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Insight & Analysis - June 3, 2021

2 Biggest Mistakes Brands Make when they Talk about their Products or Services

A lot of businesses have true value they want to offer their prospective customers. However, they aren’t quite sure how to communicate this value. They usually throw a lot of information at the customers in their elevator pitch,  website, advertising, or when having a one-on-one interaction. This easily leads to brands being ignored.

Marketing expert, Donald Miller points out in his book, Building a StoryBrand, that the brains of prospective customers like every other human being are built to filter out the noise and focus on messages that offer vital solutions for their survival.

Drawing from insights provided by Miller, here are the 2 biggest mistakes brands make when they talk about their products and services.

1. They Fail to Spotlight Aspects of their Offer that is Crucial to Human Survival

Remember the last time you were sitting in a large hall or conference room. What did you pay the most attention to? Were you counting the chairs in the room or taking note of the exits? Most of the time our brains care more about the exits than the number of chairs because that’s what’s crucial to our survival. Miller gives this example, illustrating how the mind focuses on what helps us survive. Thus, when crafting the message for your customers, speak more about how your offer helps them upgrade their social status, save more, stay healthy or even get that dream spouse. When brands share their own stories, rather than put the customers’ stories in focus, they make themselves the proverbial chairs in the room and not the exits. 

2. They’re Overloading Their Customers with Excess Information

In a move to communicate the entirety of the value being offered, a lot of brands make it difficult for customers to understand the message being passed. Miller points that the human brain is continuously trying to reserve calories or energy for survival. When customers burn too many calories trying to understand your message, they’ll naturally ignore it to conserve energy. 

All in all, when creating messages for your customers, say how your product or service helps them survive. Don’t forget to go straight to the point. When customers are on board with your offer, they’ll intuitively seek supporting information about your brand.

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