The Public Relations Blog

How to persuade your consumer to consider buying your products or services

You’ve gotten to the point where you’ve now developed a relationship with the consumer, and they aren’t ready to place an order yet. This is why you’ll have to give them a plan.

Even though the consumer has you guiding them and telling them your product or service’s mission, the consumer most likely feels “at risk” once you initiate an invitation to place an order. They may fear losing money, feeling tricked, or being disappointed. In response, they’ll start making excuses to not do business with you. This is when you develop a plan.

How to determine the best buying journey for your consumers

Identity transformation is the transformation that occurs as an effect of the StoryBrand BrandScript you put together. However, you need to know who you’re helping your customers become before you can start the BrandScript, which is why you should start with the identity transformation. 

How to determine what your consumers want and need from your brand

Your StoryBrand BrandScript begins with a character. This is because “a story only [begins] when we define something our customers want.” Without a character, you leave customers waiting for the story to start. 

To define what your consumer wants from you, you must ask yourself these questions: Who are they? What do they need and want? What is their ultimate goal?

So many companies waste a large amount of money on marketing, but what if we said you didn’t have to do that to be successful? Follow this BrandScript series to see how you can do that in a short, seven-part framework.

In this episode, guest Rob Biesenbach, keynote speaker, author, and retired actor, and host Jason Mudd discuss the power of saying “No,” the importance of storytelling, how to become a keynote speaker, and challenges keynote speakers face. Rob worked in corporate communications by day and began a secondary career of acting at night. From there, he launched his keynote speaking business and has been teaching people the lessons he learned from acting and improv and how to implement them into corporate communications and business.

Tune into this episode to learn how to implement improv and stage presence into your career as well as the power of saying “No” and the importance of storytelling.

If you’re part of the marketing department heads, public relations, and corporate communications leaders at a mid-market to enterprise size company and you’re looking for ways to improve your storytelling approach with the intention of increasing your organization’s sales, this week’s episode is the missing key that will unlock your business growth!

Guest:

Tim founded Oratium in 2011. As CEO, he leads the ongoing development of Oratium’s intellectual property as well as leading all major client relationships. Tim has developed a remarkable insight into the science of designing and delivering extraordinary sales messaging.

Since we have a good idea of the StoryBrand BrandScript framework, it is imperative to get an idea of the BrandScript in action.

The explanatory paragraph is the BrandScript in a much longer and well-written form. It is a section that’s typically used on a company’s website to provide more information on the company.

The customer, who is the hero, has a natural concern to get an idea of who his guide is. Therefore, the explanatory paragraph for a moment sheds some light on the company by providing more details to the brand story.

Are you aware that business owners and companies are sometimes unaware of how to properly introduce their brands? When presented with a question of what your company does, it is tempting to blurt out a direct, non-persuasive response.

The challenge with this is it doesn’t strike a note with customers because you might end up looking incompetent.

Thankfully, there is an art and a science to introducing one’s brand. That is the StoryBrand BrandScript one-liner.

Have you ever wondered why brands with excellent products and services sometimes record poor sales? The answer is simple: poor communication of your brand’s message.

In this post, we’ll discuss a revolutionary marketing tactic that makes optimal use of fundamental elements of human nature to help companies effortlessly get to the core of their brand message. Author Donald Miller developed this marketing framework, inspired by principles of storytelling called the StoryBrand 7 Part Framework. The “main character” of one’s branding and marketing is the customer, not the brand. The brand plays the role of the guide, leading the “main character” to success.

Learn what you can be doing to increase your news release engagement and how you can use commercial newswires to your benefit with our guest Serena Ehrlich.

Guest:

Our episode guest is Serena Ehrlich, director of product marketing at Business Wire. She is responsible for Business Wire’s go-to-market marketing strategy, including initiating consumer discovery, supervising product releases, developing market-oriented content, and creating thought leadership initiatives.