Marketing Made Simple – Episode #185: 5 Minute Marketing Challenge—What Do My Customers Want?

Release Date: December 4, 2024

Introduction: Embracing Clarity in a Busy Season

In the latest episode of Marketing Made Simple, hosts Dr. J.J. Peterson and April Sunshine Hawkins dive deep into the importance of clarity in marketing, especially during the bustling holiday season. Recognizing that both personal and professional lives can become overwhelming, they emphasize the need for streamlined, effective marketing strategies that resonate with customers without adding to the chaos.

Notable Quote:

"[02:44] April Sunshine Hawkins: Nothing can prepare you."

This acknowledgment of the hectic nature of the season sets the tone for a discussion focused on simplifying marketing efforts to achieve better results with less effort.

Season Focus: Getting Back to Clarity

Dr. J.J. Peterson outlines the episode's primary objective: helping businesses refine their marketing messages to communicate more clearly and effectively. By leveraging the StoryBrand Framework, the hosts aim to guide listeners in crafting messages that position the customer as the hero of their own story, with the marketer serving as the trusted guide.

Key Points:

• The importance of a clear message in winning the marketplace.
• Utilizing the StoryBrand Framework to structure marketing narratives.
• Focusing on simplicity to make marketing both easy and effective.

Notable Quote:

"[05:13] Dr. J.J. Peterson: ... the best way to have a clear message is to use the StoryBrand framework."

Understanding the StoryBrand Framework

The StoryBrand Framework comprises seven essential elements that must be present in every effective marketing story:

1. Character: The customer who wants something.
2. Problem: The issue the customer faces.
3. Guide: The marketer who offers assistance.
4. Plan: The solution provided by the guide.
5. Call to Action: Encouraging the customer to take the next step.
6. Failure: Highlighting the consequences of inaction.
7. Success: Showcasing the positive outcomes of engaging with the product or service.

Dr. Peterson elaborates on each element, stressing that clarity and specificity are paramount. By clearly defining what customers want and how the product or service meets that desire, marketers can create compelling narratives that draw customers in.

Notable Quote:

"[06:51] Dr. J.J. Peterson: The seven elements that have to be in every story for it to be clear and compelling..."

Practical Applications: Real-World Examples

To illustrate the framework's effectiveness, Dr. Peterson and April share concrete examples from StoryBrand Certified Guides who have successfully implemented these principles in their clients' marketing.

1. Postpartum Care Website:

   • Objective: Help mothers thrive after childbirth.
   • Message: "Helping mamas thrive."
   • Analysis: Clearly states what the service offers (on-demand classes) and what the customer wants (thriving post-birth).

   Notable Quote:

   "[12:03] April Sunshine Hawkins: ... Helping mamas thrive."

2. Southern States Toyota Lift:

   • Objective: Eliminate forklift issues.
   • Message: "Get forklift issues off your plate."
   • Analysis: Specifies the problem (forklift issues) and the solution (comprehensive service plan), making it immediately clear to potential customers.

   Notable Quote:

   "[14:56] Dr. J.J. Peterson: The specificity of that is the key here."

These examples highlight the importance of combining what customers want with a clear description of the solution offered, ensuring that the messaging is both direct and relatable.

Listener Challenge: The Five-Minute Marketing Challenge

To empower listeners to apply the discussed concepts immediately, Dr. Peterson introduces the Five-Minute Marketing Challenge. This challenge is designed to help businesses swiftly refine their marketing messages by focusing on what their customers truly want.

Challenge Steps:

1. Identify Customer Wants:

   • Set a timer for five minutes.
   • Write down what your customers want in relation to your product or service. Be specific and avoid vague statements.

   Notable Quote:

   "[16:44] Dr. J.J. Peterson: ... write down what is it that my customers want."

2. Integrate the Language:

   • Incorporate the identified wants into your marketing materials.
   • Update website headers, create targeted social media posts, or draft concise emails that reflect these customer desires.

   Notable Quote:

   "[16:44] Dr. J.J. Peterson: ... take this marketing challenge."

The challenge aims to shift the focus from what the business offers to what the customer seeks, thereby positioning the customer as the hero and the business as their guide.

Conclusion: Simplify to Amplify

Dr. Peterson and April conclude the episode by reiterating the power of clarity in marketing. By utilizing the StoryBrand Framework and committing to the Five-Minute Marketing Challenge, businesses can create more effective, customer-centric messages that stand out in a crowded marketplace.

Final Encouragement:

"[19:07] Dr. J.J. Peterson: ... Your five minute marketing challenge starts now."

Listeners are encouraged to take immediate action, ensuring that their marketing efforts are both simple and impactful.

Additional Resources

• StoryBrand Live Stream: For those seeking personalized feedback, an upcoming live stream on December 5th and 6th offers live coaching from a StoryBrand Certified Guide. Sign up at storybrand.com/live.

• Free Tool: Utilize the free tool available at storybrand.com/sb7 to manage and track your marketing talking points effectively.

By focusing on clarity and customer-centric messaging, Marketing Made Simple Episode #185 provides actionable insights that can transform the way businesses communicate with their audience, making marketing both easy and effective during the busiest time of the year.