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

The reason asking for a commitment too early in a relationship doesn’t work is because a commitment is risky, and taking risks works against our survival mechanisms.

Remember, customers do not move into confusion.

“How much is a confusing message costing you every day? How many customers are bouncing from your website? How many people are ignoring your brand? How many customers are you losing to the competition?”

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

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

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.

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.

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?”