active language, 140
adjustment, of lead generators, 136
agendas
for BrandScript Script and One-Liner Meeting, 173
Content Refinement meeting, 182
Lead generator and Email Sequence Meeting, 179–80
Results Analysis and Refinement Meeting, 183
Wireframe Website Meeting, 176–77
ASPCA, 74
audiences, qualifying, 116
authority
B2B interactions as, 89–90
communicating, 86
guides with, 82–84
branding, 23–24
BrandScript Script and One-Liner Meeting, 170–73
Building a StoryBrand (Miller), 99
Business Made Simple, 6, 117, 138
business relationships, 64
calls to action
buttons for, on websites, 63–66
in sales email campaigns, 162
checklists, 119–20
clarity
in emails, 139–40
in headers, 59
in lead generators, 135
in one-liners, 44
in plan section, 95
in solutions, 61–62
in stating offerings, 60–61
in videos, 106
clever language, 44
Clinton, Bill, 84
Coca-Cola, 24
commitment
lack of customers’, in email campaigns, 160–61
with lead generators, 114
in nurture email campaigns, 143
in relationships with customers, 16–22
in sales funnel, 28
company name, use of, 45
confusion, 14–15
and plan section, 93
with price choices, 107
on websites, 175
connections, with others, 10
content
in Content Refinement Meeting, 180–82
for PDF lead generators, 128–29
Content Refinement Meeting, 180–82
costs of not doing business with you, 71–73
curiosity
piqued in headers, 59
in relationships with customers, 9–13
in sales funnel, 28
satisfying, with lead generators, 124–25
curiosity filters, 11–12
customers
engaging, with lead generators, 114–15
nurture email campaigns to engage, 142–43
raising value perceived by, 78–79
cute language, 44
digital planning, of websites, 111
direct sales tactics, 159–60
drip campaigns, 141. see also nurture email campaigns
educational events, 121
email(s)
in exchange for lead generators, 113
in exchange for videos, 106
ideas for content of, 144–46, 157–58
length of campaigns, 138–39
power of, 137–40
as touchpoint, 20
empathy
communicating, 84–85
guides with, 82–84
enlightenment
in relationships customers, 13–16
in sales funnel, 28
evaluation
of lead generators, 136
in Results Analysis and Refinement Meeting, 182–83
execution, 167–84
BrandScript Script and One-Liner Meeting, 170–73
Content Refinement Meeting, 180–82
Goal Meeting, 169–70
Lead generator and Email Sequence Meeting, 178–80
of Marketing Made Simple Checklist, 29–31
meetings for, 168–69
Results Analysis and Refinement Meeting, 182–84
Wireframe Website Meeting, 173–77
exercises
checklists, 120
educational events, 121
explanatory paragraphs, 104
expressing empathy, 85
guide sections, 92
headers, 68
interviews with experts, 119
junk drawers, 110–11
keynote presentations, 124
lead-generating PDFs, 131–33
one-liners, 49–50
open houses, 126
piquing curiosity, 125
pitfall lists, 126
plan sections, 95–97
price choices, 109
samplers, 122
stating problems for one-liners, 41–42
stating results for one-liners, 47–48
stating solutions for one-liners, 45–46
statistics, 91
testimonials, 88–89
use of logos, 90
videos, 107
webinars, 123
worksheets, 121
explanatory paragraphs, 57, 98–105
failure goal, setting, 170
films, one-liners for, 37–38
first impressions, of websites, 58–59
“Five Things Your Website Should Include,” 15, 115
free value
lead generators as, 115–16
nurture email campaigns as, 145
Geico, 26
Goal Meeting, 169–70
God, 36
grunt test, 59–60
guides, positioning self as, 116, 151
headlines, on websites, 81
head shots, 88
Hemingway, Ernest, 139
images, on websites, 66–67
industry experts, interviews with, 118–19
interviews, 118–19
invisible message, 25
journeys, sales as, 9–22
judgments, snap, 10–11
junk drawer, of websites, 57, 109–11
keynote presentations, 123–24
landing pages
for lead generators, 134
wireframing of, 174–75
language
active, 140
in BrandScript script, 170–71
consistent, on website, 175
cute or clever, 44
for lead generators and email campaigns, 178
and one-liners, 36
power of, 36
used on website, 53–54
in value propositions, 79–80
in wireframe process, 56
Lead generator and Email Sequence Meeting, 178–80
lead generators, 113–36
constant generation of, 127
creation of, 127–33
delivering, in sales email campaigns, 163
engaging customers, 114–15
evaluating and adjusting, 136
as free value, 115–16
promotion of, 134
purpose of, 116–17
types of, 118–26
uses of, 133–34
videos as, 106
writing tips for, 135
life journeys, 10
limited time offers, 162–63, 165
links, in junk drawer, 109–10
lock picking, 36–37
loglines, 37–38
logos, of companies you work with, 89–90
looping images, 67
magic, 35
marketing
assessments of, 21–22
branding vs., 23–24
enlightenment in, 15–16
ineffective, vi–vii
Marketing Made Simple Checklist, 23–31
execution of, 29–31
and invisible messages, 25
and repetition in message, 25–27
marketing plan, 3–6
McLachlan, Sarah, 74
meetings, 168–69
BrandScript Script and One-Liner Meeting, 170–73
Content Refinement Meeting, 180–82
Goal Meeting, 169–70
Lead generator and Email Sequence Meeting, 178–80
Results Analysis and Refinement Meeting, 182–84
Wireframe Website Meeting, 173–77
memorization
in email campaigns, 151
of offers, 25–27
of one-liners, 50–51
mental maps, 100
message(s)
on headers, 66–67
invisible, 25
simple language and repetition in, 27
Microsoft Research, 58
Moses, 36
MyBrandScript.com, 170–71
nurture email campaigns, 141–58
email content for, 144–46
to engage customers, 142–43
ideas for content, 157–58
meetings to create, 178–79
sales email campaigns vs., 161–63
starting, 157
as touchpoints, 141–42
unsubscribes in, 144
weekly announcements, 146–49
weekly notifications, 155–57
weekly tips, 149–55
objections, overcoming
in explanatory paragraphs, 101–4
in sales email campaigns, 164–65
in testimonials, 87
offerings, stating your, 60–61
one-liners, 35–51
for films, 37–38
as lock picks, 37
opening doors with, 36–38
and power of words, 36
uses of, 50–51
open houses, 126
options, in pricing, 108
Oswald Mills Audio, 9
pain points, 74–76
paper and pen planning
of content, 180–81
of websites, 111–12
paradigm shift, in email campaigns, 165
passive-aggressive sales techniques, 160
PDFs, 115–21
perceived value, raising, 78–79
pitfall lists, 125–26
podcasts, 146
Pop-Tarts, 93–94
pop-up ads, 133–34
problems
connected to results, 46–47
connected to solutions, 42–43
curiosity about solutions to, 12
enlightenment about solutions to, 14
focusing on too many, 135
as hooks for one-liners, 38–42
in sales email campaigns, 162, 163–64
solving, with emails, 144–45
solving, with lead generators, 117
in testimonials, 87
in videos, 105–6
in weekly tip emails, 149, 151
products
selecting, in Goal Meeting, 170
selling, in sales email campaigns, 161
weekly notifications of new, 155–56
questions, answered by header, 60–64
real estate agents, 126
reciprocity, 117
Regan, Brian, 93
relationships, 7–22
commitment in, 16–22
curiosity in, 9–13
enlightenment in, 13–16
rushed, 19
sales as, 7–9
stages of, 8
transactional business, 64
repetition
in message, 25–27
video as, 105
results, in one-liners, 46–49
Results Analysis and Refinement Meeting, 182–84
sales
pitching products in nurture emails, 147
as relationships, 7–9
sales email campaigns, 159–65
creation of, 163–65
direct sales pitches in, 159–60
and lack of customers’ commitment, 160–61
meetings to create, 178–79
nurture email campaign vs., 161–63
sales funnel(s)
effectiveness of, v
elements of, 28–29
email campaigns in, 136
in Goal Meeting, 169–70
and pace of relationships, 20–21
steps in, 4–5
using BrandScript in, 26
wireframe for, 111
samplers, 122
sample weekly announcement, 147–49
sample weekly tip email, 151–55
search engine optimization (SEO), 98–99
short paragraphs, 140
short sentences, 140
short words, 139
slide shows, 66–67
snap judgments, 10–11
solutions
connected to results, 46–47
in headers, 61–62
offering, in emails, 144–45
in one-liners, 42–46
providing, with lead generators, 117
in sales email campaigns, 162, 163–64
in testimonials, 87
soundbites, 86–87
sound waves, 15–16
status, 12
stories
contrast in, 77–78
as guide, 72
inviting customers into, 99
problems in, 39
tension in, 70–71
StoryBrand
marketing agents certified at, 82
podcast of, 117
research on effectiveness of, 30–31
sales funnels, vi–vii
stakes on website of, 71–72
story loops, closing, 43
stretch goal, setting, 170
success
in one-liners, 48
and stakes, communicated on websites, 73–74
Super Bowl, 24
table readings, 181
TED talks, 106
testimonials
communicating authority with, 84, 85–89
in sales email campaigns, 164
in video, 105
text
on landing page, 103
using too much, 135
three-step processes, 94
timing, importance of, 17
titles
for PDF lead generators, 127–28
for videos, 106
for weekly tip emails, 151
touchpoints
for customer engagement, 19–20
nurture email campaigns as, 141–42
transactional business relationships, 64
trust
with lead generators, 117
with nurture emails, 155
in relationship, 20–21
unsubscribes, 144
value
adding, with statements of problem, 39–40
in emails, 145
lead generators as, 115–16
in testimonials, 87
in weekly tip emails, 151
webinars, 123
websites
mentioning, in emails, 145
purpose of, 55
wireframing of, 174–75
see also wireframed website
weekly announcements, 146–49
weekly notifications, 155–57
weekly tips, 149–55
wireframed website, 53–112
building effective, 111–12
explanatory paragraphs, 98–104
guides on, 82–92
headers, 58–69
junk drawer, 109–11
language used on, 53–54
plans on, 93–97
price choices on, 107–9
stakes discussed on, 70–76
value proposition on, 77–81
video, 105–7
wireframe process, 55–58
wireframe process, 55–58
Wireframe Website Meeting, 173–77
words, power of, 36
worksheets, 120–21