Donald miller: Customers are the hero, and they have a problem. Brands tend to sell solutions to external problems, but people buy solutions to internal problems. In other words, you do solve an external problem as a company, but your customers are looking for resolution to that feeling. And if we aim some marketing copy at resolving that feeling, it's going to go further than anyone else.
Donald Miller sits down with Mike McHargue, aka "Science Mike," to discuss what's really going on in your customers' brains when they come to your website. It's a fun and accessible look at the neuroscience of sales and marketing. When you understand how the human brain is wired, you can create irresistible marketing that taps into your customers' most powerful, predictable instincts.
Visit http://buildingastorybrand.com/2 to get an unedited version of the interview with Science Mike, along with a video of Don's website critique.