Quotes About Persuasion

Express empathy and demonstrate authority through testimonials.

STORYBRAND PRINCIPLE FIVE: CUSTOMERS DO NOT TAKE ACTION UNLESS THEY ARE CHALLENGED TO TAKE ACTION.

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.

A one-liner is a new and improved way to answer the question "What do you do?" It's more than a slogan or tagline; it's a single statement that helps people realize why they need your products or services.

At StoryBrand we often get the question "But will it work for me?" To overcome this objection we put logos from a variety of companies on our site.

Including Statistics Speaks to the Authority You Have

Never forget: if you confuse, you'll lose.

The fact is, pretty websites don't sell things. Words sell things. And if we haven't clarified our message, our customers won't listen.

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

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

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.

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

Nobody will listen to you unless they sense that you like them. If a person senses that you do not like them, that you do not approve of their existence, then your religion and your political ideas will all seem wrong to them. If they sense that you like them, then they are open to what you have to say.

The reality is when we try to sell passively, we communicate a lack of belief in our product.

Your website needs to include words that sell.

Another Option for the Explanatory Paragraph: Overcome Your Client's Objections

Sometimes just overcoming one objection can lead to a sale.

Most of us ask people to buy our products the way a shy, young boy might ask a girl to go on a date.

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

the most powerful tool we can use to organize information so people don't have to burn very many calories is story.

So what's the difference between a nurturing e-mail and an e-mail with an offer and call to action?

That woman can sell water to a drowning man.

I don't care what anyone says or how often or winningly they say it: no one will ever, ever be able to persuade me that life is some awesome, rewarding treat. Because, here's the truth: life is catastrophe.

Influence is one thing; determination is another.