About the Book
An essential part of any marketing professional’s tool kit – this strategic and actionable guide shows you how to apply the renowned StoryBrand framework to your brand.
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.
About the Author
Donald Miller is the CEO of StoryBrand and every year helps more than 3,000 business leaders clarify their brand message. Combined, Don’s 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.
Don 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’s thoughts on story have deeply influenced leaders and teams for Pantene, Chick-fil-A, Steelcase, Intel, Prime Lending, Zaxby’s, and thousands more.
Don lives in Nashville, Tennessee, with his wife, Betsy, and their chocolate lab, Lucy.
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BIG IDEA 1 (4:06) – Have a marketing plan
There are five steps to Don’s recommended marketing plan:
1. Brand script
2. One liner
3. Landing page
4. Lead generation PDF
5. Email list
Don 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’d made from selling his first successful book.
BIG IDEA 2 (5:48) – Three stages of relationship
The 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 ‘what’s in it for me?’
Curiosity 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.
The lead generation PDF stage of the marketing plan is generally when you start the enlightenment phase of relationships, which is education.
The 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.
Many businesses are still starting with the ‘why’ while this marketing model starts with the ‘what’ and the ‘how’. It is how you pique someone’s curiosity by talking about the difference you want to make to them and their business.
BIG IDEA 3 (9:22) – Execute the plan
More 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.
If you don’t put them into place, you don’t 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’t execute the plan, it’s not going to work.
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