Quotes About Engagement

The fatal mistake some brands make, especially young brands who believe they need to prove themselves, is they position themselves as the hero in the story instead of the guide. As I've already mentioned, a brand that positions itself as the hero is destined to lose.

Businesses that invite their customers into a heroic story grow. Businesses that don't are forgotten.

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

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.

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

We even recommend a status-associated title for the nonprofit brands we work with. People will be much more likely to donate if they know they are an "Anchor Donor" and even more likely if they get special privileges like updates from the founder or access to other anchor donors at fund-raisers.

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

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?

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.

When you define something your customer wants, the customer is invited to alter their story in your direction. If they see your brand as a trustworthy and reliable guide, they will likely engage.

When customers are thinking about buying, give them a few simple steps they can take to engage your brand and buy your products.

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

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

Real empathy means letting customers know we see them as we see ourselves. Customers look for brands they have something in common with.

Commonality, whether taste in music or shared values, is a powerful marketing tool.

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.

If a positive scene followed by a negative scene is how enthralling movies work, then why not follow the same formula on our website?

STORYBRAND PRINCIPLE SEVEN: NEVER ASSUME PEOPLE UNDERSTAND HOW YOUR BRAND CAN CHANGE THEIR LIVES. TELL THEM.

customers make buying decisions not based on what we say but on what they hear.

As customers view our websites, commercials, or e-mails, they simply want to check off a box in the back of their minds that gives them confidence in our ability to help them.

neuroscientists claim the average human being spends more than 30 percent of their time daydreaming . . . unless they're reading, listening to, or watching a story unfold.

This is where most brands make a critical mistake. By assuming our customers only want to resolve external problems, we fail to engage the deeper story they're actually living. The truth is, the external problems we solve are causing frustrations in their lives and, just like in a story, it's those frustrations that are motivating them to call you.