Marketing Made Simple

At_________________[your company name] we know you are the kind of people who want to be_________________[aspirational identity]. In order to be that way, you need___________________[what your character wants]. The problem is_________________[external problem], which makes you feel_________________[internal problem]. We believe________________________[philosophical problem/statement]. We understand_________________[empathy]. That’s why we_________________[authority]. Here’s how it works____________________________[plan: step one, step two, step three]. So_________________[call to action], so you can stop_________________[failure] and start_________________[success].

In order to grow their companies, most people ignore what’s working and try to make something else start working too. But unless you have market dominance with the product that’s working, the greatest opportunity is to pour gasoline on the fire that’s already burning!

There is a name for businesspeople who fear rejection. We call them broke.

“we know what it feels like to ______________ .”

“Our customers no longer struggle with . . .”

“You don’t have to be confused anymore.”

“The stakes are high!”

“Act now and avoid the hassles.”

“Our heart breaks when we see people struggle with . . .”

What pain are you helping customers avoid? What pain are they currently dealing with that will be ended if they buy your products or service?

Some examples are:

• More wasted time

• Missed opportunities

• Lost business

• Embarrassment

• Loss of sleep

• Frustration

• Weight gain

• Confusion

• Isolation

• Lack of access

• Lack of guidance

• Loss of status

• Not reaching potential

• Losing to the competition

When stating the solution to your customer’s problem do three things:

• Connect the solution directly to the problem.

• Close the story loop.

• Avoid using cute and clever language as a substitute for clarity.

Why start your one-liner by stating a problem? (1) Because the problem is the hook, (2) because the problem adds value to your product or service, and (3) because stating the problem is a great way to be remembered in your customer’s mind.

Never forget, we are not telling our story or even talking about our products. We are always inviting our customers on a journey in which their lives are made better through the use of our products.