Building a StoryBrand: Clarify Your Message So Customers Will Listen

by Donald Miller

1. Create a One-liner. This roadmap is going to teach you the four-part formula for creating a single statement that will grow your business. You’ll want to memorize this statement yourself and repeat it any time somebody asks you what you do. You can teach your one-liner to your staff and feature it on your website, in e-mail signatures, and even on the back of your business card. People are wondering how you can make their lives better, and we’re going to show you how to tell them in such a way that they will want to engage with your brand. 2. Create a Lead Generator and Collect E-mail Addresses. You need a lead generator. You need a PDF, e-course, video series, webinar, live event, or just about anything else that will allow you to collect e-mail addresses. A lead generator will help you find qualified buyers so you can let them know, directly and authoritatively, how you can help them resolve their problems. This may be the single most important piece of collateral you create in response to this book, and in this roadmap, I’ll show you how. 3. Create an Automated E-Mail Drip Campaign. Marketing has changed, and even the largest of companies are diversifying their ad spend to include e-mail campaigns. But where is the best place to get started? By far, you’ll get your best results through an automated drip campaign. In this section, I’ll give you the basics. Once you start collecting e-mail addresses and using a beginner’s nurturing campaign, it will be...