Quotes from Donald Miller

Question 2: How Will It Make Your Customer's Life Better?

the stuff you share on a first date should be short, enticing, and exclusively customer-centric.

Porque al cerebro humano, sea de la región del mundo que sea, le atrae la claridad, y la confusión, en cambio, le produce rechazo.

After three more e-mails like this, our client included an e-mail that contained an offer and a call to action.

When he was almost two, his father was killed in battle during the Seven Years War, the world's first global combat.

The danger with using too many words is that your statement may open up too many story loops.

If somebody buys what you offer, how will it make their lives better?

All experienced writers know the key to great writing isn't in what they say; it's in what they don't say. The more we cut out, the better the screenplay or book.

For clarity and brevity's sake, you'll have to choose the one most significant way your client's lives will improve, and trust that choosing one will be remembered while listing many would be forgotten.

About every third or fourth e-mail in a nurturing campaign should offer a product or service to the customer.

In stories, the external problem is often a physical, tangible problem the hero must overcome in order to save the day.

The job of the second component of your one-liner is to close the story loop, not open more.

Here are some example headlines that work great: "Our customers no longer struggle with . . ." "You don't have to be confused anymore." "The stakes are high!" "Act now and avoid the hassles." "Our heart breaks when we see people struggle with . . .

We would eat chocolates and smoke cigarettes and read the Bible, which is the only way to do it, if you ask me. Don, the Bible is so good with chocolate. I always thought the Bible was more of a salad thing, you know, but it isn't. It is a chocolate thing. We

The key here is to be direct. You don't want to be passive, because being passive communicates weakness. In this e-mail you are clearly making an offer. The formula might look like this:

always remember, people want to be taken somewhere.

If you believe something, passionately, people will follow you. People hardly care what you believe, as long as you believe something. If you are passionate about something, people will follow you because they think you know something they don't, some clue to the meaning of the universe.

Blog subjects, e-mail content, and bullet points on our website can all include elements of potential failure to give our customers a sense of urgency when it comes to our products and services.

Statements like "Our GPS technology allows our driverless lawnmower to be guided by ten different satellites" are going to invite a ton of questions about satellites and robots

A story is a character who wants something and overcomes conflict to get it

how it will make their lives better, and what they need to do to buy it.

Stew Friedman at the Wharton School puts it, defining a "compelling image of an achievable future,"1 leaders captivate the imaginations of their audiences.

unlike a statement such as "Our lawnmower works like a Roomba in that it safely cuts your lawn without you having to break a sweat.

Section 4: The Guide