Failing to attract new customers in a world that is constantly filled with constant, on demand distractions? Miller shows how to use storytelling to make your messaging and branding simpler and more effective in a straightforward, common sense approach.
The basic story framework you can customize to write your "brand script": A character who wants something encounters a problem before they can get it. At the peak of despair, a guide steps into their lives, gives them a plan, and calls them to action. That action helps them avoid failure and end in success. Each rep should be actively thinking about how this weaves into their sales process.
Key takeaway: Many business owners and marketing managers invest heavily in tactics (websites, social media marketing, email marketing, etc.), but rarely have they developed a clear and compelling message that actually worked
Quote of the book: ”Almost all companies try to sell solutions to external problems, but customers are much more motivated to resolve their inner frustrations.”
Read More: Home