I have two things to share this edition. I hope they’ll get you thinking as much as they have me this week. Here we go:
My buddy and Honestly collaborator, Bill Pasnau, came to town this week to discuss StoryBrand. I’ve read the book, but he’s a certified StoryBrand guide (and one of the writers on the team). One topic discussed was that marketers often only talk about the benefits of using their product or service and neglect communicating the negative effects their products or services help their customers avoid.
These admittedly are delicate waters to navigate. However, done with empathy and in service to your customers, showing them what they’ll “lose” is truth. Every story’s hero knows what happens if they make the wrong choice; fortunes are lost, the rival team wins, the monster destroys the city, and so on.
As marketers, product managers and entrepreneurs, we must help our customers know how to get what they want by making sure they know what they don’t want.
Also published on Medium.