Business Made Simple: 60 Days to Master Leadership, Sales, Marketing, Execution, Management, Personal Productivity and More (Made Simple Series)

by Donald Miller

Start with the problem you or your company helps people overcome. 2.Agitate that problem to make it even worse. 3.Position yourself, your company, or your product as the resolution to the problem. 4.Describe the happy ending people will experience if they use your product to resolve their problem. This simple formula has been proven over and over to engage an audience. When you filter the “facts” of your company through this story formula, all that’s left is the good stuff. For instance, let’s say you run a pet boarding business. You might tell your story this way: Most people hate leaving their pet at a kennel when they travel. They feel guilty as they picture their lovable pup’s sad eyes watching and waiting behind the bars of a cage until they return. At Pet-Paws Paradise, we play with your pet for at least eight hours each day so they are constantly preoccupied and happy while you travel. They go to bed each night exhausted, dreaming of all the fun they had that day. When you leave your pet with us, you know your pet is safe and happy so you can feel great like the terrific pet owner you are!