Based on Building a StoryBrand by New York Times bestselling author Donald Miller, this checklist is a strategic and actionable guide to applying the StoryBrand framework to any brand and an essential part of any marketing professional's tool kit.
Every day, brands lose millions of dollars simply because they do not have a clear message that tells consumers who they are and what value they will add to their customers' lives. To solve this dilemma, Donald Miller wrote Building a StoryBrand, which has become the quintessential guide for anyone looking to craft or strengthen their brand's message.
Now, Don is taking it a step further with this five-part checklist that helps marketing professionals and business owners apply the StoryBrand messaging framework across key customer touchpoints to effectively develop, strengthen, and communicate their brand's story to the marketplace.
Praise for Marketing Made Simple
"I created collateral for a client and they recently told me not to release the next round we created because they can't handle the influx of customers from the first round. They had more listings this year than in 30 years of business." - Amy Burgess, Marketing Consultant
"My last email campaign I delivered raised $20k. Thank you Donald Miller for giving me a system that I know works." - Ian Stewart, Owner/Creative Director of Root Source Digital
"A client went from $15MM last year to $27MM so far this year. All from updating their messaging and implementing new lead generators and email campaigns.- Wes Gay, CEO Wayfinder
"Just heard from one of my clients that she's getting 18 ideal client leads a day from her website. Before we redid her wireframe, she averaged around 1-3 leads a week. And that's just with updating her website." - Amy Schutte, Owner of Hudson and Co LLC
Librarian Note: There is more than one author in the Goodreads database with this name.
Don Miller is an American author, speaker, and entrepreneur best known for his New York Times bestseller Blue Like Jazz. He is the CEO of StoryBrand, a company that helps businesses clarify their messaging. Miller’s writing often explores faith, identity, and personal growth. His other books include Searching for God Knows What, Through Painted Deserts, and A Million Miles in a Thousand Years. He founded The Mentoring Project to support fatherless youth and has advised both nonprofit and government initiatives. His later work, including Scary Close and Building a StoryBrand, reflects a shift toward personal development and business communication. He lives in Nashville with his wife, Betsy.
I believe in the Storybrand method and appreciate the step-by-step workshop nature of this book. But I think it would have been better if Miller had written the book as a stand-alone guide and not another marketing tool to grow the Storybrand brand. I know there are live workshops; I know there are trained guides; I know there’s a Business Made Simple University. At an intellectual level, I understand why he doesn’t miss an opportunity to introduce readers to those things, and I wouldn’t say it even felt particularly heavy handed, but I wish we could have just focused on the content itself rather than seeing it as part of the funnel.
An introductory-level overview of some basic marketing tools and techniques, like clear messaging, landing pages and email sequences. As opposed to Miller’s “Building a Story Brand,” which offers a memorable framework for organizations of any type, this book was really geared more toward small businesses who need some very practical DIY marketing advice. (And I’m sorry, but I had to laugh at its claims that it’ll teach you more than what 90% of professional marketers know.) Don’t get me wrong: there is plenty of good advice, reminders and reinforcements in here. But I didn’t enjoy it as much as “Story Brand” and found the frequent up-sells to their website a little off-putting. (Also, there’s little to no mention of advertising, SEO, pricing strategy, differentiation from competitors, etc.)
This would be a great beginner’s guide for someone just getting started with marketing for their small business! This wasn’t a book I chose for myself, but I found many of the actionable items redundant. A lot of “fluff” for someone who already understood the basic concepts, but broken down into bite-sized pieces really well for someone who is trying to DIY an in-house marketing strategy for the first time.
Lots of very practical helpful advice in this book.
With a couple of specific caveats, it's mostly solid gold advice.
As a marketer, I didn't hear a lot of NEW information, but it did help to wrap my brain around a summary of the main elements of full stack marketing for a company.
Also helps to read a book like this, which is often more for a business owner or manager instead of a marketing person, to see how these kinds of initiatives are internally sold to stakeholders that approve or reject new marketing plans like these.
If you sell anything, put this on your to-read list.
I listened to this audiobook in a busy season where I couldn’t apply the principles, but it is totally going on my to-read-again list because I want to dig in and do the homework.
En el libro "Marketing simple: Una guía paso a paso para simplificar la storybrand de cualquier tipo de empresa", Donald Miller, autor de "StoryBrand", presenta un enfoque sencillo y efectivo para crear una estrategia de marketing que funcione.
El libro se divide en cuatro partes:
Parte 1: La historia de tu marca
En esta parte, Miller explica la importancia de contar una historia convincente para conectar con los clientes potenciales. El autor propone un modelo de siete pasos para crear una historia de marca efectiva:
Define tu héroe. ¿Quién es tu cliente ideal? ¿Cuáles son sus sueños y aspiraciones? Define el desafío. ¿Qué problema enfrenta tu cliente? Ofrece una solución. ¿Cómo resuelve tu producto o servicio el problema de tu cliente? Demuestra el resultado. ¿Cómo se verá la vida de tu cliente después de usar tu producto o servicio? Convierte a tu héroe en un héroe. ¿Cómo ayuda tu producto o servicio a tu cliente a alcanzar sus sueños? Llama a la acción. ¿Qué quieres que haga tu cliente a continuación? Proporciona una garantía. ¿Qué garantizas a tu cliente?
Parte 2: El embudo de ventas
En esta parte, Miller explica cómo utilizar un embudo de ventas para atraer, convertir y fidelizar clientes. El autor propone un embudo de ventas de siete pasos:
Atención. Llama la atención de tu cliente potencial. Interes. Genera curiosidad en tu cliente potencial. Deseo. Haz que tu cliente potencial desee tu producto o servicio. Conversión. Ayuda a tu cliente potencial a tomar una decisión de compra. Fidelización. Haz que tu cliente sea un cliente habitual. Referencia. Haz que tu cliente refiera a otros a tu empresa. Recompra. Haz que tu cliente vuelva a comprar tu producto o servicio.
Parte 3: Los elementos de tu marca
En esta parte, Miller explica cómo crear un conjunto de elementos de marca que ayuden a comunicar tu historia de forma consistente. El autor propone los siguientes elementos de marca:
Nombre. El nombre de tu marca debe ser memorable y fácil de pronunciar.
Logo. El logo de tu marca debe ser visualmente atractivo y comunicar tu identidad.
Colores. Los colores de tu marca deben ser consistentes con tu historia y valores.
Tipografía. La tipografía de tu marca debe ser fácil de leer y comunicar tu personalidad.
Tono de voz. El tono de voz de tu marca debe ser coherente con tu historia y valores.
Parte 4: Implementación
En esta parte, Miller ofrece consejos prácticos para implementar una estrategia de marketing efectiva. El autor propone los siguientes consejos:
Centra tu atención en tu cliente. Todo lo que hagas en tu estrategia de marketing debe estar centrado en las necesidades de tu cliente.
Sé consistente. Comunica tu historia de forma consistente en todos tus canales de marketing.
Mide tus resultados. Realiza un seguimiento de tus resultados para ver qué está funcionando y qué no.
"Marketing simple" es un libro práctico y accesible que ofrece un enfoque sencillo y efectivo para crear una estrategia de marketing que funcione. El libro es una lectura obligada para cualquier emprendedor o profesional del marketing que quiera mejorar su estrategia de marketing.
One of the early stage companies I advise asked if there were any good marketing books they could read to better understand process and how marketing works so I have been checking out a variety of books from high level to more tactical. This book is not right for them but I can say it is pretty easy reading and you can glean some super practical ideas from it. That said this isn’t really about marketing and the distinctions the authors draw between marketing and brand really irk me. I have used some of the story brand work elsewhere and found it to be useful and a little higher level than this book. That said if you run a small company or a mom & pop business and just need to GTD it this book is probably useful advice. It is not super strategic and you will need to search elsewhere for that.
There is definite some good practical help in this book. I think if you implemented some of it, it would work. However Miller, I’m doing what he suggests, positions himself as an expert in this topic, and continues to sell himself and his method as faultless throughout the entire book. And if it felt like he was just trying to sell me the whole time and he was using his methods... what would others think of me using the same system. Also, there was a surprising lack of humility for a book on a topic that is more like an art or an inexact science than formulaic... especially for someone like Miller who has seemed to champion humility in his first books. Honestly, the delivery was just so off putting that I probably missed some great advice.
This is a fantastic book! It’s definitely not what I expected based in the title, but it was triple worth the time. The author(s) give clear practical advice on building a sales funnel and multiple examples on how to do that. This is basically your step by step guide to start making money for whatever you do. I already have a dozen of actions and ideas that I’m itching to implement. It’s a small book so if you’re interested, you should give it a try!
If you want to design a website, where do you even start? This step by step guide walks you through how to think about the content. With a big focus on an execution plan for getting it done.
Read it more than once to understand the depth of the ideas presented in a very simple to understand way.
As someone with no marketing or business training, this gave me valuable skills in marketing myself well as a clinician. Highly recommend to mental health professionals. I feel we really lack knowledge in this area, and it matters greatly in building our caseload!
This is really a workbook - you really have to be ready to put in the time and do the work Donald's outlining in order to get anything out of this book (which is a good thing!).
Informative, practical, easy-to-follow guide to website content and email marketing. It tells how to build curiosity for your business through a one-liner and website, then enlighten the prospect with lead generators and nurture emails, then ask them to commit with a sales email sequence. Each chapter explains why you're creating the marketing piece, walks through how to write the associated copy, and tells how to implement it. The book is relevant to businesses that sell products or services.
The title is inaccurate, because the book only focuses on a very narrow sliver of marketing; it tells how to build an effective marketing website that gets visitors to subscribe to emails, but says nothing about how to get people to the website (SEO, PPC, social media, or other forms of marketing). The book rarely mentions research or studies; the guidance is almost entirely based on anecdotal evidence.
Notes Introduction Marketing plan 1. Create BrandScript (clear message). 2. Create one-liner (message in a single sentence). 3. Wireframe landing page; elaborate on message on clear, compelling website. 4. Create lead-generating PDF; use lead generator to capture email addresses. 5. Create email campaign; earn subscribers' trust by sending helpful emails that solve their problems.
The Actual Stages of a Relationship 1. Curiosity. Invite prospects into a story about how your products can help them survive or thrive. 2. Enlightenment. Show how your products can solve their problem and help them survive or thrive. Don't describe how your products work. 3. Commitment. Build relationship, then ask prospect to buy.
Making prospects curious and gradually enlightening them reduces sense of risk and increases chance of commitment (buying).
Main reasons prospects don't buy 1. Brand never asked for the sale 2. Brand asked for the sale too early
For most products, prospects need ~8 touchpoints before they're ready to buy. Because they ignore so much communication, you may need to reach out 50 times.
The less expensive your product, the more likely prospects will impulse buy, requiring fewer touchpoints. The more expensive your product, the less likely prospects will impulse buy, requiring more touchpoints.
Email marketing is best way to maintain relationship.
An Introduction to the Marketing Made Simple Checklist To go viral, give people something very simple to think about and say about your products.
Questions to ask • What problem do you solve for customers? • What will prospect's life look like if they buy your product? • What consequences does your product help customers avoid? • What do prospects need to do to buy your product?
In marketing copy, don’t be cute or clever; be clear. Simplify your message and repeat it using same words.
Create Your One-Liner 1. Problem. Choose the problem the most prospects feel. Show how your product solves that problem. This makes product seem more interesting and valuable. Explain how you're different from competition. 2. Solution. Give short, clear, description of how your product solves the problem. Avoid jargon. Include your company name. 3. Result. Explain 1-2 concrete points about what prospect's life will be like after buying.
Ensure one-liner makes sense, sounds good when spoken aloud, is easy to memorize and repeat.
One-liner examples • Marketing firm: "Most businesses lack the time and expertise to build a website that gets results. At John Doe Marketing we’ll build you an amazing website at an affordable price so you can stand out from the competition and get more leads that turn into customers." • Pediatric dentist: "Most parents get stressed when they think about taking their child to the dentist. At Kid’s Teeth, our fun and welcoming office puts kids at ease so they aren’t afraid and their parents actually enjoy their dentist visit."
Where to use one-liner • Business card • Email signature • Wall of retail space • 1st sentence of "about us" section of website • Social media profiles
A Wireframed Website That Works Website mistakes • Too much jargon • Too many words in header • Passive language in call to action (CTA) buttons • CTA buttons not repeated down page • Images don't relate to product or copy • Copy is cute or clever, not clear • Site doesn't promote a lead generator • Using a slider, so text changes too fast and frustrates visitors • Site tells your story rather than inviting visitors into a story • Website too complicated
Questions web designer should ask • What problem do you solve? • How does customer feel after you solve their problem? • How does somebody usually buy your product? • Was unforeseen value was added to customer’s life when they bought product?
Other than putting header at the top, order of other website sections don't matter much.
Include headline above each section.
Section 1: Header Give short explanation of what you offer in clear layman's terms.
Don’t use header to differentiate yourself from others.
Explain most significant way customer's life will improve (more money, more time, higher status, more peace, better relationships, etc.).
Use clear, direct, strong CTAs (buy, schedule appointment, register, donate, etc.). General CTAs such as “Learn more,” “About us,” or “Our process” are weak and confusing.
Clearly offer something for prospect to accept or reject.
Put direct and transitional CTAs at top right of page and in middle of header, beneath headline and subtitle.
Images of smiling people enjoying your products work well.
Avoid sliders because visitors rarely read a slide before it changes, and after ~3 slides, they forget them all.
Background videos are good, but use static, not dynamic, text over them. This copy should be simple and memorizable.
Section 2: Stakes Explain what can be won or lost depending on whether prospect buys from you, to invite them into story. Explain what it's costing prospect to not buy from you to increase value of your products. Explain what pain you'll help them end.
Pain examples: wasted time, missed opportunities, lost business, embarrassment, loss of sleep, frustration, confusion, isolation, lack of access, lack of guidance, loss of status, not reaching potential, losing to competition.
Don't be too negative, or prospects will tune you out.
Describe pain and problems in sentences, list problems you solve in bullet points, or share testimonial of customer explaining how you helped them overcome a challenge.
Section 3: Value Proposition Explain what prospect's life would look like if they bought.
Benefit examples: save money, save time, reduce risk, get quality, simplify life, avoid hassles.
Be specific; avoid vague language like “fulfilling” or “satisfied.”
Be visual; use images and descriptive words to illustrate life they can experience.
Section 4: Guide Demonstrate both empathy and authority/competency.
How to communicate authority: testimonials, customer logos, press logos, stats (see below), list of sectors you work with.
How to communicate empathy: mention primary pain point, testimonials about how much you cared, stating, "We know what it feels like to …"
Show that you can solve prospect's problem because you've helped others.
Keep testimonials and other text in this section brief.
What to include in testimonials: overcoming objections, solving problems, added value.
Stats examples: years in business, awards, number of customers, hours you’ve saved customers, money you’ve made customers.
Section 5: Plan Present a 3-step plan. If your business requires multiple steps, combine them into 3 phases. Describe each step with 1-2 sentences about benefits prospect will see and other relevant details.
Section 6: Explanatory Paragraph 1. Identify who prospect wants to become. 2. Identify what they want. 3. Define problem holding them back. 4. Position yourself as their guide. 5. Share plan to solve their problem (which includes your product). 6. CTA. 7. Cast vision for their life.
Example: At [company], we know you want to be [aspiration]. To be that, you need [something they want, related to your product]. The problem is, [what's holding them back], which makes you feel __. We believe [why they shouldn't have problem]. We understand [empathy]. That's why we [how you solve problem]. Here's how it works: [3-step plan]. So, [CTA] so you can stop [negative consequence of problem continuing] and start [how life will improve with your product].
Another way to write explanatory paragraph is to overcome objections. Write 1-2 sentences about each of top 5 reasons prospect wouldn't buy.
You can use both types of explanatory paragraphs, but separate them by a few sections so page doesn't have too much text.
Objection examples: product too expensive, doubt it will work for me, what if it doesn’t work for me, doubt quality is as good as they say, process will take too long, won’t know how to use it, have tried something like this and it didn’t work.
Section 7: Video Video can be reading of explanatory paragraph over B-roll of people using your product. Add customer testimonials and/or message from CEO if you want.
Keep it short (3-5 mins).
Grab attention by bringing up prospect's problem early.
Consider giving away a longer video in exchange for an email address.
Put title above video to increase number of plays. Example titles: “How we’ve helped thousands solve X problem,” “How our process is different.”
Section 8: Price Choices If you're willing to show prices, put 3 price points and what's included with each. Prospects like to have options, and they'll be more likely to pick one. They usually choose the middle option.
If you sell many products, list best-selling ones on landing page and link to shop page with catalog-style layout. Or, on landing page, show categories (e.g., men, women, children) and on the page for each of those categories, show 3 price options.
Section 9: Junk Drawer Minimize links in header and put them in footer instead, so visitors don't experience decision fatigue.
Lead Generator Lead generator can be PDF, video series, free sample, live event, or anything you can give prospect that helps them solve a problem. PDF is a good 1st choice.
Lead gen PDF should take ~20 mins to read.
What lead generator should do • Position you as right guide to help solve problem. Show empathy and authority. • Differentiate you from others. Share your unique knowledge and demonstrate how you can solve the problem. • Qualify audience by using different lead generators to reach different audiences. • Create trust by solving a problem for free. • Include catchy title (don't use “white paper” or “case study”).
10 lead generator ideas • Interview industry expert. Ask questions prospects are asking. • Checklist of ideas to consider related to solving their problem. With each question, how you can help solve problem. • Something they can use weekly or even daily (worksheet, planner, journal, reminder). • Educational event. • Sampler. Something small you can give away to build trust and introduce them to quality of your product. • Webinars. Offer training or info that will help prospect overcome a specific problem. Offer your paid product. After webinar, follow up with a nurture or sales campaign. • Speech. • Something that satisfies prospect's curiosity as it relates to your product. • Pitfall list. List pitfalls and challenges that prospect is experiencing that you can help them avoid. • Open house. Offer free product demo, or invite people to your business to hear about what you do to create sense of community and build relationships.
Lead generator outline • Section 1 • - Paragraph 1: Problem • - Paragraph 2: Empathetic statement, elicit trust • Section 2 • - Paragraph 1: Agitate problem • - Paragraph 2: Offer solution • Section 3: Step-by step plan or list of tips • Section 4 • - Paragraph 1: Negative consequences if they don’t act; positive results if they do • - Paragraph 2: CTA
Nurture Email Campaigns Even if subscribers don't open your emails, they're reminded you exist when they see the emails, which is good branding.
What emails should do • Solve a problem. Tell subscribers you matter because you solve a specific problem. • Offer value. Give info, access, or tips to help subscribers get what they want? • Remind subscribers you have a solution to their problems (your products). • Send subscribers back to your website.
Goal of nurturing campaign is to make sure subscriber knows that you’re the first one they need to contact. Info you give away should be expert advice on what’s going wrong in subscribers' lives and how their lives can be made better.
Types of email nurturing campaigns • Weekly announcements. At end of each email, reminder subscribers what you do and what products you sell that may solve their problems. • Weekly tips to make subscribers' lives better, related to your products. • Weekly notification of new products, promotions, events, how-to videos. Occasionally, tell how your products are made or give tips for using your products.
Email contents • Clear, not clever, subject line. Don't make subscribers guess about content of email. • Short description of subscriber's problem. Tell them you'll reveal a solution. • Solution to problem. Break it into steps if possible. Be visual. • Position yourself as guide by expressing empathy (why you care that they're struggling) and demonstrating authority or competency (why you're qualified to help). • Mention your product. Even those who don't buy will be learning the problems you solve and products you sell.
Sales Email Campaigns Focus on selling a single product per campaign.
Choose a specific problem that campaign will help subscribers solve, and talk about it repeatedly in emails.
Strongly encourage subscribers to order; it's not enough to ask them to order.
If you can, give limited-time offer to create sense of urgency.
Sales email sequence 1. Deliver asset you promised when they subscribed, and tell how to use it. Include one-liner so prospect is reminded why you exist and what problem you solve. Don't sell anything. 2. 1-2 days later, identify problem you’re going to solve. Empathize with their pain. Introduce your product as the solution. 3. Share customer testimonial. 4. Overcome a common objection to buying your product. 5. To persuade prospects who think they’ve already tried what you’re selling, explain how you’re different and that they haven’t tried something exactly like your product. 6. Ask for the sale. Use a limited-time offer, if possible.
It truly is, Marketing Made Simple. This books gives so many tangible DIY steps to improve your website, lead gens, email campaigns, how to talk about your brand in an ‘easy for the team to memorize’ way. I also appreciate that this book was under 200 pages. It’s straight to the point, no fluff. Everyone who does any form of marketing should read this, as it’s an easy read, but especially small business owners.
Right now, businesses need to reframe their messages to adapt to the evolving marketplace. Marketing Made Simple does exactly what it claims. You get a step-by-step, no-nonsense approach to crafting a message that resonates and then deploying it across your marketing and sales infrastructure.
I am a huge fan of Storybrand. This book brings Storybrand to the street, showing you exactly how to deploy your message through the five stages of the sales funnel.
If you don't have the infrastructure in place, by the time you finish implementing the five steps in this book, you will.
Tis book is a valuable resource and the perfect companion to the storybrand book. I love how the authors explain how to create a sales funnel and how to create the different components. Once you read it you'll get some ideas to apply to your business right away. Great read and definitely recommend this book.
Comencemos por…¿Cómo sé si debería leer este libro? ¿Es para mí? ¡Yo ni me dedico al Marketing digital!, en mi opinión las personas que deberían tener este libro en sus estanterías y leerlo ya mismo son:
-Los profesionales del Marketing Digital (los más obvios)
-Todo emprendedor que busque incrementar sus ventas, TODOS, sin excepción alguna.
-Todo aquel que quiera crecer su marca/negocio y está perdido en el mundo de las ventas.
-Todo aquel que busca como hacer un generador de contactos y quiere iniciarse en el mundo del email marketing.
-Cualquier persona que quiera vender.
Y, la razón principal, ¿Por qué deberían leer este libro? Marketing Simple nos va a dar la guía, totalmente paso a paso, para hacer un generador de contactos, crear una página web que venda (una que realmente funcione y que no solo se vea bonita), crear un guión de marca que simplifique el mensaje y haga que mayor gente se interese en nuestro producto/servicio y nos adentrara en todo el bonito, y útil, mundo del marketing y el correo electrónico.
The book is heavy email marketing and short in story telling.
What I liked about the book:
I did like the content about story telling from a marketing perspective.
The content about how to layout your website is great.
What I didn't like: I am not interesting in email marketing, specially with the trend of video emails, and a great portion of the book is dedicated to that.
Conclusion: Solid read on how to build a website and how to do an email marketing campaign. You definitely want to read this one out. Also the free pdf is great!
I wish I had done a better research about the content in the rest of the book because I had the impression that it was about story telling.
I would recommend the book if is in discount to someone who wants to know about email marketing.
Even the most brilliant products and services will never sell without a proper marketing campaign. An efficient marketing campaign will educate potential consumers about your business and guide them toward a purchase. Start by crafting an excellent one-liner and designing a simple website, then cultivate a relationship with clients using a lead-generator and email campaign. Put the whole plan into action with six meetings.
Actionable advice: Make your website pass the “grunt test.”
A good website should be so simple a caveman could understand it. Look at your webpage and ask yourself this. If a caveman looked at your site, would he understand what the firm offers? Could he see how it’ll make his life better? And would he know what he needs to do to buy the product? If your imaginary Neanderthal would have grunted “yes” – congratulations, you’ve passed the test!
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Create a list of potential clients with lead-generating PDFs.
Imagine you’re at a party, mixing and mingling with a diverse crowd. As the night goes on, you jump from one conversation to the next. Some are dull and listless, others are so thrilling that you crave for more.
You’re nearing the end of the night. One or two fellow revelers have really caught your attention. You think meeting them again would be fun and rewarding. So, what do you do? Obviously, you give them some way to stay in touch; a business card, a phone number, or maybe just your email address.
As a marketer, your goal is to be that exciting partygoer. To build a substantial list of potential clients, you want to be leaving the festivities with as many business cards as possible.
The key message here is: Create a list of potential clients with lead-generating PDFs.
In business lingo, a potential client is called a lead. A strong lead is a person who is both interested in your product and has willingly handed over their contact information. This second part is crucial. Having contact information, such as an email address, allows you to directly market to potential clients again and again.
So, then, any good marketing campaign should include a way to collect contacts and generate strong leads.
One effective way to do this is to use what’s known as a lead generator. A lead generator is any enticing offer or service that you can provide in exchange for contact information. This could be a free sample of your product, access to an event or webinar, or even something as simple as a digital flier with quality information.
You can package this into lots of formats – even a good old-fashioned PDF can make a great lead generator. Your aim is to design something that, first, offers your potential leads clear benefits, and, second, won’t take more than 20 minutes to read.
Let’s say you run an electric bicycle company. Your product could list the top ten ways in which e-bikes save time and money. If you run a digital business consultancy, whip up a PDF that gives five easy ways to optimize a sales website.
There’s a trick to turning such information-based products into lead generators. You need to create a clear point of exchange. Place an advertisement or pop-up on your website that offers to email your insights to anyone who’s interested.
Curious customers will gladly enter their contact information to receive your information sheet – and just like that, you have a way to contact future leads.
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Put your marketing campaign into action with six meetings.
Meet Doug and Maria. This couple is happily married and they’ve just purchased their new home; a large, elegant Victorian mansion. The only problem is, their dream house is a bit of a fixer-upper. The roof is leaking, the walls need painting, and the kitchen could use a thorough revamp.
So there they are, looking at their new ramshackle abode. They are understandably overwhelmed. But, rather than take a messy, ad-hoc approach to tackling the job, they sit down and write out a detailed plan, complete with steps and milestones.
They’ve just made their project manageable.
Luckily, the same approach can be applied to revamping your company’s marketing strategy.
The key message here is: Put your marketing campaign into action with six meetings.
By now you probably understand the benefits of creating a well-developed marketing pipeline of the sort.
But assembling the whole thing and putting your new project into action can seem a bit intimidating. That’s understandable. And yet, even the most hesitant business can accomplish this goal. All you need to do is take one step at a time.
To begin, schedule six meetings. Each will cover just one step of the marketing process, and the goal should always be to build a solid foundation before moving on to the next step.
So how do you go about it all? Well, meeting one is where you set the overall goals and timeline for the rest of the project. The following two sessions are all about laying the marketing groundwork. Use one to craft the perfect one-liner and the second, to design a comprehensive wireframe website.
For meeting four, put together a lead generator and plot out the two email campaigns you’ll use to target your leads. Then, for meeting five, put everything together to analyze it as a full sequence. Does it easily flow from one-liner to final sale? Can you imagine a customer going from step to step?
Great, now’s the time to put the plan into action!
But wait, what about the sixth and final meeting? Well, that one comes a bit after. In this meeting, look back at your results. Is your marketing plan hitting its goals? Why or why not? Try to identify where customers drop out in the process and use this information to tighten up your next campaign. With a little practice, you’ll create a well-oiled marketing machine.
I love Donald Miller. Great introduction to marketing in which probably a whole semesters worth of class was condensed into 200pgs. Simple, actionable, understandable. A good read.
Giai Dai hoi The thao Chau A 2023 | Luongson TV Giải Đại hội Thể thao Châu Á lần thứ 19, Giải Đại hội Thể thao Châu Á 2023, được tổ chức tại Hàng Châu, là 1 sự kiện sở hữu tính biểu trưng đã hội tụ các vận động viên trong khoảng khắp Châu Á để thi đấu trong phổ thông môn thể thao khác nhau. Trong số các cuộc thi được đặc thù chú ý là giải bóng đá nam, nơi mà bốn quốc gia Đông Nam Á, gồm Việt Nam, Thái Lan, Indonesia và Myanmar, đã tham gia đại diện cho khu vực này. Mỗi đội đều đối mặt có các thách thức và hoài bão riêng trong hành trình ASIAD 2023 của mình. Lương Sơn TV Bảng đấu của Việt Nam tại Giải Đại hội Thể thao Châu Á Việt Nam, một đội bóng đang trỗi dậy mạnh mẽ ở khu vực Đông Nam Á, đã rơi vào bảng B sau buổi bốc thăm chính thức. Bảng của Việt Nam gồm các đối thủ đáng gờm như Saudi Arabia, Iran và Mông Cổ. Bảng này mau chóng nhận được danh hiệu "Bảng tử thần" do sự hiện diện của Saudi Arabia và Iran, hai đội bóng nức danh có truyền thống bóng đá mạnh mẽ và những cầu thủ hào kiệt. Việt Nam phải vượt qua những trận đấu gay go để giành quyền đi tiếp, và đội bóng Việt Nam đã tiến tới thách thức này với sự quyết tâm vững vàng. Thái Lan gặp khó khăn tại bảng đấu của mình
Thái Lan, một đất nước bóng đá nổi danh khác ở Đông Nam Á, đã rơi vào bảng E cộng có Hàn Quốc, nhà quán quân hai kỳ vừa qua của Giải Đại hội Thể thao Châu Á. Đội Thái Lan đã nhận thức được sự cạnh tranh của nhiệm vụ trước mắt khi phải đối mặt có 1 đối thủ mạnh có lịch sử bóng đá đáng đề cập. Thi đấu với Hàn Quốc đặt ra một thách thức lớn, và thời cơ đi tiếp của Thái Lan được xem là khó khăn hơn so có tất cả quốc gia Đông Nam Á khác. Không những thế, đội bóng Thái Lan, được biết tới với khoa học điêu luyện và sự thông minh chiến thuật, ko nao núng. Họ coi đây là cơ hội để trình diễn kỹ năng của mình trước 1 đối thủ hàng đầu và cố gắng để để lại dấu ấn trong giải đấu Giải Đại hội Thể thao Châu Á Indo liệu sở hữu quét sạch bảng F?
Indonesia, đất nước chủ nhà kiêu hãnh của Giải Đại hội Thể thao Châu Á mùa trước ấy, đã rơi vào bảng F, được xem là thuận tiện hơn so với các bảng khác. Đối thủ của Indonesia bao gồm Triều Tiên, Kyrgyzstan và Đài Loan. Việc được rút vào bảng tiện lợi này cung cấp cho Indonesia 1 lợi thế, khi họ sẽ đối đầu sở hữu những đối thủ được coi là ít đáng gờm hơn. Đội bóng Indonesia, được khích lệ từ sân nhà, nỗ lực tận dụng cơ hội này. Họ hiểu rằng việc thi đấu rẻ trên sân nhà là điều quan trọng và mong muốn xây dựng trên các thành công trước đây để phục vụ 1 sự ảnh hưởng đáng kể trong giải đấu. Những cầu thủ Indonesia, dưới sự chỉ đạo của tập huấn viên giàu kinh nghiệm, đã xây dựng những kế hoạch chiến thuật để vượt qua vòng bảng và hướng đến một chiến dịch thành công tại Giải Đại hội Thể thao Châu Á. Xem thêm bài viết: những cái tên đáng mong đợi của Olympic Việt Nam tại ASIAD 2023 thời cơ cho Myanmar Myanmar, đại diện thứ tư của Đông Nam Á, đã rơi vào bảng A, cộng với Trung Quốc, Bangladesh và Ấn Độ. Mặc dầu bóng đá trẻ của Myanmar đã cho thấy sự hứa hẹn trong các năm vừa mới đây, thời cơ đi tiếp của họ được coi là cạnh tranh hơn so mang các quốc gia Đông Nam Á khác. Đội bóng phải đối mặt sở hữu các đối thủ mạnh và hy vọng đi tiếp của họ phụ thuộc vào khả năng biểu diễn tiềm năng và thực hiện kế hoạch trò chơi 1 cách thức hiệu quả. Mặc dù đối mặt mang thách thức cạnh tranh, đội bóng Myanmar vẫn lạc quan và nỗ lực chứng minh giá trị của mình trên sàn diễn lớn Giải Đại hội Thể thao Châu Á 2023. Giải Đại hội Thể thao Châu Á
Giải Đại hội Thể thao Châu Á 2023 mang đến thời cơ thú vị cho tất cả các nước Đông Nam Á thi đấu có các đối thủ đáng gờm và trình diễn khả năng bóng đá của mình. Việt Nam và Thái Lan đối mặt có những thách thức khó khăn trong các bảng của mình, và thời cơ đi tiếp của họ phụ thuộc vào khả năng vượt qua những đối thủ mạnh mẽ. Indonesia, mặt khác, sở hữu 1 bảng doanh nghiệp thuận tiện hơn, tạo điều kiện tiện lợi để tiến xa trong giải đấu. Myanmar đối mặt mang 1 nhiệm vụ khó khăn nhưng vẫn kiên định để để lại dấu ấn và chứng tỏ tiềm năng của mình. Lúc giải đấu diễn ra, các cổ cổ vũ bóng đá trên khắp Đông Nam Á náo nức chờ đợi sự biểu diễn của những đội tuyển quốc gia này, kỳ vọng được chứng kiến thành công của đội tuyển của mình và sự tăng trưởng của bóng đá trong khu vực này.
Awesome book! Finally, a book that does more than just tell you why you should do something. It actually gives you a How! I had read many books on why you should connect with the customers, invite them to your story but few had any concrete steps on how to do it. Great steps on why the customer needs to feels you are helping them survive. Great advice and steps on creating a sales funnel. Including setting up meetings with your team and a sample agenda. This is more like a textbook, one that should give you pause and take part in the exercises he purposes. I read it like a cover to end book but I am going to go back and go through these exercises.
He does promote his business quite often but that is to be expected to a certain degree and if I had the funds I would take him up on it. I cannot recommend this book enough. One of the best I have come across in terms of teaching marketing.
GOLD 1-This principle is why politicians with repeatable, simple messaging statements usually win. It’s not because their plan will work or has even been thought through, it’s because voters feel a sense of understanding and associate that feeling of comfort and survival with that candidate. 2- DON’T BE INVISIBLE 3- I know that sounds simple, but we interact with thousands of brands who fail to tell their customers exactly what they offer and exactly how they can change their customers’ lives for the better. 4- The one-liner is composed of three parts—the problem, the solution, and the result. Example from the StoryBrand one-liner: Most business leaders struggle to talk about what they do. 5- Things to Consider 1. The biggest mistake companies make in creating this section is not actually starting with a problem. I know that sounds obvious, but it happens all the time. Make sure the first statement is a clear problem and make sure it is a pain people actually feel. 2. Do not try to include every problem your customer faces in your one-liner. Name only one problem and make it the one the most people feel. This is not the space to talk about every problem you solve. This is the hook to get people curious. You can talk about other problems in other parts of the sales funnel, but in a one-liner you want to talk about only one. 3. Make sure the problem you start with is a problem that your company can actually solve. Your customer may be facing many problems, but if you can’t solve those problems, don’t talk about them. 6-Remember, marketing is an exercise in memorization. 7-Make your intentions known early and often. Use a strong call to action. 8-What Is the Cost of Not Doing Business With You? 9- The One-two Punch of Empathy and Authority