Quotes About Decision

Without an inciting incident that disrupts their comfort, they won't enter into a story. They have to get fired from their job or be forced to sign up for a marathon. A ring has to be purchased. A home has to be sold. The character has to jump into the story, into the discomfort and the fear, otherwise the story will never happen.

To do this, we must define the stakes. What's at stake in the customer's story if they do or do not choose to do business with us? If we've not defined the stakes, we've not made the story interesting.

Curiosity Is a Snap Judgment

What's at stake? If nothing can be gained or lost, nobody cares. Will the hero disarm the bomb, or will people be killed? Will the guy get the girl, or will he be lonely and filled with self-doubt? These are the kinds of questions in the minds of a story-hungry audience.

financial advisory may offer "A path to a better future" without realizing that could be confused for a gym, a college, a church, or just about anything else.

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

Love is both something that happens to you and something you decide upon.

If a user lands on your site and wants to purchase your product or service, what is the next step you want them to take? Can they buy your product now? Do they need to be added to a wait list? Do they need to set up an appointment? Should they call? Register? Sign up? Donate?

If they are confused about how our products can help them win, they will walk away without making a purchase.

Y una vez que sabes lo que se requiere para que la historia de tu vida sea mejor, no tienes opción. Rehusarte a vivir una mejor historia sería como decidirte a morir, a deambular por la vida adormecido hasta que te mueras, y no es natural que uno quiera morirse.

Customers Will Not Move Into a Fog

writer and story scholar James Scott Bell calls "doorways of no return."1

The point at which your customer is asked to make a risky decision. The two main reasons customers do not place orders are because:         1.    The brand never asked them for the sale, or         2.    The brand asked them for a sale too early.

Whenever you're scrolling through your phone deciding what movie you'd like to see tonight, you're reading through one-liners. Often called a logline, a one-liner is a one-statement description of the story you are inviting people to experience.

The less expensive the product, the more likely they are to impulse buy, which means fewer touches. But the more expensive the product, the more they will need to hear from you before they will take a risk.

once you know what it takes to live a better story, you don't have a choice.

If there is nothing at stake in a story, there is no story. Likewise, if there's nothing at stake in whether or not I buy your product, I'm not going to buy your product. After all, why should I?

we must show people the cost of not doing business with us.

in certain situations, people are two to three times more motivated to make a change to avoid a loss than they are to achieve a gain.2

Plans can take many shapes and forms, but all effective plans do one of two things: they either clarify how somebody can do business with us, or they remove the sense of risk somebody might have if they're considering investing in our products or services.

If loving other people is a bit of heaven then certainly isolation is a bit of hell, and to that degree, here on earth, we decide in which state we would like to live.

human beings do not make major life decisions unless something challenges them to do so.

What we think we are saying to our customers and what our customers actually hear are two different things. And customers make buying decisions not based on what we say but on what they hear.

But what about your own?" he asked. "Assuming, of course, you're interested in having one?" "I'm not. If I ever get married, I shall elope. That has now become my prime requirement in a husband. Willingness to elope.