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

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.

WORDS MAKE WORLDS Our entire world is made with words.

After piquing your customers’ curiosity on a website, in an email, or in some form of advertising or sales presentation, the next question they will likely ask is “but how?”

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.

The brain is only willing to go so far before it decides it would rather live in a happy world, even if that world is a fictional construct.

But don’t be tricked into telling a boring story. The stakes matter, and if you don’t let people know

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?”

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.