How long will we last if we keep talking about aspects of our products our customers don’t care about?

The brain remembers music and forgets about noise just like the brain remembers some brands and forgets about others. If a character or scene doesn’t serve the plot, it has to go. When storytellers bombard people with too much information, the audience is forced to burn too many calories organizing the data. People don’t buy the best products; they buy the products they can understand the fastest.

1. A character

2. A problem

3. A guide

4. A plan that calls them to action to avoid failure and end in success

Answer three questions

Principle #1: The customer is the hero not your brand.

Principle #2: Companies tend to see solutions to external problems, but customers buy solutions to internal problems. By talking about the problems our customers face, we deepen their interest in everything we offer.

Principle #3: Customers aren’t looking for another hero, they’re looking for a guide.

Principle # 4: Customers trust a guide who has a plan.

Principle # 5: Customers do not take action unless they are challenged to take action.

Principle # 6: Every human being is trying to avoid a tragic ending

Principle # 7: Never assume people understand how your brand can change their lives. Tell them.

1. The villain should be a root source.

2. The villain should be relatable.

3. The villain should be singular.

4. The villain should be real.

They promise an aspirational identity.

They promise to solve a problem.

They state exactly what they do.

Obvious Calls to Action

Images of Success