Marketing Made Simple by Donald Miller: How to use enlightenment to create commitment
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\nAbout the Book\xa0
\nAn essential part of any marketing professional\u2019s tool kit \u2013 this strategic and actionable guide shows you how to apply the renowned StoryBrand framework to your brand.
\nEvery 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\u2019 lives. To solve this dilemma, Donald Miller wrote\xa0Building a StoryBrand, which has become the quintessential guide for anyone looking to craft or strengthen their brand\u2019s message.
\nNow, 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\u2019s story to the marketplace.
\nSource: https://www.amazon.com/
\nAbout the Author
\nDonald Miller is the CEO of StoryBrand and every year helps more than 3,000 business leaders clarify their brand message. Combined, Don\u2019s books have spent more than a year on the New York Times Bestsellers list. His books include: Blue Like Jazz, A Million Miles in a Thousand Years, and Scary Close.
\nDon is widely considered one of the most entertaining and informative speakers in the world. His audiences are challenged to lean into their own story, creatively develop and execute the story of their team, and understand the story of their customers so they can serve them with passion. Don\u2019s thoughts on story have deeply influenced leaders and teams for Pantene, Chick-fil-A, Steelcase, Intel, Prime Lending, Zaxby\u2019s, and thousands more.
\nDon lives in Nashville, Tennessee, with his wife, Betsy, and their chocolate lab, Lucy.
\nSource:\xa0https://www.amazon.com/
\nLINKS
\n\nBuy the book from The Book Depository - https://www.bookdepository.com/Marketing-Made-Simple-Donald-Miller/9781400203796/?a_aid=stephsbookshelf
\nWould you like to take better notes from the books you read? \xa0Get your copy of Archley's beautiful book journal, the Book of Books here: https://www.archleys.com/?ref=JamVyS-U4mVR
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\nBIG IDEA 1 (4:06) \u2013 Have a marketing plan
\nThere are five steps to Don\u2019s recommended marketing plan:
\n1. Brand script
\n2. One liner
\n3. Landing page
\n4. Lead generation PDF
\n5. Email list
\nDon said that the more of these you put into place the better. The whole concept is helping your audience understand you. Don rebuilt his name, audience and influence by developing and putting this plan into place after losing everything he\u2019d made from selling his first successful book.
\nBIG IDEA 2 (5:48)\xa0 \u2013 Three stages of relationship
\nThe three stages of relationship are curiosity, enlightenment and commitment. Curiosity is when people wonder who you are and how you can help them. They are curious about \u2018what\u2019s in it for me?\u2019
\nCuriosity leads to enlightenment on how the product helps them. This stage is about educating your potential customers to reduce confusion. Because confused people are not going to buy your product or service. Enlightening / educating also helps build trust and influence.\xa0
\nThe lead generation PDF stage of the marketing plan is generally when you start the enlightenment phase of relationships, which is education.
\nThe final part is when the person is ready to make a decision and ready to commit. This could be providing their email address to join a mailing list or buying your product to solve their problem.
\nMany businesses are still starting with the \u2018why\u2019 while this marketing model starts with the \u2018what\u2019 and the \u2018how\u2019. It is how you pique someone\u2019s curiosity by talking about the difference you want to make to them and their business.
\nBIG IDEA 3 (9:22)\xa0 \u2013 Execute the plan
\nMore execution equals more results. There are examples in the book showing that execution of this approach works with both B2C and B2B business models. Don also shares how people who applied the method more, got bigger results because all of the elements work together instead of cherry picking from the five steps.
\nIf you don\u2019t put them into place, you don\u2019t consistently stick to it. You can use them not just on your website but also on social media channels and profiles. But as with anything, if you don\u2019t execute the plan, it\u2019s not going to work.
\nMusic: Chill Cool Driving Music by Sun Channel Music via Envato
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