1. YOUR CUSTOMER IS THE HERO
Every great story has a hero. Most brands position themselves as the hero but it is more effective to make your customer the hero and your brand the guide who helps the hero resolve a need in their life.
2. FOCUS ON VALUE NOT TACTICS
Your customer has a need that your brand can fill. Show your customers that your brand is the pathway to resolving that need and what their life will look like afterwards. Explain how you plan to do that after you get their attention.
3. CREATE A ONE-LINER
Your customers do not want to have to guess what you do. Long and complicated descriptions are not the path to clearly defining your brand. A succinct statement about the value you offer customers should be used in every element of your marketing. Confused customers do not become buyers.