Quotes from Donald Miller

To take advantage of this offer, just call us. You don't even have to know when the next time you're going to leave town is, we will just mark you in our system as having taken advantage of the offer. Call us today at 555–5555.

while marketing puts the right words together to pique a customer's interest and close the deal.

Instead, we hear statements like "Make migraines a memory" or "Fuel efficiency for the future" or "Rain ought to stay on the outside of your house!" None of those cute and clever statements will sell anything.

he did believe we were designed to search for and find something. And he wondered out loud if the point wasn't the search but the transformation the search creates.

We can't wait for your dog to experience the Crest Hill difference. Sincerely, X P.S. Make sure to call today. The call will only take a couple of minutes, and you'll be in our system forever. After you call, your dog's favorite home away from home will be waiting whenever you're in need of a safe, reliable, and fun-for-your dog solution.

Most of us are so concerned with the way our brand looks and feels, we neglect to communicate what customers are actually looking for: a solution to their problem.

When we demonstrate empathy and authority, our customer instantly recognizes we are the person who can help them win the day.

Note that the call to action is strong and contains a degree of scarcity because it is a one-time offer. Anyone who reads this e-mail knows exactly what we want them to do: board their dog at Crest Hill.

The One-two Punch of Empathy and Authority

we think we are the same person, but we aren't. "People get stuck, thinking they are one kind of person, but they aren't.

must always know who the hero is, what the hero wants, who the hero has to defeat to get what they want, what tragic thing will happen

You should enlighten your customers about how your product works to solve their problem.

one-liner makes people lean in rather than tune out at cocktail party.

ROADMAP TASK FOUR: COLLECT AND TELL STORIES OF TRANSFORMATION

not having a clear call to action is the equivalent of telling customers you don't really believe in your product and don't think that product can solve their problems and change their lives.

What we think we are saying to our customers and what our customers actually hear are two different things.

People love movies about characters who transform, and they love businesses that help them experience transformation themselves.

When stating the solution to your customer's problem do three things:         ââ'¬Â¢  Connect the solution directly to the problem.         ââ'¬Â¢  Close the story loop.         ââ'¬Â¢  Avoid using cute and clever language as a substitute for clarity.

The most often repeated commandment in the Bible is "Do not fear." It's in there over two hundred times.

a half million books, all of them smelling like dust and ink, two terrible smells that blend mystically to make something beautiful.

Exercise Talk about your solution to the problem you just stated. Example from the StoryBrand one-liner: At StoryBrand we've created a communication framework that helps people clarify their message.

When a story demands transformation, you are much more likely to transform.

Dale el papel de héroe al cliente siempre, y que tu marca sea la guía. Siempre. Si no, morirás.

The external problem CarMax resolves is the need for a car, of course, but they hardly advertise about cars at all. They focus on their customers' internal problems and, in doing so, entered one of the least-trusted industries in