Quotes About Clarity

Remember, the greatest enemy our business faces is the same enemy that good stories face: noise.

The key is to make your company's message about something that helps the customer survive and to do so in such a way that they can understand it without burning too many calories.

we have to stop blasting them with noise.

MarketingMadeSimple.com

When we don't want anything, or, perhaps, when we cannot exactly define what we want, we become characters in a story with no plot.

Once your one-liner is refined, memorize it. Have your entire team memorize it.

The text should be bold and the statement should be short. It should be easy to read and not buried under buttons and clutter.

How much is a confusing message costing you every day? How many customers are bouncing from your website? How many people are ignoring your brand? How many customers are you losing to the competition?

when we explain what we do using a tiny short story, people pay attention.

After reading this paragraph, they suddenly know what's been troubling them, how to overcome whatever has been troubling them, and what steps they need to take to move forward. Their world, as it relates to your product and service, now makes sense.

The explanatory paragraph is a great way to accomplish both.

WHEN YOU FEEL CONFUSED, CLARIFY YOUR MESSAGE

1.    Created a BrandScript. I should have clarified my message.         2.    Created a one-liner. I should have distilled that message into a single sentence.         3.    Wireframed a landing page. I should have elaborated on that message and brought it to life on a clear and compelling website.

Is it simple, relevant, and repeatable?

One of the biggest hindrances to business success is that we think customers can read our minds.

And remember: simple, clear messages that are relevant to your customers result in sales.

Being specific matters. Kennedy would have bored the world had he cast a vision for a "highly competitive and productive space program." Instead, he defined the ambition specifically and as such inspired a nation: "We're going to put a man on the moon.

When we don't ask clearly for the sale, the customer senses weakness.

Why? Because she stated the problem she solves before she stated the solution (her service.)

the human brain, no matter what region of the world it comes from, is drawn toward clarity and away from confusion.

Until we've defined a specific desire and become known for helping people achieve it, we shouldn't add too many conflicting story gaps to our StoryBrand BrandScript.

The reality is we aren't just in a race to get our products to market; we're also in a race to communicate why our customers need those products in their lives. 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.

blob of a desire that is so vague, potential customers can't figure out why they need it in the first place.

Why? Because the human brain, no matter what region of the world it comes from, is drawn toward clarity and away from confusion.