This is not a book about telling your company's story. A book like that would be a waste of time. Customers don't generally care about your story; they care about their own. Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands.
What follows is a seven-part framework that will change the way you talk about your business and perhaps the way you do business.
Each year we help more than three thousand businesses stop wasting money on marketing and get their companygrowing by helping them clarify their message. This framework will work for you, regardless of your industry.
To get the most out of this book, I encourage you to do three things:
1. Read the book and understand the SB7
Framework.
2. Filter your message through the framework.
3. Clarify your message so more customers listen.
Marketing has changed. Businesses that invite their customers into a heroic story grow. Businesses that don't are forgotten.
May we all be richly rewarded for putting our customers' stories above our own.
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