Quotes about Business

Once you understand how story integrates with your brand message, you'll be able to create communication pieces (and even a brand strategy) that engages more customers and grows your business.

Example from the StoryBrand one-liner: When you clarify your message word starts to spread about your company and your business grows.

Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands.

What most brands miss, however, is that there are three levels of problems a customer encounters.

Just use the words from your BrandScript to populate your sales funnel.

Example from the StoryBrand one-liner: Most business leaders struggle to talk about what they do, so we've created a communication framework that helps people clarify their message. When you clarify your message, word starts to spread about your company and your business grows.

Simply turning our focus to the customer and offering them a heroic role in a meaningful story is enough to radically change the way we talk about, and even do, business.

We must show people the cost of not doing business with us.

If you have a clear message and no sales funnel, your business will not grow.

For example, if we own a house-painting business, our customer's external problem might be an unsightly home. The internal problem, however, may involve a sense of embarrassment about having the ugliest home on the street. Knowing this, our marketing could offer "Paint That Will Make Your Neighbors Jealous".

In order to ease our customers' concerns, we need to place large stones in that creek. When we identify the stones our customers can step on to get across the creek, we remove much of the risk and increase their comfort level about doing business with us. It's as though we're saying, "First, step here. See, it's easy. Then step here, then here, and then you'll be on the other side, and your problem will be resolved.

At StoryBrand, we certainly give away the "why," but we also give away an awful lot of the "how." It's never cost me to be generous with my customers.