Hi, I am Wilson Shrestha. I have read this book “Marketing Made Simple” many times and created a short summary for you awesome readers. In Effective marketing, a strong first impression is more important. This process involves guiding potential customers through a series of well-defined steps in a marketing funnel. To do this there will be the need for trust and engagement.
|Book Name||Marketing Made Simple|
|Authors||Donald Miller, Seth Godin|
|Concpet||Marketing Made Simple is a book that teaches the basics of marketing in a clear and concise way. The authors argue that marketing is not about selling products or services, but about building relationships with customers. They provide readers with a step-by-step guide to creating a marketing plan, developing effective marketing materials, and measuring the results of their marketing efforts.|
“J.J. and I are going to tell you exactly what you should do and in what order you should do it in so that your marketing works”. -Donald Miller.
5 Steps of Story Brand Guide for any Business:
- Create a Brandscript
- Create a One-Liner
- Wireframe a Landing Page
- Creating a Lead Generator
- Create an Email Campaignv
Welcome to the summary of “Marketing Made Simple”
Step 1: Create a Brandscript
In order to grab the audience’s attention, we have to create a first impression that we have the potential to help them survive, and thrive. That could make them stop what they’re doing and read more about us. The next question they are looking to answer is how exactly can we help them survive in detail. That is where your longer explanations and stories come in. After some time of education, the reader will say all right, I now understand how the content can help me, it’s time to commit. That’s the point where he buys your product. Note that to attract customers you should use marketing, and not branding. Branding is when you say things like “Save money, Save time” assuming the customer already bought the product. Marketing is when you say “The oil that you need to replace once a year” assuming they have no idea what the product is about. Those are the stages of a funnel. First, we get the potential buyer curious, then we explain how to use the product, and finally, we offer to buy one.
Step 2: Create a One-Liner
How do we present what we do in one sentence and evoke curiosity about it? Here’s a three-part formula for that. 1. Talk about the one biggest problem that your target audience faces.
2. Offer your solution to that problem.
3. Paint a picture of how it would look when the problem is solved. It might be something like: Stop “hoping” that you choose the right book. Improvement or Marketing Summaries will concisely show what this book is about so that you pick books that are directed toward your custom problems. Now that we’ve got the audience’s attention, let’s tell them how exactly does this magic happen.
Step 3 is Wireframe a Landing Page
Let’s fix your website. Here are some sections you could include on your landing page that have been tested by Don, and got positive results.
1. The guide. Introduce yourself as the brand or person who can solve your customer’s problems. Use empathy and authority.
2. The value proposition. Explain the benefits of the product. Don’t just say “We have the best catering services” but explain the benefits that they’re going to get when using them.
3. The plan. State the 3 or 4-step plan that the potential customer will go through when interacting with you. Note – Because of the scope of this video the explanations are very partial and only a few out of the many website sections in the book are included. After the first impression and some chatting, it’s time for a small initial commitment.
Step 4: Creating a Lead Generator
What would happen if you met someone and didn’t take her phone number after it? You guessed it. Nothing. So it is with marketing. No matter how awesome the first impression you make, nothing will happen if you don’t take their contact information. That’s what lead generators are for. One of the most common and simple examples is a free PDF. So, if you wish to keep in touch, check out the description to get 10 FREE audiobooks. PDFs or lead generators are your opportunity to show your audience how well you can solve their problem. If you succeed, they will trust you more, and look to engage more with you. Here are some lead-generating examples:
1. The checklist. A list of ideas to solve the audience’s current problem.
2. Interview. An interview with an industry expert about his solutions to their problem.
3. Evoke curiosity. Tell about something your audience is curious about. So, now that we’ve got the phone number, let’s pick up the lovely phone and dial it.
Step 5: Create an Email Campaign.
Hello? Hi Sarah, it’s Yan speaking, from the marketing book club from one month ago. How are you doing? Probably the most important principle in email marketing is consistency. Everything else comes later. If we’re not sending mail at least once a week, we’re losing out and being forgotten. So while you’re at it here are three general e-mail writing tips.
1. Get inspiration from the headlines of other emails.
2. Write as if you were talking to a friend.
3. Use short sentences, so that the audience won’t tune out. Besides consistency and these three tips, to achieve optimal results, you’ll need to use two types of mail – sales and nurture. The purpose of nurture emails is to give free value and solve the customer’s problems while keeping you in their consciousness. The purpose of sales emails is to be bold and have a clear purpose to sell. So what’s the right order to use them? First, write the nurture emails, and then write and insert an automated sales campaign before it. Why is it okay to start with a sales campaign? Because you’ve already gotten enough trust with the one-liner, website, and lead generator. And that is the plan!
10 Points I have learned from this book
- Compelling first impressions in marketing.
- The marketing funnel and its stages.
- Crafting a captivating Brandscript.
- Creating a persuasive one-liner.
- Effective landing page sections.
- Utilize lead generators.
- Consistency in email marketing.
- Email writing tips.
- Nurture and sales emails.
- Email campaign sequencing.