StoryBrand

THIS is why most businesses fail... It's because they have a broken message. Confusion creates stress in the customer's mind, and your brain thinks of that stress as a threat. If you confuse, you lose.

Nobody wants to hear your story. I know that sounds harsh. But it's the truth that will save your business.⁠ 👀 ⁠ Most entrepreneurs think the key to growing their business is telling their story better. ⁠ ⁠ It won't work.⁠ ⁠ Your customer woke up this morning thinking about their own problems. Not yours.⁠ ⁠ Stop asking "how do I tell my story better?"⁠ ⁠ Start asking:⁠ ⁠ ✔️ What problem is my customer stuck in right now?⁠ ✔️ What does their life look like if that problem never gets solved?⁠ ✔️ How do I show up as the guide who gets them out?⁠

👀 Does your messaging need an intervention? Sound familiar? 👉 Your website gets traffic but doesn’t convert. 👉 No two people on your team describe the business the same way. 👉 Sales cycles drag on too long. 👉 Competitors with weaker offers are winning. If any of those sound like you, your message is probably costing you sales.

When your customer says, "I'll think about it," THIS is what they really mean. 👇 They have to think about your offer because you haven't made it clear what problem you solve. Your product should solve a problem for your customer. When you position it as the solution, your customer can easily understand the value of your product. You need to invite your customer into a story where they're the hero & you're the guide helping them solve the problem they're currently experiencing.

Get clear on what your brand is against and watch it grow. Start by identifying what your brand is against. Whether it’s outdated practices, lack of transparency, or endless red tape, knowing what you stand against gives you clarity, focus, and a competitive advantage. When you know what you’re against, your brand gets stronger, and your audience gets excited. People want to be part of something bigger than themselves.

Your customer is looking for a solution to the problem they're experiencing. When you make yourself the hero of the story, they can't see how you can help them solve their problem. You want to position yourself as their guide. Your customer is the hero of the story, and you're helping them achieve success by solving the problem they're experiencing. You aren't the Luke Skywalker of the story. You're Yoda, guiding them along the path to solve their problem.

The most effective (and one of the most inexpensive) methods to market your business is through word-of-mouth referrals. How do you train your customers to market for you? Give them memorable & repeatable words that they can say over & over again. Try this and watch your referrals grow. 🚀

Your product should exist to solve your customer's problem. When you clearly state how your product is the solution to the pain they've been experiencing, your customer is intrigued. But... how do you get them to take the next step towards purchase? You need to call them to action and invite them into a story where they are the hero and you are their guide. This is rule #4 of the 4 Rules of Messaging: make your customer the hero.

If customers can't explain what you do, you're losing sales every day. Sometimes, you're too close to your business to explain what you do in a way that makes sense to your ideal customer. Lee LeFever calls this the "curse of knowledge."

👀 Did you know that every person in America sees approximately 4,000 ads in a day? This means that your marketing efforts are most likely getting ignored. In a world full of noise, your marketing has to be as crystal clear as ever. When you make your customer THINK about what you're selling, they will tune you out and you'll lose the sale. This is Rule #1 of the 4 Rules of Messaging: make it ZERO cognitive load.

This is the hidden cost of being too scared to talk about your product: your sales won't grow the way you know they should. Want to learn how to talk about your product in a way that makes your ideal customers lean in? Make it ZERO cognitive load. What does this mean? 👇 Don't make your customer think about what you're selling.

You might have the best product, but if you don't have a clear message, you're probably standing in your own way. You know your product inside & out, and you might be using language that is confusing to your customer. You're too close to your product. Lee LeFever calls this "the curse of knowledge." When you use confusing language, your customer won't do the work to try to understand what you're selling. Your message needs to be ZERO cognitive load. This is Rule #1 of the 4 Rules of Messaging.

Your customer is looking for a solution to the problem they're experiencing. When you make yourself the hero of the story, they can't see how you can help them solve their problem. You want to position yourself as their guide. Your customer is the hero of the story, and you're helping them achieve success by solving the problem they're experiencing. You aren't the Luke Skywalker of the story. You're Yoda, guiding them along the path to solve their problem.

Ever struggle to answer the question: "So, what do you do?" Most of us give our job title: "I'm the CEO of a marketing company," or "I own a plumbing business." 🤝 Here's the problem with answering that way: When you lead with your title or your company name, you devalue what you actually do. The person you're talking to has to burn calories figuring out what problem you solve. There's a better way to answer, and it's called the one-liner. The formula has three parts: problem, product, result. Part 1: The Problem: Your one-liner starts with a problem because the problem is the hook. Part 2: The Product: Once you've opened the story loop, you introduce your product or service as the solution. Part 3: The Result: The third part is the happily ever after. Try this the next time someone asks you, "So, what do you do?"

You need to link your product to SURVIVAL. 👀 In today's day & age, survival looks like this: saving money, saving time, better health, etc. You need to tell your customer how your product solves a problem that they're currently experiencing. Link it to survival, and watch your sales increase.

Nobody should have to work to understand your offer. The moment they have to stop and translate what you say, you've lost them. For example... "Dissolves Hair" sells drain cleaner. "Engineered for today's modern plumbing" does not. Your message needs to be zero cognitive load. This is Rule #1 of the 4 Rules of Messaging. Get access to our free guide here: bit.ly/4wwBj1i

The biggest mistake that businesses make... ❌ They make themselves the hero. Your CUSTOMER is the hero of the story. You're the guide, helping them solve a problem they're experiencing.

You invested in a beautiful new website, but it isn't converting. We know the pain. THIS is probably why: you're not using the right words. When your message is confusing, your customers won't do the work to understand what you're actually selling. They'll ignore you (or worse, they'll buy from your competitors).

If your customer says "Let me think about it," it's probably because your message isn't clear. When you position your product as the solution to the problem they're experiencing, your customer doesn't have to work to understand what your offer is. Your customer needs a plan to success. When you make that plan easy to understand in 3 simple steps, you provide them with the game plan to solve their problem. When you reduce cognitive load, your customers will place more orders.

The human brain daydreams 30% of the time. ☁️ If you don't position your product as a solution to the problem your customer is experiencing, you'll get ignored. You need to link your product to survival. bit.ly/4wwBj1i