Quotes about Communication

In your marketing copy, don't be cute, be clear.

When we start our elevator pitch or keynote address, or when somebody visits our website, they're burning calories to process the information we're sharing. And if we don't say something (and say something quickly) they can use to survive or thrive, they will tune us out.

STORYBRAND PRINCIPLE SEVEN: NEVER ASSUME PEOPLE UNDERSTAND HOW YOUR BRAND CAN CHANGE THEIR LIVES. TELL THEM.

The key is to make your company's message about something that helps the customer survive and to do so in such a way that they can understand it without burning too many calories.

Customers make buying decisions not based on what we say but on what they hear.

If you have a clear message and no sales funnel, your business will not grow.

For instance, if step one in the plan is to "set up a call," what benefits will they receive from that call? Will it save them time, will they find out if they're a good fit, will they get information they currently don't have?

Nobody will listen to you unless they sense that you like them. If a person senses that you do not like them, that you do not approve of their existence, then your religion and your political ideas will all seem wrong to them. If they sense that you like them, then they are open to what you have to say.

Each step of the plan should have a few words that discuss the benefits for the customer.

For a long time, I thought I was good at relationships because I was charming.

In order to ease our customers' concerns, we need to place large stones in that creek. When we identify the stones our customers can step on to get across the creek, we remove much of the risk and increase their comfort level about doing business with us. It's as though we're saying, "First, step here. See, it's easy. Then step here, then here, and then you'll be on the other side, and your problem will be resolved.

You'll be able to use your one-liner on your website, in emails, keynotes, and elevator pitches. Your one-liner will be the central component to your entire messaging campaign.