2 Marketing STEP TWO: The Right Engine Flashcards
What is the main focus of Step Two in the StoryBrand Framework?
Clarifying your marketing message to increase sales
What problems does Step Two aim to solve?
- Uncertainty in discussing products
- Low conversion rates on marketing collateral
- Lack of customer referrals
- Absence of a controlling idea in social media
- No loyal brand following
- Customer confusion about products
What is the significance of a logo and brand colors in marketing?
They are important, but do not directly increase sales without effective communication of product value
What is more important than having an attractive brand design?
Communicating how the product solves a problem for potential customers
What do the right and left engines of your marketing strategy represent?
- Right engine: Marketing
- Left engine: Sales
What is the objective of the marketing effort in Step Two?
To explain product offerings in clear, simple language that motivates purchases
What is the heart of marketing according to the text?
The words used in marketing collateral
What is a BrandScript?
A tool made up of seven talking points to invite customers into a story
Why do words matter in building a small business?
They attract customers and encourage them to buy products
What two primary ideas should be considered when using words in marketing?
- Focus on survival and thriving
- Use simple, clear language
What is the dominant job of the human brain?
To scan for information that helps with survival
What are customers primarily concerned with when considering a product?
How the product can solve a problem related to their survival and thriving
Fill in the blank: A marketing message should be associated with the customer’s _______.
[survival]
What is the impact of daydreaming on marketing messages?
It causes customers to ignore messages that do not seem relevant to their survival
How can story be used in marketing?
To capture attention and communicate product value effectively
What does the StoryBrand Framework provide for marketers?
Seven plot points and corresponding Soundbites to clarify messaging
What is the first element of the StoryBrand Framework?
A character who wants something
Why is specificity important in marketing messages?
It helps to open a story loop in the customer’s mind
What should businesses focus on when discussing customer needs?
Identifying specific desires of the customer
True or False: Customers are likely to buy a product simply because they want it.
False
What is necessary to close the story loop opened by identifying customer wants?
Convincing them they need the product or service
What is the purpose of a Soundbite in marketing?
To identify something potential customers want and open a story loop in their mind that leads to a purchase.
What must be overcome for a hero in a story?
A conflict or challenge.
Why is conflict important in storytelling?
It makes the story interesting and engages the audience.
What do customers buy products and services for?
To solve problems.
What is the second StoryBrand Element?
Must overcome a conflict.
Who is the guide in a story?
A character that helps the hero overcome challenges.
What is the mistake many small-business leaders make in marketing?
Positioning themselves as the hero instead of the guide.
What are the two key actions to position yourself as a guide?
- Express empathy
- Demonstrate authority
What should you include in your marketing collateral to express empathy?
Statements that acknowledge the pain your potential customers are experiencing.
How can you demonstrate authority as a guide?
By showing competence and experience in solving customers’ problems.
What is the fourth StoryBrand Element?
Who gives them a plan.
Why do customers need a plan before making a purchase?
To feel more confident and reduce perceived risks.
What is an effective number of steps in a plan for customers?
Three or four steps.
What does a three-step plan help to do for customers?
Lifts the fog and clarifies the process of moving from problem to solution.
What should you include in your marketing to encourage customers to act?
A clear call to action.
What is the fifth StoryBrand Element?
And calls them to action.
What is a common behavior of customers regarding making purchases?
They often wait for a prompt or ask to take action.
What is an example of a three-step plan for selling shoes?
- Order the shoes
- Try them on at home
- Ship them back if they don’t fit
What phrase can be used to express empathy in marketing collateral?
We know how it feels to struggle with…
True or False: Customers are always eager to make a purchase without guidance.
False.
What is the role of the guide in a customer’s journey?
To help the hero (customer) overcome challenges and achieve their goals.
What must guides do to help heroes resolve their problems?
Challenge them to take action
Examples include leaving the shire or climbing the mountain.
What is the primary call to action needed in small business marketing?
Encourage customers to place an order
This can be through ‘buy now’ buttons on websites.
How should ‘buy now’ buttons be designed on a website?
Bright, bold, and obvious to press
They should flow down the page in every section.
How should buttons be labeled if they are not ‘buy now’?
Use direct phrases like ‘schedule an appointment’ or ‘call today’
This conveys urgency and clarity.
What mistake do many small-business leaders make in marketing?
Being too passive in their calls to action
This can lead to missed opportunities for sales.
Why is it important to communicate belief in a product?
Customers want to know you believe in your product’s ability to solve their problem
It enhances their willingness to purchase.
What should customers understand about the stakes in a marketing story?
What can be won or lost based on their actions
This makes the story more engaging and relevant.
What two categories should be addressed to add stakes to a marketing story?
Failure and success
This highlights the consequences of not buying.
What motivates people to avoid buying a product?
The desire to avoid discomfort and frustration
Highlighting how a product alleviates pain can drive sales.
What should marketing collateral include to increase urgency?
Negative stakes and consequences of not buying
This can lead to increased orders.
What must a story convey to the audience?
A vision of what life will be like if they buy the product
This addresses the customer’s desire for a ‘happily ever after.’
How can perceived value of a product be increased?
By communicating the positive ramifications of using the product
This can make the price seem more justifiable.
What should be listed in marketing to show value to customers?
The positive outcomes of purchasing the product
This attracts customers to the benefits they will receive.
What is the function of a BrandScript in marketing?
To organize thinking, clarify messages, and invite customers into a story
It helps in framing how customers can solve their problems.
What should be done with new messaging in marketing collateral?
Use it across all marketing materials
This includes landing pages, emails, and conversations.
What common element do successful sales pitches share?
They invite customers into a story where they are the hero
This connects the product to solving the customer’s problem.
What should follow-up emails include to be effective?
A clear explanation of the customer’s predicament and how to resolve it with the product
This clarity can lead to closing sales.
What commitment should small business owners make regarding sales conversations?
Use the Customer Is the Hero Framework in follow-up emails
This practice can significantly grow revenue.
