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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 cust...
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