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Brands should avoid confusing customers from "summary" of Building a Storybrand by Donald Miller
When businesses confuse customers, they lose them. Confusion causes customers to tune out, click away, and move on to a competitor who can clearly articulate what they offer and how it will make the customer's life better. Confusion is the enemy of every brand. It's like a fog that settles over a website, a social media post, or an email campaign, obscuring the message and leaving customers scratching their heads. Customers are bombarded with messages all day long, and if a brand's message is not crystal clear, it will get lost in the noise. Brands must make it easy for customers to understand who they are, what they offer, and how it will benefit the customer. Confusion leads to frustration, and frustrated customers do not stick around. They will seek out a brand that can give them the clarity they crave. To avoid confusing cus...
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