The book in 3 words: Clarity is power.
Who this book is for: anyone with a message to tell – including business owners, leaders, managers, pastors, parents, teachers and more
1) “If you confuse, you’ll lose.”
Businesses and organizations often use insider-centered language. Their mission or product descriptions are often confusing – and that’s not good if you’re trying to attract or retain customers.
Customers shouldn’t have to search hard to know what you’re about – they should know what you do IMMEDIATELY.
Here at Michigan Design Foundry, our mission is to help you reach more people. Even though this is accomplished in a variety of ways, it’s a simple mission that you can quickly understand.
2) “The customer is your hero, not your brand.”
Brands often make themselves the hero of the story. Their website is all about them – how their company was founded in 1947, their revenue or the qualifications of their CEO. The problem with this is that customers simply don’t care about it.
Your customers need to be the hero of the story, not your brand. This means that all of the language used in marketing needs to be geared towards your customers. Is it clear? Is it simple? Is it free from industry-specific language? Can a person who has never heard of your brand understand quickly what you do?
3) “Where there’s a story, there’s engagement.”
Imagine a novel reduced to the action scenes. He talked. She talked. He bought something. She ate food.
That wouldn’t work – it would be the most boring story ever. Information has to be wrapped in a story format.
People watch movies and read books because of the stories. People buy into a story – so use it your advantage. Make sure to make your customer the hero of the story, and keep them at the center of it.