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

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.

For instance, if step one in the plan is to “set up a call,” what benefits will they receive from that call? Will it save them time, will they find out if they’re a good fit, will they get information they currently don’t have? If step two in the plan is to “get a plan,” will they stop wasting time, will they get your expert advice, with they have

What your customer really wants is to be invited into a story. And your explanatory paragraph is going to accomplish exactly that.

People Have to Get Curious and Enlightened Before They Will Commit

We do not have to take the place of their parents or their spouses. That’s creepy.

When a customer sees a lot of text, they start thinking you’re going to make them work too hard to buy your product and they’re more likely to bounce.

second stage of relationships. I wanted the company to enlighten me about how, exactly, their product was going to increase my chances of survival.

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

The next phase of your marketing should enlighten them about how your products work to solve their problems.