Why most marketing is a money Pit and a failure
Donald Miller had me at the word "clarify". If you sell anything, whether it is an idea, a service or a product, you will return to this easy to use how-to book again and again.
"In his book, Building a StoryBrand, Donald Miller is on a mission to help you clarify your message, develop quality websites, incredible keynotes, emails that get opened and sales letters people respond to. He does this because he knows that business, through the solutions they serve their customers, can change the world for the better. However, he knows that quality products and services on their own are not enough. As entrepreneurs, we’re not just in a race to get our products to market; we’re also in a race to communicate why our customers need our products in their lives. The clarity of our offer is what separates the winners from the losers in business.
"The reason most marketing collateral is a waste of money and doesn’t work is that the marketing is too complicated. Our brains don’t process the information. The more simple and predictable the communication format, the easier it is to digest. Story is so effective as a communication framework because it is a sense-making mechanism. It makes music out of the noise.
"All stories have essentially the same flow…and we’ve been hearing them since we were babies and our moms our dads read us storybooks. Hence, this communication conveyed in a story format puts everything in order for us so our brains don’t have to work to understand what’s going on. Now, don’t you want to develop that sort of enjoyable communication experience that delights and engages your customers?"
Book Review: Building a StoryBrand: Clarify Your Message So Customers Will Listen