[My review of the 12min summary]

The book appears to be targeted at online sellers. The authors present their "ridiculously pragmatic" five-step marketing blueprint. This blueprint is based on a series of emails and your website. The book makes a lot of sense. If you're trying to run an online business, this is an excellent book to learn marketing from.

The authors say that an online business relationship follows the same path as an actual human-to-human relationship. These relationships are built slowly and move through three stages: 1. Curiosity 2. Enlightenment 3. Commitment

This is where the five-step marketing blueprint comes in. It guides the customer through this journey.

STEPS ONE AND TWO You draw the customer through the Curiosity stage with the One-Liner and the Website.

The One-Liner has three parts: 1. Start with the problem 2. State the solution in the middle 3. Close things out by revealing the result of the solution

The Website should have most or all of these nine parts: 1. The header 2. The stakes 3. The value proposition 4. The guide 5. The plan 6. The explanatory paragraph 7. The video 8. Price choices 9. Junk drawer

STEPS THREE AND FOUR You then drag the customer through the Enlightenment stage with Lead Generators and Nurture Emails.

The Lead Generator should accomplish the following: 1. Position you as the guide 2. Stake claim to your territory 3. Qualify your audience 4. Create trust by solving a problem 5. Create reciprocity 6. Have an interesting title

The three most common types of Nurture Email campaigns are: 1. Weekly announcements 2. Weekly tips 3. Weekly notification

STEP FIVE Finally, you hogtie your customer with the Sales Email Campaign. There are many approaches to this. Here's one series they suggest: 1. Deliver the asset (the lead generator) 2. Problem + solution 3. Customer testimonial 4. Overcome an objection 5. Paradigm shift 6. Sales email

Final Notes (quoted from 12min) "In the first chapter of 'Marketing Made Simple,' Donald Miller and his contributing writer Dr. J.J. Peterson bemoan the fact that 'most business books are long on theory and short on application' and vow to tell their readers exactly what they should do and in what order to do it so that their marketing works. Anyone who has read 'Marketing Made Simple' would probably agree the two have delivered on their promise.

"The book is not just another theoretical introduction to marketing, but an easy-to-read, step-by-step practical guide to building a marketing platform and growing a company. Simple, specific, and straight to the point, 'Marketing Made Simple' will help anyone who struggles with the execution of a marketing strategy. Especially if you’re in charge of the marketing for your company——to quote Miller and Peterson——consider this your new playbook."