Brands should communicate a clear call to action from "summary" of Building a Storybrand by Donald Miller
A brand's message should be crystal clear, leaving no room for confusion or ambiguity. When a customer visits your website or sees your advertisement, they should immediately understand what you are offering and what action you want them to take. This call to action should be straightforward and compelling, prompting the customer to act without hesitation.
In order to achieve this clarity, brands must focus on simplicity and avoid overwhelming their audience with too much information. By keeping the message concise and to the point, customers are more likely to engage with the brand and follow through on the call to action. This simplicity also helps in establishing a strong brand identity that is easy for customers to remember and connect with.
Logical sequencing is crucial in guiding the customer towards the desired action. Each piece of communication should lead the customer through a logical progression, starting with an introduction to the brand and product, followed by the benefits and advantages, and finally culminating in a clear call to action. This helps in building a cohesive narrative that resonates with the customer and encourages them to take the next step.
Transition words and phrases play a key rol...
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