Episode 18

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Published on:

3rd Jun 2025

Why the Best Marketer Always Wins - Allan Dibb

How Simplifying Marketing Strategy Helped Sell Over a Million Books and Empower Trade Businesses Worldwide

📋 Episode Summary

In this episode of TradesFormation Unlocked, Adrian Fadini welcomes back Allan Dib—best-selling author of The One Page Marketing Plan and Lean Marketing. Allan reflects on his journey since the show's launch, sharing insights on simplifying complex marketing challenges and how his frameworks have created a global impact across multiple industries.

They dive into how trade businesses, especially those with limited budgets, can cut through the noise with lean strategies. Allan also reveals how to fight the urge for novelty, avoid random acts of marketing, and harness the power of email and customer experience for scalable growth. He finishes by opening up about his own personal transformation in fitness, mindset, and the identity shifts that drive sustained success.

🧠 What You'll Learn

Why simplicity is the most powerful marketing tool

How “random acts of marketing” can destroy your strategy

The importance of a lean marketing infrastructure

Why email marketing is a goldmine (if done right)

How to stand out in a saturated trades market

The value of identity shifts for business and personal transformation

Tips for leveraging AI and automation in your business

What makes a unique selling proposition truly stand out

💬 Memorable Quotes

"People don’t want marketing—they want clarity and results."

"The best businesses are boring. They just optimise and follow the blueprint."

"If you're at capacity, you market more—not less. That’s when you raise your prices and choose your clients."

"Identity drives behavior. When you become a marketer, everything changes."

🔗 Links & Mentions

LeanMarketing.com/unlocked – Free chapters + resources

The One Page Marketing Plan by Allan Dib

Lean Marketing by Allan Dib

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About the Podcast

TradesFormation Unlocked
Sell. Scale. Systemise - The no BS podcast for Tradies
🔥 Description:
Welcome to TradesFormation Unlocked with Adrian Fadini — the no-BS podcast for tradies ready to break free from the tools and build real businesses. We dive deep into the sales, systems, and strategies that drive serious profit and sustainable growth. Whether you’re scaling your team, systemizing your ops, or just sick of doing it all yourself — this is your blueprint to sell smarter, scale faster, and systemize like a pro.

Raw insights. Real stories. Tactical gold.
Let’s get you off the tools and into control.

About your host

Profile picture for Adrian Fadini

Adrian Fadini

Adrian Fadini built Plumber To The Rescue from the ground up and turned it into one of Sydney’s most respected service trade businesses. He knows what it takes to build something that lasts—because he’s lived it.

After selling the business to his biggest competitor in 2012, he stayed on for two years, securing major commercial accounts—strata firms, pub groups, and businesses needing ongoing plumbing and electrical services.

Through it all, Adrian learned the power of training—not as a nice-to-have, but as a non-negotiable. It’s how he levelled up his team, created consistency, and built a business that could grow without him in the driver’s seat.

For over a decade, Adrian’s been coaching tradies across the service trades—plumbing, electrical, HVAC—you name it. He’s worked with clients at every stage, from solo operators trying to get off the tools to multi-million dollar businesses chasing serious scale.

Now, he brings all that experience to the table—real-world strategies, proven systems, and a genuine drive to help other tradies sell better, scale stronger, and systemize for long-term success.