When people ask me, “What’s the secret to writing a million-copy bestseller like The 1-Page Marketing Plan?” The answer is both simple and complex.

The simple answer? Write the book you wish you had.

The complex answer? Be willing to invest—not just time and effort, but money. In my case, $300,000.

Yes, you read that right. Three. Hundred. Thousand. Dollars.

It sounds absurd, doesn’t it? But let me take you behind the scenes of why that investment wasn’t just worth it—it was transformative.

Starting Small, Thinking Big

When I first launched The 1-Page Marketing Plan, I didn’t go all-in from day one. Like any savvy entrepreneur, I started small, treating the launch like a minimum viable product (MVP). The goal wasn’t to create a perfect product but to test the waters, gather data, and learn what worked.

This lean approach meant low-cost initial investments. I focused on things like:

• Producing a quality manuscript.
• Creating a compelling cover and title that aligned with my target audience’s pain points.
• Running small-scale ads to test messaging and positioning.

This allowed me to validate my product-market fit before committing significant resources. And here’s the key: once I saw traction, I didn’t stop.

Instead of treating my early success as the finish line, I treated it as the starting line.Starting small and testing is a proven strategy in any marketing campaign. Whether it’s launching a product, testing ads, or building a sales funnel, the MVP approach minimizes risk while gathering real-world data. 

But the key is knowing when to scale once you see results.

The Power of Calculated Risk

Here’s where many people hesitate: the moment when small success requires bigger investment.

After seeing early validation for The 1-Page Marketing Plan, I made the decision to reinvest—and not just a little, but aggressively. I spent on:

• Amazon and Google Ads: Targeting specific audiences with high buying intent.
• Professional Editing and Design: Ensuring my book met the highest standards of quality.
• Launch Events and Promotions: Building buzz and credibility.

This wasn’t about throwing money at the wall and hoping something stuck. Every dollar was strategically allocated to amplify what was already working.

Yes, it was risky. But it wasn’t blind risk. I had data to back up my decisions, from ad performance metrics to audience feedback.

Calculated risk separates successful marketers from the rest. Know your KPIs, analyze your results, and make decisions based on evidence—not fear. This applies whether you’re scaling ad spend, launching a new product, or entering a new market.

From Surviving to Thriving: A Mindset Shift

One of the biggest lessons I’ve learned—and one I share with my clients—is that marketing isn’t an expense. It’s an investment.

Let me share a recent example. A client of mine was running ads that were delivering great returns—more than 5x their monthly ad spend. But instead of celebrating, they panicked. Their instinct was to scale back, worried that continuing to spend might backfire.

My advice? Double down.

Here’s why: when you know your numbers, scaling up becomes a logical next step. In this case, their lifetime customer value far exceeded their ad spend, making every additional dollar invested a no-brainer.
Many businesses fall into the trap of penny-pinching when they should be scaling. This fear often stems from not fully understanding their metrics. 

Knowing your cost per acquisition (CPA), customer lifetime value (CLV), and return on ad spend (ROAS) gives you the confidence to make bold moves.

Why I Still Spend $15,000 a Month on Ads

Even today, years after launching The 1-Page Marketing Plan, I continue to spend over $15,000 a month on ads to promote my books.

Why? Because the returns go far beyond the immediate revenue. Ads don’t just sell books—they build a brand, expand your reach, and open doors to new opportunities.

For example, my continued investment in ads has led to:

• More speaking engagements and consulting opportunities.
• Inbound leads for high-value clients.
• Ongoing relevance in a crowded marketplace.

Think of ads as a multiplier for your efforts. 

A well-targeted campaign doesn’t just generate immediate sales; it creates momentum that fuels long-term growth. But to succeed, you need to constantly monitor and optimize your campaigns based on performance data.

What You Can Learn From This

You don’t need a $300,000 marketing budget to see results, but you do need to think like an investor. Here are some key takeaways:

1. Don’t Be Afraid to Spend.
   Too often, businesses treat marketing as a luxury instead of a necessity. Quality leads are worth their weight in gold, but you have to be willing to pay to find them.
2. Invest in Your Marketing.
   Whether it’s ads, content creation, or partnerships, every dollar spent strategically can generate outsized returns.
3. Start Now.
   Every day you delay is a day your competitors are pulling ahead. Marketing is a long game, and the sooner you start, the sooner you’ll see results.
4. Embrace a Growth Mindset.
   Be willing to take calculated risks and invest in your future. Fear-based decision-making will keep you stuck, but bold moves can lead to exponential growth.

The Bottom Line

The businesses that thrive are the ones willing to think big, take calculated risks, and invest in their own success.

You don’t need to spend $300,000 today, but you do need to ask yourself:

• Am I treating marketing as an expense or an investment?
• Am I basing decisions on fear or evidence?
• Am I ready to bet on bold moves to unlock massive rewards?

The journey to success isn’t about playing it safe—it’s about playing it smart.

So, what bold marketing move are you ready to make today?