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Brand, web & content

How do I structure a message so customers care (story / framework)?

Make the customer the hero and your product the guide that helps them win, that's the StoryBrand framework in one line. Frame it as: they have a problem, you have a plan, here's the success they'll get. People buy the transformation, not the feature list.

Go deeper

2 resources, 1 link-checked.

📖 Book
✓ Link checked Paid Intermediate

The best-known framework for structuring a message as a story where the customer is the hero, practical templates you can apply to your site and pitch.

Building a StoryBrand: Clarify Your Message So Customers Will Listen

From Amazon / HarperCollins Leadership by Donald Miller Book (~240 pages)

  • Make the customer the hero and your product the guide
  • Frame it: they have a problem, you have a plan, here's the win
  • People buy the transformation, not the feature list
Open amazon.com →
📖 Book
Paid Intermediate

The best book on positioning against competitors by understanding the alternatives customers actually consider. Directly turns competitive research into a market advantage.

Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It

From aprildunford.com by April Dunford ~200 pages

  • Your real competition is often the status quo, not another product
  • Start positioning from the competitive alternatives your buyers consider
  • Differentiated value comes from your unique capabilities vs those alternatives
  • Choose the market frame that makes your strengths obvious
Open aprildunford.com →

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Also in How Founders Use AI

How founders actually use AI for this, over in Content Creation.

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Also in GTM

The same ground, over in Own the story, our GTM track.

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