BrandScript

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Has a Problem

Villian
Is there a root cause of your customers’ problems? Can you personify this root cause as a villain? What is the villain in your customer’s story?

External
What is a problem your customers deal with as it relates to your product or service?

Internal
How is this villain making our customers feel?

Philosophical
Why is it “just plain wrong” for your customers to be burdened by this problem?

And Meets a Guide

Empathy
What brief statement can you make that expresses empathy and understanding?

Authority
How can you demonstrate competency in solving your customer’s problem?

Who Gives Them a Plan

Process
Are there 3 or 4 steps your customers can take that would lead them to a sale or explain how they would use your product after the sale?

Agreement
List the agreements you can make with your customers to alleviate their fears of doing business with you.

And Calls Then Into Action

Direct
What is your direct call to action?

Transitional
What transitional calls to action will you use to on-ramp customers?

That Helps Them Avoid Failure

List the negative consequences your customers will experience if they don’t use your product or service.