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The StoryBrand Framework: Why Your Marketing Message Is Confusing Everyone | Lazy Leverage #67
Manage episode 497563220 series 3611694
Jon Matzner and Peter Lohmann, Jon Matzner, and Peter Lohmann에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Jon Matzner and Peter Lohmann, Jon Matzner, and Peter Lohmann 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.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
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