Author: John Brown

Folks running for office, especially our wonderful citizens running for local county offices, business owners, and any of the rest of us who what to persuade people to listen, I’ve got something for you.

I will bet that most of you aren’t aware that you’re muddling your message and losing votes, sales, and converts to your causes.

Of course, maybe you’re way ahead of me. I thought I knew what I was doing. I have a master’s degree in business, spent a few years in business consulting, have created a few small startups, and currently am a product manager for large software company. Despite all of that, I had somehow missed something vital. Something simple and powerful. Something that has a dramatic effect on sales, votes, and converts. On getting people to even listen to what I had to say.

And I’m not alone. I saw another company struggling with it this weekend.

On Saturday I went and watched the latest Marvel movie at a theater in Logan. One of the pre-movie video ads was for a local company called Conservice. I don’t know how many thousands of dollars they spent on the ad they played. Or how much they spent on the many other ads we’ve seen over the years. But when it finished, I turned to Nellie and said, “I still don’t know what that company does or why I should care.”

“I know,” she said. “I know.”

We were both baffled. After years of seeing their ads, we still have no idea what they do, how it would make our lives better, or what action we should take to use their service.

They have wasted thousands and thousands of dollars on their marketing.

There’s another local company that advertises during those pre-movie slots. It’s called ARS. I saw one of their ads this weekend as well. But it only reminded me of what I already know. I know exactly what they do, how it would make my life better, and what action to take.

If you have a flood, fire, or plumbing backup—whatever—they clean it up. “Got a mess? Call ARS.” That’s their one-liner.

If I ever have a mess, I will call ARS. I will never call Conservice. I have no idea what they do.

What’s the difference here?

Clarity.

And what generates that clarity?

A complete focus on the customer. The ARS ads are all about the customer and their problems and needs.

The Conservice ads, on the other hand, are all about Conservice. We’ve been in business for x years. Here’s what our building looks like. Here’s a worker planting a bush. Blah, blah, blah.

The ARS ads are all about me, the guy in the theater seat, the thing I want and the problem I have. ARS features me as the hero in my own story. They present themselves as the helper—the Yoda or Gandalf or Haymitch who helps the hero get what they want. You got a mess? We’ll help you.

The difference in the power of the two ads is night and day.

Of course this means it’s been verified that I’m a dolt. After all the years in business and education, I should have known this. But the surprising truth is that I’m not alone.

I look at the marketing we do at the billion-dollar company I work for and see this same issue everywhere. Millions of dollars spent on muddles. I look at company websites on the internet and see more muddles. I recently listened to pitches by many of our local citizens running for office and saw the same thing. It seems this communication muddle afflicts a lot of us.

About five years ago, when I began investigating an idea for a new company, I came across the Lean Startup method pioneered by a guy at Stanford and began to see the light. But a few months ago, the curtains were completely pulled aside to let in the sunshine. And wow! What a revelation.

If you want to get people to listen, you have got to hear what Donald Miller has to say. He’s consulted with thousands of companies on how to clarify their message so people will listen. His framework and method make clarifying your message so easy.

He calls it the StoryBrand framework, and it’s brilliant. What it does is help you clarify your message so that a customer or voter or whoever will know within three seconds:

1. What you offer
2. How it will make their life better
3. And what action they should take if they are interested

But it goes beyond that. It helps you actually define what you should be offering in the first place. It’s a powerful product development tool. I’ve started using this in all my business efforts. And in my training and presentations.

For example, I just used it to develop a presentation I delivered at a huge writer’s conference last week. The results were that after the presentation, I had a line of people wanting to thank me. I had people telling me I made them cry. Others wanted to give me a hug. They were grateful. I had people tell me it was the best presentation of the conference.

This was not because I’m brilliant. I’m a dolt, remember. It’s because I used the StoryBrand framework to focus on those people. Their needs. Their problems. Their aspirations.

If you’re running for office, if you have a business, if you want to persuade anyone to do anything, then let me recommend you listen to this guy and learn about this framework.

• Start by signing up for the free 15-minute intro to the framework (the signup is at the top).
• Next watch this 30-minute presentation on the StoryBrand framework
• And then this 1 hour expanded application of framework
• Finally, read Building a Story Brand by Donald Miller (you’re going to love this book)

Get the revelation. Get out of the muddle. And get people to listen.

And when you’ve finished the Miller stuff above, read How to Write Copy That Sells by Ray Edwards, the guy who has partnered with Miller. It’s all about clarifying your message as well.

I had seen a lot of good reviews of Wonder. My wife told me a lot of her students enjoyed the book. But I thought it was going to be a heavy topic, full of sadness and heart-wrenching drama. I’m happy to report that while Wonder does indeed have some difficult moments, it’s also full of humor. And triumph.

It’s a story about Auggie, a boy with a rare medical deformity that has put him through multiple surgeries. His parents have homeschooled him, but now that he’s at the age where he could go to middle school, they feel it’s time for him to navigate the world. The perfect time, right?

But it’s not just about Auggie. The film is also about Auggie’s sister, her former best friend, and Jack, Auggie’s classmate. We get to see their stories as well, and they are woven into a wonderful, poignant story.

You’ll laugh and wince and cry and cheer. You’ll enjoy Julia Roberts and Owen Wilson, who do a wonderful job as Auggie’s parents. And you’ll enjoy the children and teens. Me, my wife, my married daughter, and my teen all loved this film. I will be watching it again. If you want a great movie to watch as a family, I think you’ll love this.

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As soon as I saw the preview for the Darkest Hour, I knew I had to see it. And, boy oh boy, this is yet another movie I can’t wait to watch again.

The phrase “The Darkest Hour” is used in Britain to refer to the time when the United Kingdom appeared to be under direct threat of invasion from Germany at the beginning of World War 2. Germany had launched its attack on France, Belgium, and the Netherlands and had smashed their armies, sweeping all before them. The bulk of the British army was trapped at Dunkirk and looked like it would be annihilated.

The British government was split between those who saw no path to victory and wanted to make a peace treaty with Hitler and those who wanted to resist him. The opposition party in parliament forced Neville Chamberlain to resign. And the only man they’d accept in his place is Winston Churchill. But Churchill was not the lion we think of him as today. He had a poor reputation among many of the leaders of his party and was not someone they wanted to elevate.

So the film starts with the ouster of Chamberlain. We then get to watch how Churchill deals with the catastrophe of what’s happening just across the channel and all the voices pressuring him to make peace.

There’s humor, suspense, and a number of one-liners that we all began repeating to each other immediately after the film ended. You get a feel for what it must have been like at the time and why so many wanted to sue for some peace treaty with the monster across the channel. You also get to see a slightly different picture of Churchill as a man. I particularly loved the exchanges between him and his wife.

If you are interested in World War 2 or Britain in even the slightest degree, you simply must see this film.

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I have now listed to the audio book of The Sea Wolves by Lars Brownworth twice.

Yes, it’s that good.

In this book, Brownworth tells the history of the Vikings. And he tells the history the way history should be told, bringing to life the old Norse world of epic poets, sea kings, and raiders, including Ivar the Boneless, Eric Bloodaxe, Harald Hardrada, Rollo the Walker—all the major figures.

And Brownworth does it in a way that helps you understand how their dominance was possible and what their effect on the wider world was. Did you know, for example, that Russia comes from the word “Rus”, which was the name for the Swedish Vikings that started that nation?

What? Russia was started by the Vikings?

Yes.

Read or listen to the book. You’ll learn that plus a whole bunch more that will make you look at that time in a different light.

And if you want to get the other side of the tale, let me recommend reading Bernard Cornwell’s historical fiction series that starts with The Last Kingdom. The series tells the story of the invasion of the Danes during King Alfred’s rule from the point of view of Uhtred of Bebbanburg. It’s a terrific series.

By the way, I do not recommend the TV series based on the books—too much sex for my tastes. But the books are fabulous. As are the audio versions. I’ve listened to six of them so far, and they have provided hours of enjoyment and interesting insights about the time and the events that took place.