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An excerpt from Building a StoryBrand:
“Most companies waste enormous amounts of money on marketing. We all know how mind-numbing it is to spend precious dollars on a new marketing effort that gets no results. When we see the reports, we wonder what went wrong, or worse, whether our product is really as good as we thought it was.
But what if the problem wasn’t the product? What if the problem was the way we talked about the product?
The problem is simple. The graphic artists and designers we’re hiring to build our websites and brochures have degrees in design and know everything about Photoshop, but how many of them have read a single book about writing good sales copy? How many of them know how to clarify your message so customers listen? And worse, these companies are glad to take your money, regardless of whether you see results or not.
The fact is, pretty websites don’t sell things. Words sell things. And if we haven’t clarified our message, our customers won’t listen.
If we pay a lot of money to a design agency without first clarifying our message, we might as well be holding a bullhorn up to a monkey. The only thing a potential customer will hear is noise.
Still, clarifying our message isn’t easy. I had one client say that when he tried to do so, he felt like he was inside the bottle trying to read the label. I understand. Before I started StoryBrand I was a writer and spent thousands of hours staring at a blank computer screen, wondering what to say. That soul-wrenching frustration led me to create a “communication framework” based on the proven power of story, and I swear it was like discovering a secret formula. The writing got easier and I sold millions of books. After using the framework to create clear messages in my books, I used it to filter the marketing collateral in my own small company. Once we got clear, we doubled in revenue for four consecutive years. I now teach that framework to more than three thousand businesses each year.
Once they get their message straight, our clients create quality websites, incredible keynotes, e-mails that get opened, and sales letters people respond to. Why? Because nobody will listen to you if your message isn’t clear, no matter how expensive your marketing material may be.
At StoryBrand we’ve had clients double, triple, and even quadruple their revenue after they got one thing straight—their message.”
For more top-of-the-line marketing advice from Don Miller and his StoryBrand framework, buy Building a StoryBrand at your preferred retailer.