Most business owners struggle to clearly communicate about their business.
That leads to confusing marketing words and lost business.
Confusion in marketing messaging is much more common than people realize.
That’s a real shame. Here’s why:
If the words on a site cause prospects burn mental calories they are going to quickly leave the site (aka: “bounce”).
That’s because they are already being bombarded daily with thousands of messages.
So, if your visitors can’t connect what you do with their problem in 5 seconds or less, they are going to feel like it’s time to go elsewhere.
And that is wasting your valuable marketing $$$.
You may be surprised how easy it is to be “confusing” in this context.
Here’s a very obvious example from an actual website (minus the logo, to protect the innocent). They are being clever instead of clear:
Looks pretty, but what does it mean?
Again, a visitor to this website will initially give about 3-5 seconds to scan—then they’ll move on if it doesn’t make sense to them.
Compare that with the clarity offered in this website header (from a project we recently completed):
Their whole offering is right there in two sentences. You can soak that up in 5 seconds or less. Bam!
When this is done right, your visitors can instantly tell whether you’re their “people”.
And that’s what you want: a site that filters out the non-customers and leaves the customers who have been looking for what you have to offer.
Here are a few more common mistakes along these lines:
- Too many words / random ideas (hint: not part of a story)
- The wrong words
- A lot of hero talk (“we’re the best…”, “award-winning”etc.) – huge, subconscious customer turn-off
- Missing empathy
Good news: something can be done about all this.
There are 7 core ideas which must be present on a site for it to engage visitors and sell them on your products and services.
These are the same seven elements in every story or book you’ve ever loved.
The rest is noise.
Clarifying your messaging can have a huge impact on your conversion rates—sometimes as high as 5X.
Hans describes how a "storied" messaging works (in under 8 mins)
What some my customers are saying:
Hans has a great understanding of the Story Brand framework and was expertly able to take my thoughts and craft messaging that will resonate with my ideal client. I’ve been spinning my wheels on this for months. It took one hour with Hans to get it right!
Before working with Really Clear Branding, we had no cohesive brand message. It was brutal. When someone would ask what we do, the first thing we would say after a long pause is “it’s hard to explain”. The amount of attention and data gathering you did to get us to where our messaging was smooth and on brand was great. Now we have a road map that we can use to keep our brand and marketing relevant and on message.
My website stopped generating business for me back in 2020. Hans removed the confusion from my messaging and built a new, StoryBranded home page for me. Now I’m back to getting new clients!
We needed help getting a clear message easily communicated to the team. Hans was very attentive to every last detail. I wouldn’t work with anyone else when it comes to branding. Erin Leece, CEO Sunforge Energy
Curious to know more?
Let’s talk about your marketing goals and challenges.
Click here to get right onto my calendar.
Meanwhile…get the book. You’ll thank me later!
Donald Miller will completely transform and simplify your understanding of marketing. Everyone I’ve given it to has thanked me profusely.
Available on Amazon in all formats (Kindle, Audible, etc.). Click here to get it.