How To Clarify Your Brand Message (Without Using Fluffy Words)

clear marketing

How many times have you asked someone “what they do”, and their response bores you to death?

They have 3-seconds to win you attention!

Generally, they will respond with their profession, i.e. accountant or broker, etc. Then they follow with their product or services they sell and then into the features, etc.

You lose attention, and you get distracted by food or drink – while trying to find a way to escape the conversation.

Do you want to know the ‘secret weapon’ in growing your business?

I’ll explain the framework to create a compelling story that will engage people’s attention and get them hooked to know more.

Note: You can use this framework in your elevator pitch, website or any marketing material.

If You Confuse – You Lose

It’s very simple – when you confuse you will lose money & sales.

People are bombarded with 4,000+ marketing messages per day.

Our brain will automatically shut out noise – so an unclear message is the quickest way to lose money.

Creating a clear message will help people understand how you can help them which will help grow your company.

Most companies are wasting an enormous amount of money on marketing (billboards & websites).

Creating a Story

Firstly, we need to talk about why stories are so compelling.

We’re daydreaming all day long (you are still reading, yeh?).

However, it’s when we sit down to watch a movie that we engaged in a story.

Movies are simple and follow a logical order of events to keep us engaged (story framework discussed later).

Think of an awesome movie you recently watched – it usually has a clear story – it doesn’t go off in 3 different directions.

When I say directions, I mean the Jason Bourne movie doesn’t have him trying to get a University Degree & finding a partner all while trying to find his identity (that’s too difficult to comprehend).

Stories influence how the brain works, and you can use it to grow your business!

The Brain: Survive & Thrive

Your brain wants to keep you alive – It’s always (conscious or unconscious) scanning ways to survive & thrive!

Nowadays we have food, water & shelter all sorted, but now we’re evolved in ways to survive & thrive by building social relationships, gaining status, be associated with a tribe, etc.

What this means is you?

You have to communicate something about your business that helps the customer strive or thrive otherwise they won’t be interested.

So when you start talking about your business, features, products/services (all things you’re excited about), they are scanning the information and asking themselves “how is this going to help me?”.

The Brain: On a Treadmill

Imagine your brain is on a treadmill!

Usually, your brain would burn 600 calories day.

But when you’re studying or working on a project, your brain will 1000+ calories & you’re going to be tired.

You’re brain has this mechanism that shuts down to conserve calories.

So what does this have to do with you? 

If you don’t communicate how you help them survive & thrive then their brain will turn off & go to a competitor.

The Grunt Test / Questions

Imagine you have to explain your offering to a cave-person – we call it the ‘The Grunt Test’.

Your brain wants to know:

  1. What do you have to offer?
  2. How does this help me?
  3. Where / how do I buy?

Your marketing message in presentation, website, emails etc. must answer these questions.

Does your website answer these questions above the fold?

If it doesn’t, you’re losing sales every day. 

Brand Story Framework

Let now look at a movie framework:

  • A Character – it will introduce the character and their situation.
  • Who has a problem – In the first 10-12 minutes the character will have a problem that cannot solve by themselves.
  • Meets a guide  – Then they meet a guide who understands their fears and has the authority to help solve their problem.
  • And give them a plan – The guide will provide them with a plan to overcome their problem & how they will help them.
  • Then call them to action – They will guide them and give them the courage to take action.
  • That results in success – Everyone loves a happy ending, but there must be a level of risk.

What Is Your Story

Now it is time for you to follow the framework above to create your story.

Remember, you’re not the hero the customer is ‘the character’.

If you need help creating your story for your website – contact us for more information.

Adam Rowles
Blueprint Homes