2 Marketing STEP TWO: The Right Engine

Question 1

What is the main focus of Step Two in the StoryBrand Framework?

Answer 1

Clarifying your marketing message to increase sales

Question 2

What problems does Step Two aim to solve?

Answer 2

• Uncertainty in discussing products
• Low conversion rates on marketing collateral
• Lack of customer referrals
• Absence of a controlling idea in social media
• No loyal brand following
• Customer confusion about products

Question 3

What is the significance of a logo and brand colors in marketing?

Answer 3

They are important, but do not directly increase sales without effective communication of product value

Question 4

What is more important than having an attractive brand design?

Answer 4

Communicating how the product solves a problem for potential customers

Question 5

What do the right and left engines of your marketing strategy represent?

Answer 5

• Right engine: Marketing
• Left engine: Sales

Question 6

What is the objective of the marketing effort in Step Two?

Answer 6

To explain product offerings in clear, simple language that motivates purchases

Question 7

What is the heart of marketing according to the text?

Answer 7

The words used in marketing collateral

Question 8

What is a BrandScript?

Answer 8

A tool made up of seven talking points to invite customers into a story

Question 9

Why do words matter in building a small business?

Answer 9

They attract customers and encourage them to buy products

Question 10

What two primary ideas should be considered when using words in marketing?

Answer 10

• Focus on survival and thriving
• Use simple, clear language

Question 11

What is the dominant job of the human brain?

Answer 11

To scan for information that helps with survival

Question 12

What are customers primarily concerned with when considering a product?

Answer 12

How the product can solve a problem related to their survival and thriving

Question 13

Fill in the blank: A marketing message should be associated with the customer’s _______.

Answer 13

[survival]

Question 14

What is the impact of daydreaming on marketing messages?

Answer 14

It causes customers to ignore messages that do not seem relevant to their survival

Question 15

How can story be used in marketing?

Answer 15

To capture attention and communicate product value effectively

Question 16

What does the StoryBrand Framework provide for marketers?

Answer 16

Seven plot points and corresponding Soundbites to clarify messaging

Question 17

What is the first element of the StoryBrand Framework?

Answer 17

A character who wants something

Question 18

Why is specificity important in marketing messages?

Answer 18

It helps to open a story loop in the customer’s mind

Question 19

What should businesses focus on when discussing customer needs?

Answer 19

Identifying specific desires of the customer

Question 20

True or False: Customers are likely to buy a product simply because they want it.

Answer 20

False

Question 21

What is necessary to close the story loop opened by identifying customer wants?

Answer 21

Convincing them they need the product or service

Question 22

What is the purpose of a Soundbite in marketing?

Answer 22

To identify something potential customers want and open a story loop in their mind that leads to a purchase.

Question 23

What must be overcome for a hero in a story?

Answer 23

A conflict or challenge.

Question 24

Why is conflict important in storytelling?

Answer 24

It makes the story interesting and engages the audience.

Question 25

What do customers buy products and services for?

Answer 25

To solve problems.

Question 26

What is the second StoryBrand Element?

Answer 26

Must overcome a conflict.

Question 27

Who is the guide in a story?

Answer 27

A character that helps the hero overcome challenges.

Question 28

What is the mistake many small-business leaders make in marketing?

Answer 28

Positioning themselves as the hero instead of the guide.

Question 29

What are the two key actions to position yourself as a guide?

Answer 29

* Express empathy * Demonstrate authority

Question 30

What should you include in your marketing collateral to express empathy?

Answer 30

Statements that acknowledge the pain your potential customers are experiencing.

Question 31

How can you demonstrate authority as a guide?

Answer 31

By showing competence and experience in solving customers' problems.

Question 32

What is the fourth StoryBrand Element?

Answer 32

Who gives them a plan.

Question 33

Why do customers need a plan before making a purchase?

Answer 33

To feel more confident and reduce perceived risks.

Question 34

What is an effective number of steps in a plan for customers?

Answer 34

Three or four steps.

Question 35

What does a three-step plan help to do for customers?

Answer 35

Lifts the fog and clarifies the process of moving from problem to solution.

Question 36

What should you include in your marketing to encourage customers to act?

Answer 36

A clear call to action.

Question 37

What is the fifth StoryBrand Element?

Answer 37

And calls them to action.

Question 38

What is a common behavior of customers regarding making purchases?

Answer 38

They often wait for a prompt or ask to take action.

Question 39

What is an example of a three-step plan for selling shoes?

Answer 39

* Order the shoes * Try them on at home * Ship them back if they don’t fit

Question 40

What phrase can be used to express empathy in marketing collateral?

Answer 40

We know how it feels to struggle with...

Question 41

True or False: Customers are always eager to make a purchase without guidance.

Answer 41

False.

Question 42

What is the role of the guide in a customer's journey?

Answer 42

To help the hero (customer) overcome challenges and achieve their goals.

Question 43

What must guides do to help heroes resolve their problems?

Answer 43

Challenge them to take action ## Footnote Examples include leaving the shire or climbing the mountain.

Question 44

What is the primary call to action needed in small business marketing?

Answer 44

Encourage customers to place an order ## Footnote This can be through 'buy now' buttons on websites.

Question 45

How should 'buy now' buttons be designed on a website?

Answer 45

Bright, bold, and obvious to press ## Footnote They should flow down the page in every section.

Question 46

How should buttons be labeled if they are not 'buy now'?

Answer 46

Use direct phrases like 'schedule an appointment' or 'call today' ## Footnote This conveys urgency and clarity.

Question 47

What mistake do many small-business leaders make in marketing?

Answer 47

Being too passive in their calls to action ## Footnote This can lead to missed opportunities for sales.

Question 48

Why is it important to communicate belief in a product?

Answer 48

Customers want to know you believe in your product's ability to solve their problem ## Footnote It enhances their willingness to purchase.

Question 49

What should customers understand about the stakes in a marketing story?

Answer 49

What can be won or lost based on their actions ## Footnote This makes the story more engaging and relevant.

Question 50

What two categories should be addressed to add stakes to a marketing story?

Answer 50

Failure and success ## Footnote This highlights the consequences of not buying.

Question 51

What motivates people to avoid buying a product?

Answer 51

The desire to avoid discomfort and frustration ## Footnote Highlighting how a product alleviates pain can drive sales.

Question 52

What should marketing collateral include to increase urgency?

Answer 52

Negative stakes and consequences of not buying ## Footnote This can lead to increased orders.

Question 53

What must a story convey to the audience?

Answer 53

A vision of what life will be like if they buy the product ## Footnote This addresses the customer's desire for a 'happily ever after.'

Question 54

How can perceived value of a product be increased?

Answer 54

By communicating the positive ramifications of using the product ## Footnote This can make the price seem more justifiable.

Question 55

What should be listed in marketing to show value to customers?

Answer 55

The positive outcomes of purchasing the product ## Footnote This attracts customers to the benefits they will receive.

Question 56

What is the function of a BrandScript in marketing?

Answer 56

To organize thinking, clarify messages, and invite customers into a story ## Footnote It helps in framing how customers can solve their problems.

Question 57

What should be done with new messaging in marketing collateral?

Answer 57

Use it across all marketing materials ## Footnote This includes landing pages, emails, and conversations.

Question 58

What common element do successful sales pitches share?

Answer 58

They invite customers into a story where they are the hero ## Footnote This connects the product to solving the customer's problem.

Question 59

What should follow-up emails include to be effective?

Answer 59

A clear explanation of the customer's predicament and how to resolve it with the product ## Footnote This clarity can lead to closing sales.

Question 60

What commitment should small business owners make regarding sales conversations?

Answer 60

Use the Customer Is the Hero Framework in follow-up emails ## Footnote This practice can significantly grow revenue.