customers make buying decisions based not on what we say but on what they hear.

should be able to answer these questions within five seconds of looking at our website or marketing material: What do you offer? How will it make my life better? What do I need to do to buy it?

Conserving time.

Almost all companies try to sell solutions to external problems, but as we unfold the StoryBrand framework, you’ll see why customers are much more motivated to resolve their inner frustrations.

Defining something the customer wants (to be a respected leader) and connecting it with the customer’s desire for survival (respect within a tribe) opened an enticing story gap for potential clients and, of course, coaching inquiries went up.

PARE DOWN THE CUSTOMER’S AMBITION TO A SINGLE FOCUS

Here’s a storytelling rule that you can immediately apply to your business: attention rises and lowers with the opening and closing of a story gap.

human beings are constantly scanning their environment (even advertising) for information that is going to help them meet their primitive need to survive.

Gaining status, in any tribe, is a survival strategy. Status projects a sense of abundance that may attract powerful allies, repel potential foes