Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business

Remember, customers do not move into confusion.

Before you create your sales funnel, come up with three or four things you want your customers to know about your brand.

Regardless, the point is this: to pique somebody’s curiosity, you must associate your products with something that will help them survive.

A nutritional supplement company we worked with introduced me to their line of products by saying they give their customers more life and more fulfillment. That sounds great but the

When you ask the first person what they do, they tell you they are a private chef. You curiously inquire how they got started, who they have cooked for, and the conversation quickly turns to the chef’s favorite restaurants in the area. It never occurs to you that you might need their services.

the purpose of negative stakes in a story is to contrast with the happy ending we all want to experience.

I know this all sounds harshly utilitarian, but it’s quite normal and healthy. Each of us are trying to live a meaningful story, and not everybody or everything is useful to whatever story we’ve decided to live.

Remember, marketing is an exercise in memorization. That means you have to speak in simple, clear language. And that language needs to tell people how you can help them survive.

Stating the Problem Is a Way to Be Remembered in Your Customer’s Mind Always start your one-liner by stating the problem. What’s the obvious response when your coworker tells you he has a headache? • Coworker: “I have a headache.” • You: “Do you want an Advil?”

A one-liner is a concise statement you can use to clearly explain what you offer. It is the most powerful tool you can use to make customers curious about your brand. A one-liner makes people lean in rather than tune out at cocktail party.