Artwork

محتوای ارائه شده توسط Jon Matzner and Peter Lohmann, Jon Matzner, and Peter Lohmann. تمام محتوای پادکست شامل قسمت‌ها، گرافیک‌ها و توضیحات پادکست مستقیماً توسط Jon Matzner and Peter Lohmann, Jon Matzner, and Peter Lohmann یا شریک پلتفرم پادکست آن‌ها آپلود و ارائه می‌شوند. اگر فکر می‌کنید شخصی بدون اجازه شما از اثر دارای حق نسخه‌برداری شما استفاده می‌کند، می‌توانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal
Player FM - برنامه پادکست
با برنامه Player FM !

The StoryBrand Framework: Why Your Marketing Message Is Confusing Everyone | Lazy Leverage #67

1:03:02
 
اشتراک گذاری
 

Manage episode 497563220 series 3611694
محتوای ارائه شده توسط Jon Matzner and Peter Lohmann, Jon Matzner, and Peter Lohmann. تمام محتوای پادکست شامل قسمت‌ها، گرافیک‌ها و توضیحات پادکست مستقیماً توسط Jon Matzner and Peter Lohmann, Jon Matzner, and Peter Lohmann یا شریک پلتفرم پادکست آن‌ها آپلود و ارائه می‌شوند. اگر فکر می‌کنید شخصی بدون اجازه شما از اثر دارای حق نسخه‌برداری شما استفاده می‌کند، می‌توانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal

Jon sits down with Wes Gay, a StoryBrand certified consultant who's been living and breathing the framework for almost a decade. He’s here to break down why most business messaging falls flat (and how to fix it).

The conversation dives deep into the seven-part StoryBrand framework, which treats your customer as the hero of their own story while positioning your business as the guide. Wes walks through each step: hero (your customer), problem (what they're struggling with), guide (you, with empathy and authority), plan (clear steps to success), call to action (what they should do next), and success or failure (the stakes).

What makes this framework so powerful is its simplicity. Instead of talking about how great your company is or listing features, you focus on solving specific problems for specific people. Wes shares real examples, from CarMax's three-step car selling process to how changing one button from "Schedule a Demo" to "Talk to an Expert" increased leads by 40%.

The second half gets tactical about finding your ideal customer. Wes reveals his favorite exercise: asking business owners to identify their favorite customers from the last two years - the ones who paid full price, said yes fastest, and became repeat buyers. Usually, one type emerges as 85% of the business.

They wrap up discussing how StoryBrand thinking can help refine Sagan's messaging, moving beyond "we provide global talent" to something more specific about helping growing companies hire affordably.

People don't buy what's best, they buy what they understand best.

Key Topics:

(01:36) The 7-Part StoryBrand Framework
(21:58) Why Sagan's Messaging Could Be Clearer (And How to Fix It)
(32:22) The Exercise That Reveals Your Real Target Customer
(46:20) How One Button Change Increased Leads by 40%
(47:08) Ideas for Using AI to Mine Customer Testimonials for Better Messaging

Stay connected for more insights and strategies by following:
Jon: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@MatznerJon⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ on X and at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lazyleverage.beehiiv.com⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Peter: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@pslohmann⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ on X and at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠peterlohmann.com

  continue reading

72 قسمت

Artwork
iconاشتراک گذاری
 
Manage episode 497563220 series 3611694
محتوای ارائه شده توسط Jon Matzner and Peter Lohmann, Jon Matzner, and Peter Lohmann. تمام محتوای پادکست شامل قسمت‌ها، گرافیک‌ها و توضیحات پادکست مستقیماً توسط Jon Matzner and Peter Lohmann, Jon Matzner, and Peter Lohmann یا شریک پلتفرم پادکست آن‌ها آپلود و ارائه می‌شوند. اگر فکر می‌کنید شخصی بدون اجازه شما از اثر دارای حق نسخه‌برداری شما استفاده می‌کند، می‌توانید روندی که در اینجا شرح داده شده است را دنبال کنید.https://fa.player.fm/legal

Jon sits down with Wes Gay, a StoryBrand certified consultant who's been living and breathing the framework for almost a decade. He’s here to break down why most business messaging falls flat (and how to fix it).

The conversation dives deep into the seven-part StoryBrand framework, which treats your customer as the hero of their own story while positioning your business as the guide. Wes walks through each step: hero (your customer), problem (what they're struggling with), guide (you, with empathy and authority), plan (clear steps to success), call to action (what they should do next), and success or failure (the stakes).

What makes this framework so powerful is its simplicity. Instead of talking about how great your company is or listing features, you focus on solving specific problems for specific people. Wes shares real examples, from CarMax's three-step car selling process to how changing one button from "Schedule a Demo" to "Talk to an Expert" increased leads by 40%.

The second half gets tactical about finding your ideal customer. Wes reveals his favorite exercise: asking business owners to identify their favorite customers from the last two years - the ones who paid full price, said yes fastest, and became repeat buyers. Usually, one type emerges as 85% of the business.

They wrap up discussing how StoryBrand thinking can help refine Sagan's messaging, moving beyond "we provide global talent" to something more specific about helping growing companies hire affordably.

People don't buy what's best, they buy what they understand best.

Key Topics:

(01:36) The 7-Part StoryBrand Framework
(21:58) Why Sagan's Messaging Could Be Clearer (And How to Fix It)
(32:22) The Exercise That Reveals Your Real Target Customer
(46:20) How One Button Change Increased Leads by 40%
(47:08) Ideas for Using AI to Mine Customer Testimonials for Better Messaging

Stay connected for more insights and strategies by following:
Jon: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@MatznerJon⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ on X and at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠lazyleverage.beehiiv.com⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠
Peter: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@pslohmann⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ on X and at ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠peterlohmann.com

  continue reading

72 قسمت

همه قسمت ها

×
 
Loading …

به Player FM خوش آمدید!

Player FM در سراسر وب را برای یافتن پادکست های با کیفیت اسکن می کند تا همین الان لذت ببرید. این بهترین برنامه ی پادکست است که در اندروید، آیفون و وب کار می کند. ثبت نام کنید تا اشتراک های شما در بین دستگاه های مختلف همگام سازی شود.

 

راهنمای مرجع سریع

در حین کاوش به این نمایش گوش دهید
پخش