how's it going?

Have you ever been confused by someone’s website?

Like figuring out what they actually do or sell?

Yeah... me too.

Clarity is arguably the most important aspect to your brand messaging.

If you can’t convey a concise message that makes sense to your readers — your competitors are only one click away.

People don’t want to think more to figure out your offer or or its benefits…

People want to want to THINK LESS!

They don’t shop for products to be led down a rabbit hole of useless information and meaningless jargon.

So why make them decode “clever” language?
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For some, this clarity is enough to buy from you immediately, without even looking at the competition (assuming you have a great offer, of course 😉)

Your audience is always asking themselves:

1. What exactly do you offer?
2. How will it make my life better?
3. Why should I buy it from you?
4. What do I need to do to buy it?

If you want to win, you need to be able to answer these questions clearly and concisely — on your website, on your social media, in your emails… everywhere!

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a framework to clarify your messaging 🖌

There's a simple framework I love to use, and it's based on he age-old storytelling structure — the hero's journey.

In Donald Miller's book, Building a StoryBrand, he presents this structure through the lens of the modern business.

The book takes you through the process of creating a “BrandScript” for your business.

It forces you to be disciplined about who you are speaking to, what their challenges are, what you brand message is, and how to clearly convey it.

...if you haven't read his book, I highly recommend it.

(That's an affiliate link above. Here's a plain link to get the book if you prefer.)​
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our easy-to-use template 📄

I've been using Miller's BrandScript framework quite a bit over the past little while.

...and in doing so, I've created an easy template in Google Slides that will help you write a BrandScript for your business.

The link below will take you to a Google Slides page that asks if you want to make a copy of the document.

Just click “Make a Copy” and you're ready to go.

So go ahead and...

When filling it out, you can type in the “ANS” text blocks under the guiding questions of each section.

Note: Be sure to create a separate BrandScript for each of your target markets — otherwise your messaging will get diluted and confusing.

If you have any questions, I'm always here.

And feel free to share your BrandScript too! I'd love to hear what you come up with!

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Stay fresh,
Robert

P.S. In case you haven't heard — The Matrix Resurrections hits theaters on December 22nd 🤯

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