Marketing

Made Simple
Your playbook for how to
build a successful sales funnel

with Donald Miller, Dr. J.J. Peterson,

and Koula Callahan

Marketing Made Simple

 Introduction Module Video 1

Welcome to
Marketing Made Simple
Marketing should be easy and it should work. But most business
leaders struggle with marketing. They spend a ton of money on
websites that don’t work. They need to send sales emails, but have no
idea what to say. When leads slow down, they’re at a loss for how to get
them going again.

The secret to solving these marketing problems is a sales funnel. This

course is going to teach you how to create a sales funnel that works.
This course will finally take the guesswork out of your marketing
efforts.

No matter the size of your business, creating a sales funnel is the

easiest way to grow. It’s the marketing playbook you’ve been looking
for. It will work for your business regardless of what you sell or who you
sell to.

How a Sales Funnel will benefit your company:

• They are inexpensive

• You can create them on your own

• No more guessing if you hire a marketing agent,

you know what the deliverables should be

• They get an enormous return

• They win over clients without being pushy

Marketing Made Simple

 TIPS FOR TAKING THIS COURSE
1. Start with Module 1 and work your way through each module. Within
each module, you’ll learn how to create one element of your sales funnel.

2. For each module, watch the instructional video first. This shows you
HOW to craft that particular piece of your sales funnel. In your workbook,
take notes on the main takeaways and what stands out to you.

3. Then, watch the example video within that module. This shows WHAT
that piece of collateral looks like for an actual company. You can find the
examples in the Appendix (seperate download).

4. Pause after each module. Take some time to outline that piece of
collateral for your own company. Don’t feel like you have to write every
word at the very beginning. As long as you have a solid outline, you can
revisit that piece of collateral once you’ve finished the entire course.

5. Choose how you’ll implement it. Once you’ve outlined your sales
funnel:

• Write out each piece of marketing collateral. Then hand that

wireframed sales funnel to a designer to lay it out and develop it for
you.

• Hire one of our StoryBrand Certified Marketers to execute your

sales funnel for you. You can hire one of our Certified Marketers at
MarketingMadeSimple.com

Once you learn the components of a great sales funnel, you’ll have
everything you need to create marketing collateral that grows your business.
But remember — the success of your sales funnel depends on the extent to
which you execute. The more pieces of the sales funnel you implement, the
more your business will grow.

Marketing Made Simple

 Introduction Module Video 2

A Sales Funnel Builds

Relationship With
Your Customers

All relationships move Key Takeaways/Notes

through three phases. A sales
Your marketing collateral should guide your
funnel builds relationships
customers through the phases of relationship.
with your customers over a
period of time and it does
that by obeying the three
phases of relationship.

Phases of Relationship

1. CURIOSITY

If we ask for a commitment before the customer is

2. ENLIGHTENMENT ready, we will come off as pushy and demanding.

3. COMMITMENT

Marketing Made Simple

 A sales funnel guides your customers through these phases at the
natural speed of relationship. It does so with these five parts:

One-liner
Website
Lead Generator
Nurture Campaigns
Sales Campaign

EXERCISE:
Use this checklist to analyze how you guide your customers through
the phases of relationship. Then take notes on what you could do
better.

Is my marketing collateral asking for the sale too soon?

Have I identified how my product helps people survive

and thrive?

Do I make my customers CURIOUS about my product?

Have I ENLIGHTENED my customers as to how I can

help them win?

Have I built trust with my customers before I ask them

to COMMIT?

Additional Notes:

Marketing Made Simple

 Introduction Module Video 3

Why Your Marketing

Should be an Exercise
in Memorization

Use this checklist to Key Takeaways/Notes

analyze whether or not
Your marketing should be an exercise in
your marketing guides
memorization. Your job as a marketer is to figure
people through an
out where you can repeat your message so that
exercise in memorization.
people understand it and don’t forget it.
Then take notes on what
you could do better.

Is my message clear
and simple?

Can customers
immediately
understand what
it is I offer?

Is my message short?

Is my message
repeatable?

Three reasons you want your customers to

memorize your message:

1) ___________________________________________________

2) __________________________________________________

3) __________________________________________________

Don’t be cute or clever. Be clear.

Marketing Made Simple

 Module 1 Video 1

Write Your One-Liner

The formula for a great One- Key Takeaways/Notes

Liner:
A One-Liner is a single statement you can use
1. PROBLEM to help people realize why they need your
What is the main pain point you solve product or service.
for your customers?

2. PRODUCT.
What product or service do you offer
that solves that problem?

EXAMPLE OF A GOOD ONE-LINER

3. RESULT
FROM CIRCUIT E-BIKES:
What positive result will your
customer experience if they buy your
With 110 people moving to Nashville every
product or service?
day, people are wasting more and more
time sitting in traffic. With a Circuit E-Bike
fitted just for you, you’ll get to work faster
and add hours back to your day.

Marketing Made Simple

 CREATE YOUR OWN ONE-LINER

PART 1: PROBLEM Things to consider:

State the problem or pain point that most of your Make sure the first statement is
clients face. a problem and make sure it is a
pain people actually feel.

Pick one problem to focus

on. Don’t try to include every
problem your customer faces in
your One-Liner.

Make sure the problem you

start with is a problem that your
company can actually solve.

PART 2: PRODUCT Things to consider:

Talk about your resolution to the problem you Use your name in the solution.
just stated. This associates your brand with
the problem you solve.

Make sure your solution is

connected to the problem you
just stated.

Do not try to tell everything

you do for your customer in
this section. This is a short,
clear description of what
service you offer.

PART 3: RESULT Things to consider:

Show how your customer will feel and what they This should be the direct
get after you solve their problem. resolution to the problem you
stated in part 1.

Commas are not your friend.

Keep it short and simple.
Focus on just one or two ways
you make your customers’
lives better.

Do not over-promise. Any result

you state in your one-liner
should be something you are
able to deliver.

Marketing Made Simple

 Things to consider:
PUT IT ALL TOGETHER
Say it out loud. Does it
make sense? Does it sound
natural? Sometimes what
looks good on paper does
not translate well when
spoken.

Keep your one-liner simple.

Don’t use inside language or
awkward wording.

If it is hard to say, it will be

hard to memorize. Simplify
it so that everyone on your
team can say it easily.

HOW TO IMPLEMENT YOUR ONE-LINER

When you implement your One-Liner, your business will transform.

Here are a few ways you can incorporate this new tool into your
business.

Memorize it
Have your entire team memorize it
Make it your email signature
Put it on your business card
Make it your bio on all your social media accounts
Make it the first sentence on your “About Us” section
on your website
Paint it on your wall in your retail space

ACTION ITEM
What three things will you do with your One-Liner?

Marketing Made Simple

 Module 2 Video 1

Wireframe Your Website

The header of your website should Key Takeaways/Notes

pass the “Grunt Test.” A website
• Your website guides customers through the
that passes the “Grunt Test”
curiosity phase of the relationship.
answers these three questions that
all customers are asking you: • The reason companies make mistakes on
their website is because they aren’t looking
1. What do you offer? at the website like their customers are
looking at the website.

2. How does it make my life

better?

3. How do I get it?

Before you create your website wiref rame,

remember these things:

Does your website pass the 1. People do not read websites. They scan
“Grunt Test?” Does it answer them.
these three questions?
2. A picture is worth a thousand words.
What do you offer? Use images to illustrate your services.
YES NO
3. Reinforce what you offer throughout your
entire website.
How does it make my life better?
YES NO

How do I get it?

YES NO

Circuit E-Bikes website example from the video can

be found in the appendix download on page 2.
10

Marketing Made Simple

 Module 2 Video 2

SECTION 1: THE HEADER

The job of the header is to get your customer to read the rest of your website.
The way you do this is by writing copy that passes the Grunt Test.

First, answer these questions with clear and concise statements.

WHAT DO YOU OFFER?

HOW WILL IT MAKE YOUR CUSTOMER’S LIFE BETTER?

WHAT IS THE DIRECT CALL TO ACTION? THIS ANSWERS

THE GRUNT TEST QUESTION “HOW DO I GET IT?”

11

Marketing Made Simple

 PUT IT ALL TOGETHER. WRITE YOUR HEADER HERE:

EXAMPLE HEADER:
Circuit E-Bikes

12

Marketing Made Simple

 SECTION 2: THE STAKES
What is at stake if customers don’t buy your product?

To figure out the stakes for your website, answer these three questions:

1. WHAT PROBLEM IS YOUR CUSTOMER FACING?

2. HOW IS THAT PROBLEM MAKING THEM FEEL?

3. WHY IS THAT JUST PLAIN WRONG?

PUT IT ALL TOGETHER. WRITE YOUR STAKES SECTION HERE:

13

Marketing Made Simple

 EXAMPLE STAKES:
Circuit E-Bikes

14

Marketing Made Simple

 SECTION 3: VALUE PROPOSITION
What benefits will your customer experience when they buy your
product or service?

LIST ALL THE VALUES YOUR PRODUCT OR SERVICE OFFERS YOUR CUSTOMER.

Circle the top 3 or 4 that you feel are most compelling.

PUT IT ALL TOGETHER. WRITE YOUR VALUE PROPOSITION HERE.

15

Marketing Made Simple

 EXAMPLE VALUE PROPOSITION:
Circuit E-Bikes

16

Marketing Made Simple

 SECTION 4: GUIDE
To position yourself as the Guide in your customer’s story,
you need to establish empathy and authority.

SHOW YOUR EMPATHY. How can you communicate to your customer that you care
about their primary problem?

SHOW YOUR AUTHORITY. How can you assure your customer that you know what
you are doing to help them solve their problem?

PUT IT ALL TOGETHER. WRITE YOUR GUIDE SECTION HERE.

17

Marketing Made Simple

 EXAMPLE GUIDE:
Circuit E-Bikes

18

Marketing Made Simple

 SECTION 5: PRICING CHOICES OR PRODUCT
DESCRIPTION SECTION (OPTIONAL)
In this section, list out the pricing options that you offer or show the
top three products that you sell.

LAY OUT YOUR PRICING OPTIONS OR PRODUCT DESCRIPTIONS HERE

PRODUCT OPTIONS EXAMPLE:

Circuit E-Bikes

19

Marketing Made Simple

 SECTION 6: THE PLAN
The goal for the “plan” section of your website is to provide your customer
with a simple path that shows how simple it is to do business with you.

WRITE YOUR THREE-STEP PROCESS PLAN. What are the three steps your
customer can take to do business with you? Keep it simple. Only use a few words
for each step.

1.
2.
3.

Each step of the plan should be accompanied by a statement that describes

the benefit for the customer. For instance, if step one in the plan is “Schedule a Call,”
the statement would describe what benefits the customer will experience from that
step. It could be something like this:

SCHEDULE A CALL
This allows us to get aligned
around your vision
and goals for the project.

STEP 1 BENEFITS STEP 2 BENEFITS STEP 3 BENEFITS

20

Marketing Made Simple

 Put it all together. Lay out your three-step plan here:

1 2 3

GUIDE EXAMPLE:
Circuit E-Bikes

Pro Tip: Give your process plan a title that communicates how simple it is
to work with you.

21

Marketing Made Simple

 SECTION 7: THE EXPLANATORY PARAGRAPH
This section should offer customers a more in-depth explanation of
what you offer, how you overcome their problems, and what success
looks like once they use your product or service. One way to write your
explanatory paragraph is to empathize with your customers’ problems
then illustrate what success looks like on the other side. Another way
is to overcome objections your customer might have around doing
business with you.

Think about the top 5 reasons why people would not do business with you.
Then think about a statement that overcomes those objections.

Here is an example for Circuit E-Bikes:

OBJECTION #1 RESPONSE #1
I’m not athletic and not good at No matter what level of rider you are, from
riding bikes. beginner to expert, our electronic bikes give
you that extra boost to help you keep pace
with other riders.

OBJECTION #2 RESPONSE #2
Buying an e-bike is expensive. Though it is an investment up front, you’ll
end up saving a ton of money on gas and
car maintenance once you make the switch
from your car to your e-bike.

List the top five objections you know your customers have. Then craft a
statement that overcomes each objection.

OBJECTION #1 RESPONSE #1

22

Marketing Made Simple

 OBJECTION #2 RESPONSE #2

OBJECTION #3 RESPONSE #2

OBJECTION #4 RESPONSE #4

OBJECTION #5 RESPONSE #5

23

Marketing Made Simple

 PUT IT ALL TOGETHER. COMBINE THESE STATEMENTS INTO A
PARAGRAPH ABOUT HOW YOU HELP CUSTOMERS OVERCOME
OBJECTIONS AND GET TO SUCCESS.

Pro Tip: When you lay this out on your website, don’t show all the text at
once. Show the first sentence or two, then have a button that says “Click to
Read More” that will expand the entire paragraph on that page.

EXAMPLE EXPLANATORY PARAGRAPH:

Circuit E-Bikes

24

Marketing Made Simple

 SECTION 8: LEAD GENERATOR AD
Later in this course, you’ll create a lead generator for your business. For this
section of your home page, you’ll include an ad that gets people to opt-in for
this lead generator.

WHAT IS THE TITLE OF YOUR LEAD GENERATOR? (you can come back to this
section once you’ve watched Module 3 of this course)

IN ORDER FOR SOMEONE TO GIVE YOU THEIR EMAIL ADDRESS, YOU NEED TO
COMMUNICATE THE VALUE THEY’LL GET FROM THE LEAD GENERATOR YOU’RE
ADVERTISING. HOW WILL THIS LEAD GENERATOR BENEFIT YOUR CUSTOMER?

PUT IT ALL TOGETHER: WRITE YOUR GUIDE SECTION HERE.

25

Marketing Made Simple

 LEAD GENERATOR AD EXAMPLE:
Circuit E-Bikes

26

Marketing Made Simple

 SECTION 9: VIDEO (OPTIONAL)
This section will house your video if you have one. Don’t include a video
just for the sake of including a video. Not every website has to have one.

Tips for effective videos:

Keep it short. The appropriate length varies from brand to brand, although
most experts say videos should be shorter than three minutes.

Give your video a title that gives your customer a reason to push “play.” If you
don’t give customers a reason to click “play” they won’t ever watch it.

Use videos when it’s important to show, not tell.

WHAT IS THE TITLE FOR YOUR VIDEO?

MAKE SURE THE TITLE “SELLS” THE PLAY BUTTON.

27

Marketing Made Simple

 SECTION 10: THE JUNK DRAWER
The Junk Drawer is the final section on your website that includes any
additional links or information about your company (Careers Page,
Terms and Conditions, FAQs, Blog, etc).

WHAT ARE YOU GOING TO INCLUDE IN YOUR JUNK DRAWER?

JUNK DRAWER EXAMPLE:

Circuit E-Bikes

Additional website examples from the video can

be found in the appendix download on page 18.

28

Marketing Made Simple

 Module 3 Video 1

Creating a
Lead Generator

Use this checklist to Key Takeaways/Notes

assess how effective your
current lead generator is: • Your lead generator guides your customer
through the enlightenment phase of
Positions you as relationship.
the guide
• A lead generator is an excellent way to generate
Stakes claim to highly qualified leads for your business.
your territory
• A lead generator allows a customer to continue
Qualifies your
to engage with your brand without having to
audience
place an order.
Creates trust by solving
a problem

Is worth an
email address

Has a catchy
(but clear!) title

Is my current lead
generator effective?
Why or why not?

29

Marketing Made Simple

 Types of Lead Generators What other ideas would make a strong lead
You Can Create generator for my business?

Checklist

Host an interview with

an industry expert

Reusable worksheet

A giveaway that
convinces people
to enter

Sampler

Webinar

Keynote presentation

Value list

Pitfall list Brainstorm ideas and titles of lead generators

you can create.
Open house

30

Marketing Made Simple

 Module 3 Video 2

Creating a Lead
Generating PDF

Mistakes to avoid Key Takeaways/Notes

when creating a lead
generator:

1. Focusing on too many

problems at once

2. Using too much text

3. Being too vague

4. Having an
uninteresting title

Circuit E-Bikes website example from the video can

be found in the appendix download on page 2.

31

Marketing Made Simple

 CREATE YOUR LEAD-GENERATING PDF
Refer to the example lead generator for Circuit E-Bikes as you work through this
section. Feel free to download the appendix in the additional resources section of
this course.

CATCHY TITLE:

SECTION 1: INTRODUCE THE PROBLEM

Things to consider:

What’s a problem your customer

is experiencing?

In the first paragraph, identify

the external and internal
problems your customer faces.

What is an empathetic
statement you can make about
their pain? And what have you
accomplished that would elicit
trust that you can solve their
problem?

SECTION 2: RAMP UP THE PROBLEM AND OFFER A SOLUTION

Things to consider:

Agitate the problem a little

further. Speak, perhaps, to the
emotional frustration a person
may experience because they
are dealing with the challenge
you help solve.

How will you ramp up the

stakes?

32

Marketing Made Simple

 SECTION 3: DELIVER THE VALUE

Things to consider:

Spell out the solution in a

step-by step plan or in a list of
tips. Offer the five tips, expert
advice, or worksheet that can
help your customer overcome
their problem. This is the main
content of the PDF.

Each of these tips either shows

the value of your product or
service, or gives customers
information to overcome a
problem.

SECTION 4: CAST A VISION AND CALL TO ACTION

Things to consider:

Close with a vision of what

life looks like after they have
purchased from you.

Cast a vision for what life can be

like for your customer.

Close out the PDF with a strong

call to action.

Additional PDF examples from the video can be found

in the appendix download beginning on page 26.

33

Marketing Made Simple

 Module 4 Video 1

Developing Effective
Nurture Emails

Types of nurture Key Takeaways/Notes

campaigns
• An email nurture campaign guides your
• Announcements customer through the commitment phase of
relationship.
• Tips or inspiration
• An email nurture campaign is a series of emails,
• Weekly notifications delivered regularly, that offer value to your
customers.
• Valuable content you’ve
curated

Four tips for

creating effective
nurture campaigns

1. Position your brand as

the Guide

2. Remind people of the List at least 3 ideas for nurture campaigns you can
problem you solve create. You might even create a nurture campaign
for different audiences, if you have them.
3. Offer value and create a
sense of reciprocity

4. Remind people you exist

Nurture email examples from the video can be

found in the appendix download on page 58.

34

Marketing Made Simple

 Module 5 Video 1

A Proven Formula
for a Sales
Email Campaign

• The point of a sales Key Takeaways/Notes

campaign is to close
the deal. This is the
ultimate commitment
f rom your customer.

• A customer who
gives you their email
address is a highly
qualified lead.

Now, let’s create your email sales campaign.

Follow the prompts in your workbook and
Types of emails in a sales complete each exercise.
campaign
Note to participant: the entire sales email
• Delivery of asset
campaign for Circuit E-Bikes is in the appendix
• Problem and Solution
download.
• Testimonial
• Overcome an
Use the following pages to write the six types
Objection
of emails that will make up your effective sales
• Paradigm Shift
campaign:
• Sales Letter

35

Marketing Made Simple

 EMAIL #1: DELIVER THE ASSET.
Thank your customer for downloading the f ree resource (your lead
generator). Don’t try to sell them on anything.

A few things to remember:

There should be very little text in this email

Add enormous value and show how the lead generator will solve the
customer’s problem

You’re giving away free stuff - don’t oversell

Circuit E-Bikes delivery asset email example from the video

can be found in the appendix download on page 9.

36

Marketing Made Simple

 Write the first email of your sales sequence:

37

Marketing Made Simple

 EMAIL #2: PROBLEM + SOLUTION
In the second email, identify a problem your customer is facing that
is preventing them from getting what they want. Acknowledge and
resonate with their pain. Then, introduce your product or service as the
solution that is going to resolve that exact pain point.

A few things to remember:

Be specific when identifying the problem

Position your product as the solution to the problem

Identify specific benefits your product will deliver to the customer that
shows how their problem will be resolved

Make sure to talk about both the external and internal problem your
customer is facing

Show how your product solves both problems

Close with a P.S. at the end of your email

Circuit E-Bikes problem + solution email from the video

can be found in the appendix download on page 10.

38

Marketing Made Simple

 Write your problem/solution email:

39

Marketing Made Simple

 EMAIL #3: TESTIMONIAL
The third email should be a customer testimonial. Find someone who
has experienced success with your product or service, and get that
person to describe their success to other potential customers. When
gathering this testimonial, capture the problem your customer was
facing prior to buying your product. Then, have them explain how your
product resolved their pain points. Finally, ask them to describe the
successful results they have experienced.

A few things to remember:

The customer testimonial should not be about you — It should be about

how the customer overcame a problem and experienced success with
your brand.

The testimonial email could be a note f rom a customer or a video clip of

a customer talking about their success.

End the email by showing the customer’s specific success and include a
strong call to action.

Circuit E-Bikes testimonial email from the video can be

found in the appendix download on page 11.

40

Marketing Made Simple

 Write out your testimonial email:

41

Marketing Made Simple

 EMAIL #4: OVERCOME AN OBJECTION
Why do most people NOT buy your product or service? In this email,
you want to speak to that common resistance, and then overcome it
with specific benefits the customer will experience.

A few things to remember:

The objection you overcome in this email should be the main point of
resistance your customer has around buying your product or service

When overcoming the objection, use empathy and authority

It’s always a good idea to include a “P.S.” section in this email that adds
additional value and further overcomes the objection

Circuit E-Bikes overcome an objection email from the

video can be found in the appendix download on page 12.

42

Marketing Made Simple

 Write an email that overcomes a major objection your
potential customer has:

43

Marketing Made Simple

 EMAIL #5: PARADIGM SHIFT
This email shows how your product or service is different than the
competition. The easiest way to do this is to highlight how your
customer’s current way of thinking is costing them something. This
email shows that the way you approach your product or service is
different and better. We call this a “paradigm shift.”

A few things to remember:

Make sure to establish the problem you solve first. Connect your unique
solution to that problem

Pick a paradigm shift that makes you stand out f rom the crowd

You don’t need to bash your competition to stand out. Just point out
how your thinking and approach is better

What is a major paradigm shift you can highlight for your customers?
Most people think

But really they should think

Circuit E-Bikes paradigm shift email from the video can

be found in the appendix download on page 14.

44

Marketing Made Simple

 Write your paradigm shift email:

45

Marketing Made Simple

 EMAIL #6: SALES LETTER
Now it’s time to close the deal and get an order. It’s smart to close an
email campaign with a sales letter. You can also send one-off sales
letters to qualified leads to get them to make a purchase.

1. Start with the problem: A good sales letter begins with the primary
problem your customers are facing.

2. Identify the emotional or philosophical struggle: Ramp up the pain

point by diving into the emotional struggle your customers are facing as
a result of the problem.

3. Brief Testimonial or Success Story: Show how your product or service

has solved this same problem for other people by using a testimonial or
success story.

4. Explain your offer: Focus on how this offer helps your potential
customer overcome their problem and get to success.

5. Direct Call to Action: Ask your customer to buy your product or service.
Your call to action in a sales letter should be clear, direct, and focused.

6. Illustrate What Success Can Look Like for Your Customer: Paint a
picture of what your customers’ life could look like if he/she buys your
product or service.

7. Repeat your Call to Action: Include another call to action.

8. Include a P.S. Section: The P.S. of a sales letter can include a limited-
time offer or a bonus.

A few things to remember:

Include the direct call to action and include it more than once!

Be clear and specific when illustrating the success your client

will experience

Don’t be afraid to sell — It shows confidence in your product’s ability to

overcome their problem and helps position you as their Guide

Circuit E-Bikes sales email from the video can be

found in the appendix download on page 15.
46

Marketing Made Simple

 Write your sales letter email using this 8-part formula.

Another example sales email can be found

in the appendix download on page 69.

47

Marketing Made Simple

 Module 5 Video 3

Writing Better
Email Copy

Tips for Writing Key Takeaways/Notes

Great Emails.

Writing great emails is an

art form. You can follow
these formulas, but know
that there is a ton of room
for you to improvise.

48

Marketing Made Simple

 Execution Module Video 1

Execution is
What Matters Most

6 steps to execute on Key Takeaways/Notes

what you’ve learned
You will only see results when you execute on what
1. Conduct a “war you learned in this course. You don’t have to do it
room” day all at once, but you do need a plan to get it done.

2. Give specific individual

instructions

3. Set a follow-up
meeting(s)

4. Launch

5. Analyze the results

6. Adjust the sales funnel

Full sales funnel example for HogEye Cameras can be

found in the appendix download starting on page 70.

49

Marketing Made Simple

 My Marketing Made Simple
Execution Plan
Action item Deadline Owner Notes

Need help implementing? We’ve certified marketers who’ve mastered this exact
framework and know how to implement it in businesses like yours. You can find
and hire a StoryBrand Certified Marketer at marketingmadesimple.com.

50

Marketing Made Simple

BusinessMadeSimple.com