In the last month, I’ve written two full-blown marketing plans for clients and I’m diving into a third one this weekend for a very hands on project. Both were very different projects. Opposite ends of the spectrum when it comes to target customers, budgets, and expectations. But here’s the funny part: both plans, unique as they were, netted out at exactly 45 pages each.

That wasn’t by design. I didn’t have a template I was plugging things into. It happened because that’s how much it takes to capture the real meat of a marketing plan when you’re not padding it with fluff.

I recently finished reading Peter Levitan's new book "How To Build A Kick-Ass Advertising Agency". I enjoyed the book, and highly recommend it; only a little of it was new to me because I have seen or heard most things in the almost 15 years I have been running my agency, but one thing I did take to heart was his chapter on having a one-page business plan.