Quotes About Communication

Unless we identify something our customer wants, they will never feel invited into the story we are telling.

A Sales Funnel Controls the Pace of the Relationship In a relationship, you talk about things on a fourth or fifth date you might never talk about on a first date.

Never forget, you aren't telling a story about yourself here, you are inviting customers into a story. In that story, you play the guide, not the hero, so position yourself as the customers' guide and then get back to inviting them into a meaningful story.

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

Commas are not your friend.

People don't buy the best products; they buy the products they can understand the fastest.

Because nobody will listen to you if your message isn't clear, no matter how expensive your marketing material may be.

La esencia del branding es crear mensajes sencillos y relevantes que se puedan repetir una y otra vez, de manera que podamos «dejar nuestra marca» en la consciencia del público.

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.

Even if we have the best product in the marketplace, we'll lose to an inferior product if our competitor's offer is communicated more clearly.

When we identify something our customer wants and communicate it simply, the story we are inviting them into is given definition and direction.

How many sales are we missing out on because customers can't figure out what our offer is within five seconds of visiting our website?

nobody will listen to you if your message isn't clear

The more simple and predictable the communication, the easier it is for the brain to digest. Story helps because it is a sense-making mechanism.

The two things a brand must communicate to position themselves as the guide are Empathy Authority

our customers don't care. Why? Because that information isn't helping them eat, drink, find a mate, fall in love, build a tribe, experience a deeper sense of meaning, or stockpile weapons in case barbarians start coming over the hill behind our cul-de-sac.

When we fail to define something our customer wants, we fail to open a story gap.

There are no shadows in our family," Paul said. "We don't hide anything. But that's a tough place to get to. It takes work and it's painful.

Creating a one-liner and repeating it over and over is a great way to spread the word about what you do.

The soul needs to interact with other people to be healthy.

Once we've identified our customers' internal problems, we simply need to let them know we understand and would like to help them find a resolution.

In your marketing copy, don't be cute, be clear.

We think stories are about getting money and security, but the truth is, it all comes down to relationships.

When we start our elevator pitch or keynote address, or when somebody visits our website, they're burning calories to process the information we're sharing. And if we don't say something (and say something quickly) they can use to survive or thrive, they will tune us out.