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

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

When it comes to marketing, the header on your website, the subject line of your email, the opening statement of your proposal, the title of your lead generator, your entire elevator pitch, the first line of your keynote address, and a thousand other things need to succinctly express one of the ways you help people survive. If they don’t, people wi

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

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, 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.

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.

A human brain is designed to experience pleasure when it understands something and fear or resistance when it doesn’t. This is a basic survival mechanism and it’s one that very few companies take into account when they communicate with their customers.

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.