral tracker](https://toolkit.marcusberley.com/referral-tracker/). After a quarter, it tells you what to double down on and which listing not to renew.