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StoryBrand

storybrand marketing hero

StoryBrand Marketing Paradigm Shift: Make Your Customer The Hero

By Brand Development, StoryBrand No Comments

Standing out in the ultra-competitive marketplace is really difficult—sometimes impossible. The imagery is getting better. The copy is more persuasive. The products are more durable and it seems like every brand claims the same thing:

  • We Make the World’s_____.
  • We’re the Superior ______.
  • We’re #1 in _____.
  • The Worlds’ Most_____.
  • The Ultimate _____.

Does the above list sound familiar?

There’s nothing wrong with claiming to be the best—if you’re a brand who really is the market leader—you earned it. But for brands less well known, making such claims can be down-right dishonest.  The truth is, if you’re a relative unknown brand making the claim that you’re “the best,” you’re wasting money on marketing and your customers don’t believe you anyway. False claims have caused a backlash in other industries as well as our own.

People have great distrust in brands (and companies) these days (Source: Forbes). It’s been documented that your prospective customers will check out 11 pieces (social media, reviews, blogs, websites, ads, forum review and articles) of content before deciding to hand over their hard-earned money because they are afraid of being cheated or taken of advantage of. When was the last time you bought something for first time over $250 without doing any research online?

To combat this “me-too,” and “I’m the best” mentality, marketers and business owners need to find other ways to get their customer’s attention and break out in the marketplace—and the way to effectively accomplish this is by putting in the time to think through their messaging —a good way to do this is through the power of story.

Story has been around since creation. Story has been hard-wired into our brain as a sense-making device. It helps us understand our environment, situations and how to achieve our goals. Stories engage our imaginations and hold our attention for hours on end. Think about the last great movie you saw. Movies like Jason Bourne, Days of Thunder, Star Wars and Saving Private Ryan are all incredibly captivating.

The same methods used in the movies can also apply to your professional services, tech, active lifestyle or outdoor business.

In the following, I’m going to explain how to write story into your marketing, make your customer the hero and stand out in the marketplace to attract more customers. This process if called StoryBrand.

1. A Character

Make your customer the hero, not your brand.

Every great story starts with a hero. The hero in your business is your customer. As humans, we all want to become something better: better hunters, better shooters, more fit, smarter and more wealthy. We also have personality and character traits like age, income, values, beliefs and interests. Define your customer as the hero in your ads, emails, website copy, and sales letter. Once you start defining what your customer wants, they start paying attention.

Q: How can you make your customer the hero?

Brands that participate in the transformation of their customers win in the marketplace. (Source: StoryBrand)

StoryBrand for the Outdoor Industry

2. Has a Problem

Every hero in every story has a problem that must be solved. Without a problem to be addressed (a bomb to diffuse, a girl to rescue or a disaster to prevent) the story would fall flat and you lose your audience’s interest. It’s up to you to identify what the problem is and how the hero will overcome this problem.

Q: What problem does your product or service solve?

A story gets interesting when the conflict is defined. (Source: StoryBrand)

3. Meets a Guide Who Understands Them

No hero can solve the problem on their own. They can try, but it won’t be as successful nor as exciting. Luke Skywalker had Yoda (and Ben Kenobi), Cole Trickle had Harry Hogge, and Neo had Morpheus.

This is how your brand plays the guide:

  1. First, you must show Empathy. Empathy means to relate. How can you empathize with your customer’s problem?
  2. Second is Authority. Heroes look to guides who have gone before them. If you haven’t gone where your customer wants to go, how can you be the guide?  How have you solved the same problem your customer is trying to solve? This must be communicated clearly to establish trust.

Never position yourself as the hero in your brand’s story. (Source: StoryBrand)

4. Who gives them a Plan

At this point in the story, your customers find themselves at risk. This is the point where most customers will bounce off your website or find themselves confused about what you offer. The purpose of giving them a plan is to break down the steps on what it takes to work with or buy from you. The plan eases any friction points in the buying process and helps your customer move forward.

Q: What are the steps your customer must take to work with you?

A plan alleviates confusion or hesitancy about the next step. (Source: StoryBrand)

5. And Calls them to Action

No story can proceed until the hero is called to action. Your customer will not take action unless they are challenged. You must call them to do something.

  • Buy Now
  • Schedule A Call
  • Sign Up
  • Find A Dealer

are all clear call to actions. This language must be repeated over and over again to make it clear what it is you want your customer to do.

Q: Do you have a clear call to action on your website?

If we don’t have the confidence to ask people to buy from us, they assume our product won’t solve their problem. (Source: StoryBrand)

6. That Helps Them Avoid Failure

Two forces motivate people: avoiding failure and experiencing success. Every human being is trying to avoid a tragic ending. Your customer must know how you will help them be successful.

Q: How will your product or service help your customer avoid failure.

Human beings are sometimes more motivated to avoid a loss than achieve gain. (Source: StoryBrand)

7. Or Ends in Success

As the guide, you must cast the vision of what success looks like if your customer uses your product or services.

Communicate through words and images that your product or service solves your customers’ problems. (Source: StoryBrand)

By understanding these seven principles, you will be able to

  • Stop wasting money on ineffective marketing
  • Get and keep your customers attention
  • Cut through the marketplace clutter of me-too products
  • Attract more customers

StoryBrand Outdoor Marketing

By taking the time to clarify your message and figure out these aspects of your story, you will be able to transform your marketing, attract new customers and stand out in the crowded marketplace.

If you’d like to check out the book StoryBrand or learn more about the process yourself you can:

You can also schedule a call with me, and get a clear plan on how stand out in the crowded marketplace.

 

5-Keys-To-Stand-Out-and-Attract-New-Customers

5 KEYS ON HOW TO STAND OUT IN A COMPETITIVE MARKETPLACE

Is your brand getting noticed?
In this ebook, we’ll give you 5 keys for 2019 that will help you differentiate and grow your business. We’ll share why it’s important to have a clear brand message, how to build a website that works, a simple marketing plan, how to gather testimonials the right way and a few marketing tactics that offer the biggest bang for your buck.

DOWNLOAD EBOOK

 


Josh Claflin StoryBrand GuideJoshua Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies who are struggling to stand out in the crowded marketplace and attract new customers. 

Digital Marketing StoryBrand Case Study

3 “Must Read” Digital Marketing Case Studies

By Case Study, Inbound Marketing, Influencer Marketing, Marketing, SEO, StoryBrand 2 Comments

Most marketers looking to start a digital marketing program for their company, they are usually met with some resistance from the higher ups.

After all, PR, print, and tradeshow have always been the industry norm. 

If you’re still on the fence about pulling the trigger on the benefits of a cost-effective digital marketing program and are serious about getting on track to building your digital footprint for the future, now’s a good time to reconsider. 

In this post, I share three case studies that we’ve worked hard on over the past 2 years that received some outstanding results.

12-Month Ecommerce Case Study

Garrison Everest was approached by a 2-year old firearm company who had big growth goals that were having trouble getting traction in the marketplace. Due to the cost of entry to place print advertising—they were looking for other means to make their brand known. 

A rebrand was conducted that included new packaging, logo, and ecommerce website to make their products more appealing and more attractive to prospective buyers. Next, we built out three digital marketing programs that included SEO, email, and industry partnerships. To build brand awareness, the SEO program utilized content and industry writers to build backlinks on popular publisher sites. On-page and off-page optimization was also included. Lastly, we began engaging on social media daily, which added a human component versus a faceless brand image with their followers who in the end, shared the client’s brand goodness with their followers.

 

firearms digital marketing


Results

  • 400% Increase in traffic from the previous year
  • 40% in social media followers across Facebook and Instagram
  • 112% increase in email subscribers 

 The amount invested provided the client with a 624% return on investment. The program paid for itself six times over.

 “That’s like putting a dollar into the stock market and getting six dollars back.”

 

12-Month Influencer Case Study

A mid-growth company was having problems getting its product to penetrate a competitive accessory segment. Print and banner advertising provided diminishing returns, which set them looking for other ways to get more bang for their marketing dollar. Garrison Everest provided an influencer marketing strategy that worked with prominent industry celebrities and social media influencers to raise awareness of their product.

 

Results

  • 9.1 M Impressions
  • 7.2 M Estimated Reach
  • $6.5 CPM
  • 670K engagements

What made this influencer marketing program remarkable was the low CPM. Compare a $6.5 CPM to the cost of placing a banner ad on leading sites where CPM costs can be as high as $25. Influencer marketing provided great value to this company. 

 

24-Month Inbound Marketing Case Study

Faced with growing competition and a changing landscape, a B2B company contacted Garrison Everest to help them differentiate in the marketplace and generate leads and customers online. 

They were already placing large print buys but were not getting good returns, nor were they able to track their results which made them feel like they were throwing their money out the window.   

We started with a comprehensive brand development assignment that led to a website redesign and a 12-month inbound marketing campaign. Over the course of the next 12 months, traffic increased, leads multiplied, and through automation, we were able to nurture those leads into customers. 

The first campaign was so successful that they renewed for an additional 12 months.

 


Results

  • 233% increase in traffic
  • 564 leads
  • 383 new customers
  • 664 additional blog subscribers
  • 225% in social media followers

So does digital marketing work in the outdoor, shooting sports and defense industry? 

Yes, it does— unfortunately banging on this drum is difficult because for most marketers putting all their money towards print, PR and tradeshow is more comfortable. However, with the customer base skewing younger, I would argue traditional is becoming a risky bet. 

Digital marketing is all about daily repeatable tasks. Identify a clear message, the right channels, launch, track, optimize, tweak, rinse, and repeat. 

As you consider this year’s marketing budget, think about what a reliable digital marketing program can do for your company’s growth and the added benefits of a profitable revenue channel that works for you 24/7/365.  

 

 

5-Keys-To-Stand-Out-and-Attract-New-Customers

5 KEYS ON HOW TO STAND OUT IN A COMPETITIVE MARKETPLACE

Is your brand getting noticed?
In this ebook, we’ll give you 5 keys for 2019 that will help you differentiate and grow your business. We’ll share why it’s important to have a clear brand message, how to build a website that works, a simple marketing plan, how to gather testimonials the right way and a few marketing tactics that offer the biggest bang for your buck.

DOWNLOAD EBOOK

 


Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies who are struggling to stand out in the crowded marketplace and attract new customers. 

 

These 5 Website Elements Will Make Your Business More Money

By StoryBrand, Web Design

Websites have changed a lot over the years. Websites were once solely used to give information about your company. But now websites are ground zero for businesses trying to grow their brand, generate revenue, attract employees, host content and much more.

However, too many businesses get their website wrong because they hire designers or agencies who aren’t very clear on how to communicate their brand’s message and who can’t optimize their site for maximum efficiency—especially in markets that are ultra-competitive and difficult to stand out in.

If you’re struggling to understand how to make your website more effective and need some help, you might want to pass this article on to your designer, agency or web manager to get things back on track.

storybrand website example1. Clear header

The very first thing your website should do when a visitor lands on your homepage or landing page—within 5 seconds—is tell your visitor what you offer in clear words.

We StoryBrand Guides call this the “grunt test.” A caveman should be able to look at your header and grunt what it is you offer. If your website’s header doesn’t’ pass the grunt test – better go back to the drawing board.

Do it right:
In simple words, say what it is you do in 7 words or less. Add a small description underneath if you need to clarify further.

2. Don’t hide the cash register

To the ladies reading this post, what if a guy walks up to you at a bar and says, “hey, let’s get started!”

Your first response would be, “get started doing what?” Then you’d probably throw a drink in his face.

But how many times have you seen this call to action on a website? Call to actions must be crystal clear to be understood. Examples of a clear call to action:

  • Buy Now
  • Schedule a Call
  • Book an Appointment
  • Check Out

By not having a clear CTA on your website — you’re hiding the cash register. If people don’t know how to buy from you, how can you expect to make any money?

Do it right: “Don’t make me think” is an old mantra from 2003 on web design that is still applicable today. You must tell your prospects what you want them to do. Your call to action should be an up or down answer—that they either accept or reject.

firearm-website-value-propositions-example3. How will you help your customer be successful?

Value propositions can sometimes be confusing to understand. A value prop can be simply understood by asking yourself this question: What do I offer that will make my customer successful? Or asked another way: What are the 3-4 reasons my customer should do business with me? I get this question all the time because even in marketing—I also have my own set of competitors to deal with. Value propositions should also explain why your product or service works better than your competitors.

Do it right: Failing not to list the added benefits (or value) to your prospects/customers will make your website less effective.

4. What are the stakes?

On your website, tell your prospects what is at stake if they don’t work with you. You have to show them the future if they don’t act now to get their problem resolved. This can be as simple as writing a before or after or a with or without statement.

Do it right: Show your customers what the future will look like if they work with you.

 

storybrand website plan example5. Give your prospect a plan

This section of your website should outline in 3-4 steps how to buy from you. This may seem counterintuitive but you need to explain it. The plan will help decrease the friction points and help them overcome any hesitancies they may have.

Do it right: Like stepping stones in a river, show your prospect how to get to the other side.

To sum up, make sure your header clearly tells what you do and passes the grunt test, add a clear call to action (no wishy-washy get started stuff) how you will help your customer achieve success, the stakes involved if they don’t work with you and the steps needed to get started. By adding these elements in your business, you will see an uptick in revenue.

 

5-Keys-To-Stand-Out-and-Attract-New-Customers

5 KEYS ON HOW TO STAND OUT IN A COMPETITIVE MARKETPLACE

Is your brand getting noticed?
In this ebook, we’ll give you 5 keys for 2019 that will help you differentiate and grow your business. We’ll share why it’s important to have a clear brand message, how to build a website that works, a simple marketing plan, how to gather testimonials the right way and a few marketing tactics that offer the biggest bang for your buck.

DOWNLOAD EBOOK

 


Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies who are struggling to stand out in the crowded marketplace and attract new customers. 

storybrand website imperatives in the age of disctraction

3 StoryBrand Website Imperatives You Need To Know in 2019

By Brand Development, StoryBrand

A serious problem has come to my attention as I’ve invested more in my ongoing education to become a better communicator and marketer of 20 years in the digital age.

Looking across the industries I focus on—I see a vast majority of new companies failing to adapt their brand message to today’s overloaded, distracted “Instagram scrolling” consumer. And it’s costing their company money.

Marketing has never been more difficult—especially for start-up brands. Reaching customers and getting them to pay attention to you takes more than just a great product, customer service, warranty, imagery, clever headlines, and catchy value props. In today’s distracted world, you need to be more clear.

In this post, I want to share three imperatives from a StoryBrand Guide’s perspective you need to know if you’re a startup or growth-stage company when marketing in the age of distraction.

1. People are distracted more than ever

Every day people are bombarded with more and more information. In addition to the numerous ads on billboards, print, and TV—we’re also exposed to texts (781 billion text messages are sent every month in the United States as of June 2017), messages, emails, pop-ups, and push notifications. All this adds up to information overload.

“Cute and clever” messaging on most websites and print ads fail to give the customer what they need to understand about how your product will help them in a clear and straightforward way.

Your customers (and yourself) also have a much harder time paying attention today.

See these statistics:

  • The average attention span has fallen from 20 seconds to 8 seconds (Source: Wyzol)
  • The average time on your website is less than 10-15 seconds
  • The average number of times per hour an office worker checks their email: 30

Confusion and distraction lead to all sorts of problems.

  • Customers don’t understand what you offer
  • Your sales team can’t differentiate your products in the marketplace
  • The why of your work is foggy and leaves teams wondering how they fit into the goal of your organization

And to make matters worse:

  • Your message is spoken a thousand different ways
  • You’re not creating demand and brand awareness in the marketplace
  • Customers are buying from your competitors

(Source: StoryBrand)

Getting your message right and making it super simple is what’s needed to combat and win with today’s distracted consumer.

If you’re interested in knowing how to clarify your message, check out these resources:

2. People don’t read websites anymore, they scan them

It’s now a known fact that you have less than 10 seconds to grab a potential prospect’s attention when they land on your website, see your ad, read your packaging or read your email. That’s a shorter span than a goldfish.

  • A user will only read 28% of your text on your website before leaving!

There are alot of brands who assume new visitors will understand what they sell. You must make it super clear what your product or service specifically does.

Examples:

  • The Best Plumbers in Denver
  • We Help You Plan the Perfect Vacation
  • Workshops to Help You Clarify Your Message 
  • The Clearest Optics for Bird Watchers 

These may not sound super sexy—but they work in the age of distraction. They make it clear to your customer what you do and saves them from having to burn a lot of brain calories.

Your website, brochures, tradeshow booths, packaging, emails, and advertising should include a clear headline that simply states the problem your product solves along with a clear call to action.

Carvana, one of my favorite websites, does a great job using StoryBrand elements to design their home page.

3. A more explicit message will help you beat the competition—even if they have a better product than you

Really?

Yes…

When other companies load down their marketing materials with gobs of text and make themselves the hero of their brand and not the customer—you can begin to see that clarity is a strategy that works to cut through today’s noise and clutter and make your marketing more effective.

“The clearer you are the more profitable you will be.”

So what are some reasons your customers are tuning you out? I’ve pulled a few stats that might shed some light:

  • 45% of consumers will unfollow a brand if their activity is dominated by self-promotion. Branding and marketing aren’t just about tooting your own horn. You need to provide valuable, engaging information and insights to build trust. Make your social media efforts about the customer and their needs or challenges, not just about how great you are. (Source: Zimmer Communications)
  • Consistent presentation of a brand increases revenue by 23% on average. Repetition and consistency are two cornerstones of any successful branding efforts. By presenting your brand consistently, over time, consumers will internalize your brand values and be more likely to purchase. (Source: Zimmer Communications)
  • By having a clear message on your website, you can reduce your bounce rate by 20-30%.
    In our own tests, we’ve seen some significant changes for the better just by a more explicit framework.

In conclusion, standing out in today’s crowded marketplace is getting more difficult if you continue to follow messaging strategies of the early ’00s. Today’s distracted consumer will move down your sales funnel faster if you can communicate more clearly.

Leave the “cute and clever” to your competitors.

 

5-Keys-To-Stand-Out-and-Attract-New-Customers

5 KEYS ON HOW TO STAND OUT IN A COMPETITIVE MARKETPLACE

Is your brand getting noticed?
In this ebook, we’ll give you 5 keys for 2019 that will help you differentiate and grow your business. We’ll share why it’s important to have a clear brand message, how to build a website that works, a simple marketing plan, how to gather testimonials the right way and a few marketing tactics that offer the biggest bang for your buck.

DOWNLOAD EBOOK

 


Joshua Claflin StoryBrand GuideJosh Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies who are struggling to stand out in the crowded marketplace and attract new customers. 

storybrand guide

Three Game Changing Takeaways From The StoryBrand Conference 2019

By Brand Development, StoryBrand

I just completed a ground-breaking week-long study on consumer behavior, by Donald Miller, a New York Times and Wall Street Journal Best Selling Author, on how to use the power of story to clearly communicate for better results. I wanted to share with you my three biggest takeaways that is sure to get you thinking differently about your business and how to communicate your brand’s message with greater clarity.

We are at a point in human history where your prospective customers and clients are bombarded with an unprecedented amount of noise and clutter. Facebook ads, phone dings, bings and bops, emails, podcasts, pop up banners, click-bait and unsolicited phone calls and texts have made it difficult to make any money spent on marketing work as good as it used to.

Furthermore, these intrusive methods have made brands untrustful as some companies have tricked customers into buying their products which have driven trust among brands past the point of no return. This barrage of distraction has the potential to stymie your business growth, waste thousands of dollars on marketing that doesn’t work and ultimately bring your business to the precipice.

However, there is a unique proven framework to fight against this to make your marketing work—and it has to do with the power of story. You see, storytelling has been a way to communicate with just about everyone since the dawn of time. It’s the sole reason the 43 Billion dollar movie industry continues to thrive year after year. And when you think about it, it’s the reason we love to sit around the campfire and listen to someone who overcame impossible odds that ended in success. And since story is used to create clarity in our understanding—it’s a perfect tool to infuse into your business and marketing communications that cuts through the clutter, grabs your customer’s attention and ultimately drives more sales. This process has been proven in thousands of businesses including brands like Chik-Fil-A, Pantene, Car Max, Intel, Berkshire Hathaway, and even Presidential political campaigns.

So in the following, I’ll give you my three biggest takeaways from last week’s StoryBrand Conference with some links to some resources that will give you more understanding on the power of story and how to use it to grow your business.

1. People don’t read websites, they scan them.

Website Wireframe

People don’t buy the best products, they buy the ones they understand the clearest. When you’re trying to build your business, clarity beats cute and clever every time. Your website is the hub of all your marketing activities and is the easiest way to track marketing spend. If a prospective customer lands on your website and you can’t spell out to them how you solve their problem within 8 seconds, you lose them. They bounce off and find someone else who can, usually a competitor.

2. Customer’s buy products or services based on internal problems, not external problems.

The difference between an internal and external problem is this:

The external problem is the tangible obstacle your customer has to overcome to get the thing that they want.

Ex. I need a new set of binoculars, mine just busted.”

Because your character is facing the external problem, how is that making them feel internally?

Ex. “I have a big adventure trip coming up and if I don’t have good set of binos I’m going to miss out on seeing all the wildlife.”

See the difference? The internal problem miss out has much more meaning behind it because the results are more tragic than the external problem. Most marketers communicate the external problem and don’t sell the internal problem.

3. Your product/service should show how the customer will transform into something better.

People naturally want to become better. Whether you’re trying to lose weight, become a better speaker, hire a better candidate or grow a bigger business—we all want to be aspire to our future itself. For example, a hunter in the below MTN OPS post wants to become a “conquering outdoor athlete.” For a hiker, it could be to become a “conservationist sojourner.” For a fitness fanatic, it could be to become “the athlete everyone wants to be.” Whatever your customer wants to become—you have to show how your product or service will get them there. Most companies put all the focus on their products benefits and features, not what their customer’s want to become. This doesn’t trigger the emotional responses in the brain needed to help your customer understand how you can help them or move them to the desired call to action.

 

View this post on Instagram

 

@chadmendes taking it all in at last light during his Utah Mule Deer Hunt. | #MtnOps #ConquerMore | 📷 @luke.dusenbury

A post shared by MTN OPS (@mtnops) on

By taking the time to clarify your message and figure out these aspects of your messaging, you will be able to transform your marketing and grow your business. In the following weeks, I will be rolling out a series of articles based on story and the StoryBrand process.

If you’d like to check out the book and learn more about the process yourself you can:

You can also schedule a call with me and get a clear plan on how to move forward that will allow you to grow your business more effectively in the age of distraction.

 

SCHEDULE YOUR STORYBRAND CALL

 


StoryBrand Guide BadgeBrand Development Inbound Marketing ConsultantJosh Claflin, Principal at Garrison Everest, helps companies in the outdoor, active lifestyle, tech and defense industry who are struggling to develop clear brand messaging and increase revenue through online channels. 

Clarify your marketing message

3 StoryBrand Marketing Fixes That Will Save Money

By StoryBrand

Whether you’re someone starting a business, a marketer trying to move the needle for your company—or an executive trying to figure out how you can grow more effectively—foggy and confusing marketing is costing you thousands of dollars and keeping you from seeing your way to the top. 

Humans have a tendency to complicate things—especially our marketing materials because we don’t understand how to connect and engage customers correctly. The human brain is drawn to CLARITY and away from CONFUSION. If customers are confused about what you offer, they’ll look past you for somebody who can say it clearly. (Source: StoryBrand)

In the following, I’m going to list three factors on why you are wasting thousands of dollars on marketing and why your marketing is foggy and confusing your customers. 

1. You leave marketing to a designer.

Most businesses will approach their marketing material (website, ad, brochure, email, catalog etc.) by looking to a graphic designer or a design agency. This is all well and good, but the problem with this approach is that that designer is not concerned about how to communicate your product or service as much as they should be—they are only really concerned on making your marketing material look amazing.

Don’t get me wrong—amazing visuals are important and graphic designers are extremely critical to your business’ success, but this one-sided approach is not going to grow your business or give you a faster return on investment.

I started my career as a designer back in 1998. Back then and for the next 10 years, I was only concerned (ninety percent of the time) on making a website, brochure or advertisement look awesome for my client. This is what was taught to me in College. “If it looks good, it has to be good,” because at our core, we think like artists, not marketers!  As time went on, I began to wonder why my work wasn’t generating the results my clients expected, especially when data and analytics became more prevalent in marketing campaigns. These lack-luster results lead me on a journey to discover how to communicate more effectively. I wanted to know the secret behind what moved people to buy? I wanted to uncover the key on how to hold a person’s attention long enough to create a memorable brand connection.

What I concluded after almost 20 years of design and then marketing is that people love pretty pictures, but if the words don’t address your prospects fundamental problem—plainly and directly—“you confuse them and eventually lose them.” (Source: StoryBrand) Sounds simple enough; however, you’d be amazed by how so many brands fail to capture this on their websites and every other piece of marketing they produce. 

2. You’re not addressing your customer’s problems.

Humans are natural problem solvers. We love to figure out our best friend’s relationship woes, we ponder and argue over politics, we post advice on Facebook about someone’s issue with their dog, and we even seek in our own lives to get smarter, faster, slimmer, or at least be more accepted. This natural human inclination is the first step in understanding how to make your marketing more effective. The more you talk about your customer’s problems, the more you will hold their attention and have greater success in moving them to your desired action.

People who have a deep desire to solve a baffling problem will take to the internet 90% of the time. If your website doesn’t communicate the customer’s problem clearly, when they first hit your home page, you lose.

3. You are not the hero, they are.

Another great mistake that is costing you money is that businesses tend to put themselves before their customers in their messaging. They lead with messaging about how great they are, how many awards they’ve won, how superior, their product’s features are and how excellent their team is. That’s all very important, but that information means nothing to a customer who is quickly trying to understand your service or product over your competition. Moreover, to further complicate the issue, in most cases, these customers may not even know or have clearly defined what their problem is! You must put your customer’s problems first, seek to determine the problem and then show them how you solve it. Then and only then, through their journey of discovering who or what can solve their problem (best and for the right price) do you communicate these other great things about your company. So many businesses lose customers because according to the customer, all they knew about your brand was that they were the best at something that meant a lot to them, but not much to the customer.

Wasted marketing dollars take away from your ability to make that next hire, upgrade your equipment, expand office space or save for retirement. Not getting your marketing right is stymieing your growth and success.

By taking the time to clarify your message and figure out these aspects of your story, you will be able to transform your marketing, attract new customers and stand out in the crowded marketplace.

If you’d like to check out the book StoryBrand or learn more about the process yourself you can:

You can also schedule a call with me, and get a clear plan on how stand out in the crowded marketplace.

 

5 KEYS ON HOW TO STAND OUT IN A COMPETITIVE MARKETPLACE

Is your brand getting noticed?
In this ebook, we’ll give you 5 keys for 2019 that will help you differentiate and grow your Outdoor, Hunting or Defense & Firearms business. We’ll share why it’s important to have a clear brand message, how to build a website that works, a simple marketing plan, how to gather testimonials the right way and a few marketing tactics that offer the biggest bang for your buck.

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Josh Claflin StoryBrand GuideJoshua Claflin StoryBrand GuideJosh Claflin, President at Garrison Everest and StoryBrand Certified Guide, helps companies in the outdoor, active lifestyle, tech and defense industry who are struggling to stand out in the crowded marketplace and attract new customers.