StoryBrand 2.0 Chapter 1
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15 Terms
the key to getting customers to listen
clarifying your message
what is marketing collateral?
a collection of printed or digital media used to promote a company
what is a main reason most marketing collateral fails?
The marketing is too complicated for the brain to comprehend clearly
what was Mistake Number One brands make?
they fail to focus on aspects that will help people thrive and survive
what causes people to ignore brands or products?
the way people talk about them
what is Mistake Number Two brands make?
they require customers to do too much work to understand their offer
a message that requires too much effort is ignored because
people are easily distracted
effective marketing prioritizes customer comprehension over
company self-expression
what are the three components of the five-second test or the grunt test?
can you identify the offer?
can you identify the customer benefit?
can you identify the next action?