Building a StoryBrand
Building a StoryBrand
Donald Miller · first published 2017 · ISBN 9780718033330
Argues that most business messaging fails because the company casts itself as the hero instead of the guide. Formulaic by design, and the formula works on exactly the kind of site that currently opens with a paragraph about its own founding.
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A structure for the page rather than the sentence, and a reliable fix for copy that talks about the company instead of the reader.
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Most business messaging fails because the company casts itself as the hero rather than the guide. Formulaic on purpose, and the formula fixes exactly the kind of homepage that opens with a paragraph about its own founding.