Building a StoryBrand: Clarify Your Message So Customers Will Listen

People trust those who understand them, and they trust brands that understand them too

This means that when we ramble on and on about how we have the biggest manufacturing plant on the West Coast, our customers don’t care. Why? Because that information isn’t helping them eat, drink, find a mate, fall in love, build a tribe, experience a deeper sense of meaning, or stockpile weapons in case barbarians start coming over the hill behind... See more

In every line of copy we write, we’re either serving the customer’s story or descending into confusion; we’re either making music or making noise.

Here is nearly every story you see or hear in a nutshell: A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN, and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.

Simply put, we must show people the cost of not doing business with us.

Never assume people understand how your brand can change their lives. Tell them.

Every human being wakes up each morning and sees the world through the lens of a protagonist. The world revolves around us, regardless of how altruistic, generous, and selfless a person we may be