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Brands should guide customers towards a desired outcome from "summary" of Building a Storybrand by Donald Miller
In order to be successful, brands need to do more than just sell products or services – they need to guide customers towards a desired outcome. This means that every aspect of a brand’s messaging and marketing efforts should be designed to lead customers on a journey that ultimately ends with them making a purchase or taking some other desired action. One way that brands can guide customers towards a desired outcome is by clearly communicating the benefits of their products or services. This means focusing on how a product or service will improve a customer’s life, rather than just listing its features. By highlighting the ways in which a product or service can solve a customer’s problems or address their needs, brands can make a stronger case for why customers should choose them over the competition. Another important aspect of guiding customers towards a desired outcome is creating a clear and compelling call to action. This means telling customers exactly what they need to do in order to take the next step towards making a purchase. Whether it’s signing up for a newsletter, requesting a free trial, or making a purchase, brands need to make it as easy as possible for customers to move forward in the buying process. In addition to clearly communicating the benefits of their products or services and providing a clear call to action, brands also need to ensure that their messaging is consistent across all channels. This means that whether a customer is interacting with a brand on social media, through email marketing, or on their website, they should receive a cohesive and unified message that reinforces the brand’s key value propositions and encourages them to take the next step.- Brands can increase their chances of converting leads into customers and ultimately growing their business. It’s not enough to simply have a great product or service – brands need to actively lead customers through the buying process in order to succeed in today’s competitive marketplace.
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