Since my Storybrand certification in July, we’ve been contacted by quite a few companies looking to apply the framework to their business. But, when we’ve drilled down in discovery, we’ve found that what they really want is better copywriting. A noble goal!
Perhaps the confusion comes from reading a book. There’s nothing wrong with that. I read it too!
The secret sauce of Storybrand is not just writing from the “customer-is-hero” perspective. It’s marketing that way, too.
- It’s how you make marketing simpler for marketers and customers alike.
- It’s how less is more when it comes to words that describe your value.
- It’s how you have to let go of all the teeny elements of your product or service, and stay focused on the way it relieves the tension and confusion around purchase decisions.
- It’s how you acknowledge that most people aren’t ready to buy on the first ‘date.’
“What they really want is better copywriting.”
This has been hard to do. If you’re shopping for copywriting, why all the questions about everything else? After all, if I’m shopping for shoes, why would a shoe salesperson ask questions about my whole wardrobe? Or my next big event? Or what I wore last year? (Admittedly, this probably only happens at Nordstrom).
But, I get it, don’t you? Understanding the whole story – yes, there it is: the STORY – helps the whole expenditure make sense. And when it comes to costly, risky marketing, getting the full view of the purchase experience helps us identify the essentials...and leave the rest for another day.