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THIS ISSUE INSIDE 1
Why Mid-Pandemic Is the Perfect Time to Hire
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The Trick to Earning Quality Testimonials
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Client Success Story
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How to Create Blog Posts People Actually Care About
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Spotlight Branding’s Industry-Leading Podcast
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How StoryBrand Can Clarify Your Message and Attract Customers
DOES IT FEEL LIKE YOUR CUSTOMERS ARE IGNORING YOU? USE STORYBRAND TO GET THEIR ATTENTION
What if one small shift in your messaging could change the way you do business and make you more successful? No, it won’t cost you thousands of dollars in your marketing budget. In fact, it will save you money in the long run because it will make your marketing more effective. Though it may not feel easy at first, this simple shift accomplishes a big task: It makes your customer, not your business, the star of your advertising. That’s the concept behind StoryBrand, a marketing framework developed by author Donald Miller that has changed the game for thousands of companies. StoryBrand helps businesses clarify their message by making them answer the crucial question of how their company will help customers survive and thrive.
As Miller has figured out, the easiest, most engaging way for humans to digest information is in the form of a story. Think about some of your favorite high school teachers. Did they spice up a lecture about American history with anecdotes of George Washington or Benjamin Franklin? Did your biology teacher regale you with stories of their trip to the Galapagos? Chances are when someone has your attention, it’s because they’re telling a story, and StoryBrand teaches you how to use stories to do the same for your business. At its core, every story contains a hero, something the hero desires, an obstacle the hero must overcome, and a guide who helps the hero on their journey. These are elements you can utilize in your messaging. To do so
effectively, your business must address three crucial questions:
1. 2.
What does the hero (your customer) want? Who or what is opposing the hero’s journey to get what they want? What will the hero’s life look like if they do (or do not) get what they want?
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By recognizing your customer’s journey and positioning them as the hero and your company as their guide, you can create messaging they actually hear rather than marketing that simply sounds like the rest of the noise out there. In fact, we use the StoryBrand framework to guide how we write our website copy for our clients! Learn more about the StoryBrand process at StoryBrand.com.
More Referrals. Better Clients. Higher ROI.
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