The StoryBrand Podcast #17: Ryan Deiss—4 Simple Ways to Make Your Marketing More Persuasive
Nov 7, 2016
Ryan Deiss, founder of Digital Marketer, dives into the essence of customer transformation rather than just selling products. He explains the powerful four-part framework that helps businesses guide customers from their 'before' to 'after' states. Utilizing emotional value and compelling storytelling, Ryan emphasizes understanding the tangible and emotional shifts in customers' lives. He warns against being product-centric and encourages businesses to listen closely to their audience to enhance messaging, making marketing more persuasive.
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Plumber Who Saved The Day
- Ryan recounts a plumber fixing an overflowing toilet and rescuing a ruined day or relationship by showing up at night.
- That plumber's action transforms the customer's day and delivers far more value than the task alone.
Move Beyond Features To Feelings
- Most businesses stop at the external feature (the "have") when marketing their product.
- Speaking to how customers feel after the change is far more persuasive and less commoditized.
Mine Customer Stories For Copy
- Ask customers to tell specific stories about their worst and best days before and after your product to find compelling narratives.
- Turn those stories into emails, ads, and web copy that vividly show transformation.