Brantye: You've got to define something that your customer wants. And for story brand, it's clarity of message, right? If you talk to the average business persons an iu really need to clarify your mesage, somebody in the room's going tay, you should see goste story. But if we would have said, well, we really help people to understand the connection between narrative frameworks and marketing going your business, nobody in the room would say, go to story. Nobody goy in the room because it's too elusive. It's too vague.
What are you selling? Your quick answer may be “real estate” or “jewelry” -- but to really connect with customers, you need to understand the deeper value you offer them. You don’t sell real estate, you sell peace of mind. You don’t sell jewelry, you sell confidence.
Join us on this episode for a deep dive into defining what your customer really wants. First, Don and JJ talk about why we need to understand our customers’ desires. Then, Don interviews advertising executive Aaron James about real-world ad campaigns that have done just that.
If you want to give yourself a big advantage as we start 2019, this is the episode for you!