Why That Worked #33: Snipd—What Your Brand Name is Really Saying to Customers (RE-RELEASE)

Summary

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Podcast Summary: Marketing Made Simple – "Why That Worked" #33: Snipd—What Your Brand Name is Really Saying to Customers (RE-RELEASE)

Release Date: August 20, 2025
Hosts: Donald Miller and Kyle Reed, powered by StoryBrand

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Main Theme of the Episode

In this episode, Donald Miller and Kyle Reed analyze the podcast app "Snipd" to explore how a brand name and tagline shape customer perception. The discussion centers on the "curse of knowledge"—the tendency of brand creators to assume their audience understands industry-specific ideas or jargon. The hosts break down best practices for clear, effective messaging so that brands resonate with potential customers.

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Key Discussion Points & Insights

1. Guessing the Product from the Name "Snipd"

• Kyle challenges Donald to deduce what the product "Snipd" is, highlighting how ambiguous names create confusion.
• Donald’s Guess (01:51):
  "It is a home circumcision kit."
• Both agree the name “Snipd” more strongly suggests cutting than anything to do with AI or podcasting.

Core Insight:

A product name should immediately inform the customer what it does. If you have to explain it, the name is likely unclear.

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2. Snipd’s Functionality & Tagline

• Kyle explains: Snipd is a podcast app using AI to collect, summarize, and save key moments from podcasts (02:59–03:52).
• Tagline: "Remember everything you learned from podcasts."
• The app allows users to "snip" (save) moments while listening, generates summaries & notable quotes, and emails highlights to users.

Core Insight:

Even with a helpful tagline, if the name doesn’t connect, the product’s purpose may remain unclear.

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3. Brand Vulnerability to Competition

• Donald: Notes that a niche app like Snipd could be disrupted by larger podcast platforms like Spotify (04:25–04:34).
• Kyle: Praises the app’s communal, crowdsourced highlights feature—like Kindle’s community highlights for ebooks (04:37–05:19).

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4. The 'Curse of Knowledge' in Branding and Messaging

• Donald explains Lee LeFever’s ‘Curse of Knowledge’:
  Brand creators project their insider understanding onto customers who are hearing about the product for the first time (05:37–07:05).
  Memorable Example (06:20):
  Donald taps out the rhythm of "Love Me Do" to illustrate that what’s clear in your head can be unclear to others:
  "As the tapper, it's obvious to you... but all they're hearing is the beat."
• When insiders explain the product, they can never "unlearn" their internal knowledge, making unbiased messaging difficult (07:29–08:52).

Core Insight:

Approach your messaging from a totally uninformed perspective, as if you don’t know about the product.

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5. Practical Ways to Avoid the Curse of Knowledge

Kyle asks: "How can business owners ‘play the tapping game’ with customers?" (08:52–09:13)
Donald’s advice:

• "Say what it is. Sing out loud."
• Use literal, descriptive taglines: e.g., "Snipd: the podcast summarizer." (09:01–09:13)
• Always clarify the product’s category and what it does.

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6. Framing Features as Differentiators

• Health Bar Example (12:23): Donald helped reposition the tagline from a negative ("needs to be refrigerated") to a positive differentiator:
  "Real food needs to be refrigerated."

• Donald: "What you're saying is every other bar that you buy is not real." (12:53)

• Another Example:
  Gina’s skincare tagline:
  "Look five years younger and age more slowly."
  Honest, clear, and requires little explanation.

• Peanut Butter Example (15:03):
  A jar labeled “Simply stir and serve”—clear direction that frames a potential negative (oil separation) as easy to overcome.

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7. Clear Central Messaging vs. Ambiguous Branding

• Billboard Example (16:57–19:32):

  • Billboard: "Sitting the fence? Hire a cowboy."
  • Donald: "If he would have said, 'Hire a cowboy to build your fence,' he would be making more money."

• Lesson: Small businesses must say clearly what they do because their brands lack the universal recognition of major brands. (18:44–19:12)

• Donald:
  "Say what you do. The difference between you making twice as much money might be just the fact that you need to clarify your message so customers engage." (24:46)

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8. Direct Calls-to-Action and Thought Leadership

• Donald stresses:
  Use action- and outcome-oriented taglines or headlines:

  • "Order our cheeseburger. It's the best in town." (20:07–20:34)
  • "Take your family to a baseball game." (22:39–22:44)
  • "Interior design that will make your friends jealous." (21:52)

  "When you put words in somebody's brain, your thoughts [are] thinking for them." (22:10)

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9. How Potential Customers Actually Discover Products

• Kyle shares (23:01):
  He learned about Snipd through a description focusing on his problem:
  "Have you ever wanted to remember what you're listening to? We'll do that for you."
• Donald: Messaging should focus on the problem you solve, not just what the product is (23:40–23:54).

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10. Practical Takeaways for Listeners

• Curse of Knowledge Audit: Rate your brand’s messaging clarity—on a scale of 1–10 (24:10).
• Test with Outsiders: Try the "tap test"—can outsiders guess what you do from your branding/messaging?
• State Your Offer Clearly: "Say it clearly. Put your thoughts in your customers’ heads so they don’t have to guess." (24:35–24:39)

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Notable Quotes & Memorable Moments

• Donald: "The point is: whenever you're coming up with the name of a product, you don't want to have to say what it is." (02:59)
• Donald: "If you're not around, then they're hearing something and they don't know what it is." (03:13)
• Donald (on curse of knowledge): "That's how you sound... it's like, well, it's in your head. All I'm hearing is the beat." (06:37)
• Donald (on message clarity): "Say what it is. Sing out loud." (09:01)
• Donald (on taglines): "Billboard: 'Sitting the fence? Hire a cowboy.' If he would have said, 'Hire a cowboy to build your fence,' he would be making more money." (18:57)
• Donald: "Think for the customer. Don't ask them to think." (22:28)
• Kyle: "As small businesses, we love small businesses here, and we don't want them to waste money on marketing and messaging because they're not being clear." (24:29)
• Donald: "The difference between you making twice as much money might be just the fact that you need to clarify your message so customers engage." (24:46)

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Timestamps for Important Segments

• 01:41 – Name guessing game: "Snipd"
• 02:59 – Snipd’s functionality and initial confusion over name
• 05:37 – Introduction of ‘curse of knowledge’ and the tapping game
• 12:23 – Health bar and taglines as differentiators
• 16:57 – Small business branding and the importance of being specific
• 20:07 – The power of action-oriented, direct messaging
• 22:28 – “Think for the customer. Don’t ask them to think.”
• 23:01 – How a real description of Snipd connected with Kyle
• 24:10 – Practical exercises to test brand messaging clarity

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Actionable Insights for Listeners

• Conduct a “blinded” test: Ask someone unfamiliar with your brand what they think you do, based solely on your name and tagline.
• Use literal, descriptive language in your headlines, taglines, and calls to action.
• Frame potential negatives as differentiators (e.g., "needs to be refrigerated" as a mark of quality).
• Recognize and combat your own “curse of knowledge”—write, edit, and review messaging from the perspective of a complete outsider.
• Remember: Every word you use in branding and messaging costs you clarity and potentially, revenue. Say it simply, say it clearly.

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Transcript

[A]

Hey, hero makers, it's podcast producer Bobby Richards. I'm jumping in to share with you a new episode of our brand new podcast, why that worked, presented by StoryBrand AI with Donald Miller back in the host seat. Now, since we launched Marketing Made simple, we've been so grateful to have everybody tune in each week to learn how to make your marketing easy and make it work. Which is exactly why we're sharing new episodes of the why that Worked podcast here. In the old Marketing Made simple feed, each episode of the new show is going to deliver actionable insights and key takeaways that are all designed so you can implement them to help make whatever you're working on work. If you want to catch new episodes early, you can watch or listen every Monday. To watch the show, just go subscribe to the StoryBrand YouTube channel. And to listen, go follow why that worked, presented by StoryBrand AI wherever you enjoy your podcasts. All right, that's it from me. So grateful you're here and enjoy this week's episode of why that worked, presented by StoryBrand AI.

[B]

Foreign.

[A]

You're listening to the why that Work podcast presented by StoryBrand AI. If you've ever wondered why certain brands, trends, or cultural phenomena find success while others don't, you're in the right place. Every week we unpack why something worked, then give you actionable insights that you can use in your own life. Now let's dive in with your hosts, Donald Miller and Kyle Reed.

[B]

Today, I am talking about a product, Don, that I'm obsessed with, but I'm not going to tell you what it is. I'm just going to give you the name.

[C]

The name. And then I like this game.

[B]

I want you to tell me what you think they do.

[C]

What do you think the chances of me knowing what it is are?

[B]

About 7.4%.

[C]

So it's bad?

[B]

It may be. Well, yeah. The product is called Snipt.

[C]

Snipt is the product?

[B]

Yes. S, N, I, P, D, snpd Snipped. No apostrophe.

[C]

It is a. I'm guessing now. Yes, it is a home circumcision kit.

[B]

Close. Close. There probably is a company out there named that, but that's not the product I'm obsessed with. Yeah. Right. Now, Snipt is a podcasting app that uses AI to gather information of things you've listened to.

[C]

I mean, I see the loose connection. It's a very loose connection. But there would be a stronger connection with snipped and home circumcision than there.

[B]

Would be whatever the podcast app so I'm obsessed with this podcast app.

[C]

I would call that Knowledge Gather or Gather.

[B]

Gather. Gather. Gather's a good name. Yeah.

[C]

Gather.

[B]

Gathered.

[C]

Yeah. It gathers information.

[B]

That's a good name.

[C]

Or curator.

[B]

Yeah, yeah, yeah, yeah.

[C]

Right?

[B]

Yeah. So their tagline is remember everything you learn from podcast.

[C]

If they were like, hey, we can do clip downs of your podcast after you're done recording and put it on social media. Snipped is kind of interesting.

[B]

Yeah, it could work.

[C]

But snipped is a very strong cut, you know, makes me think of cutting.

[B]

Yes.

[C]

I'm not saying it's. Now that you've educated me about it, I'm like, okay. But the point is whenever you're coming up with the name of a product, you don't want to have to say what it is. Is.

[B]

Yeah.

[C]

Because you're not around. You're not around every customer who's hearing about you to explain it. So if you're not around, then they're hearing something and they don't know what it is.

[B]

Which I think the tagline is good and does a decent job. It's remember everything you learned from podcast.

[C]

Snipped. Remember everything you learned from podcast. Yeah, it's better. It's getting there. Remember everything you learned from podcasts. I still don't understand that you're summarizing. That's what they're doing, right? They're summarizing an episode.

[B]

So the way the utility works is that it, it uses AI to analyze the podcast and then as you're listening to it, you can click this, the snipped button, and it will remember what you click.

[C]

Or the curate button.

[B]

The curate button or the gathered button.

[C]

Gather. I mean so good.

[B]

It is good there. You clip that and then it will remember what you hit and then it will give you a printout. Here's some other things. It will then grab quotes from the actual moment, put those into like a little document for you and you can go back and reference those and it will send you an email of all the cool tool the snips.

[C]

How does it know what you've. Is it like listening with you?

[B]

Yes. So the other.

[C]

Turn it on while you're listening to a podcast.

[B]

Yes. You have to you it's an actual podcast app, so you have to use it. It's an app.

[C]

You can tell the podcasts are on the app.

[B]

Correct. They're all in the app.

[C]

So listen well. Okay. There's a couple, couple issues that one, they're gonna be disrupted.

[B]

Yeah. Yes. Agree.

[C]

Like as soon as Spotify does that.

[B]

Yes.

[C]

That's, you know. So make your money while you can.

[B]

Yeah. I wonder if my real estate bought.

[C]

And then you don't have real estate.

[B]

Well, I think what's cool about it, too, is it actually uses community learning as well. So people. So people who have created. I keep now feel weird saying created snips because you associated snip snip with the two Z's. So what is cool is they use community learning for that as well. So if someone has not listened to that podcast yet, the AI hasn't really learned to analyze it.

[C]

Yeah.

[B]

But if someone has, it's broken it all down, and it will give you all these different community highlights of where people have created. Kind of like in. When you're reading a audiobook, not reading an audio. What's the auto. Not auto. Yeah, but like, where you can see where people highlight.

[C]

Oh, Kindle.

[B]

Kindle. Thank you. Yeah. You know, where you can see how people highlight different sections, it kind of does the same thing. The other thing I loved about it was I've been using it more for, like, learning, but also for creating more content. So if I hear something someone said, that's clever. I'll save that. And like I said, I'll spit out quotes.

[C]

That's pretty cool. I would say if I'm giving Snipt a grade, you're going to be surprised. At this point, I'm giving them a C plus, B minus. But I hate it because something has happened here in you and I's conversation. I got the curse of knowledge. The curse of knowledge is a Lee LeFever term. LeFever wrote a book called the Art of Explanation, and he says most people are so close to their products and services, their ideas, they project that knowledge on the person they're talking to. And he uses a really fascinating analogy. You're gonna love this. He did, like, one person on one side of the table has a song in their mind. The other person on the other side of the table, they're gonna try to get this person to guess the song, but all they can do is tap the table.

[B]

Yeah.

[C]

Right. Okay, so I'm gonna do it right now to you. Okay. You see if you can do it.

[B]

Yeah.

[C]

What was it?

[B]

No idea. I don't even know if it's on beat. I have no idea.

[C]

So what he's illustrating there is. That's how you sound.

[B]

Yes.

[C]

So listen, love, love me do.

[B]

Yeah.

[C]

You know I love you. A lot easier. Right.

[B]

And in your. As the tapper, it's obvious to you.

[C]

Right, because I'm going snipped, get bits of a podcast, you know, summarized. And you're hearing.

[B]

And I'm.

[C]

I'm hearing home circumcision.

[B]

Yeah. You're making fun of it. I'm like, this is awesome. Yeah, no, it makes sense.

[C]

So he calls. He calls that curse of knowledge.

[B]

Yeah.

[C]

And everybody listening to this, including me, has the curse of knowledge. I've got the curse of knowledge around storybrand, and so I find myself doing it all the time. For our first tagline for storybrand, AI was say it clearly. And when I said that to Wes Gay, who's a good friend and one of our storybrand coaches, he said, what's that?

[B]

Yeah, I remember that. I was so mad at him when he said that because I was like, I thought he had it, man.

[C]

Because he was right. You know, there's just an assumption that I know what, that you know what I'm talking about. And it's just impossible for me to go and go, how are you not hearing this, dude? How are you not hearing it? It's like, well, it's in your head. All I'm hearing is like the beat. And that's what we're all up against. But I still get snipped. Like it's clip downs. It's something cut short. But again, I probably. That's the other problem is you immediately get the curse of knowledge whenever somebody explains it. And now you can't go back. You can't go back to where you didn't know that. That's why I used to prepare for my strategy sessions. Like when I went in to help somebody with a story brand messaging campaign, I would prepare. I would like go through their website, talk with us. And what I found was the deliverable that I delivered at the end of the day was worse. That I basically don't want. I don't want to know anything about your brand. Like when I walk into the room with your leaders, I don't want to know anything about it because I want you to explain it. And right there in real time, I want you to say, I want to say, oh, so is this for the uncircumcised community? You're going to like cut yourself and just come with a first aid kit and they all get mad at me, but they're able to see in real time exactly what potential customers, how potential customers are interacting with their brand?

[B]

Yeah. Because they have a curse of knowledge. You then by prepping, you create your own.

[C]

Yeah, created my curse of knowledge. And now I'm in there with them.

[B]

That's interesting. Yeah. What would be a thing. I think this is super applicable to any business owner. What would be some ways to play the tapping game with some with their customers?

[C]

Say what it is. Sing out loud. Yeah, right. Say, you know, you can say snipped the podcast summarizer, you know, or summarize a podcast fast.

[B]

Yeah.

[C]

You know, just the bare information is still inside knowledge. Just the bare information about what? About, like, medical stuff, about health devices, about what you know about what news is it A news summary. Right. And so you gotta be able to. You gotta be able to stand outside your brand and look at your messaging and understand you have to suspend the knowledge that you have and understand where people are gonna be confused. I didn't realize this when I wrote however many books I've written. I think I've written 15 books. When you're writing a book, you have to always do that the whole time you're writing. You have to sit down and understand it, what you're saying from the reader's perspective.

[B]

And.

[C]

And it gets even harder because I think blue like jazz, I think I edited. I think I kept count. I don't do that anymore, but I think I edited it 54 times. Well, it gets even harder the 52nd time you're editing the book. You still have to read it from the perspective of the reader. And that practice doing that prepared me to create clear messaging. People are like, how do you come up with those messages? I come up. I come up with those messages because I'm listening to it from a completely ignorant perspective. My wife says you're very good at listening to things from an ignorant perspective. But that's what you want to do in your brain. You want to understand how people are, how this is coming off, and why this should be appealing. I see it. I mean, I saw it twice today. Some friends on Instagram were promoting things that. I don't want to say it because I love them and they're friends, so I'm not gonna throw them under the bus, but they were promoting things. I'm just like, you're talking about this with one inside language and two, from your perspective. Right. Something is bothering you, but it's not bothering your customer. You need to talk about the thing that's bothering your customer. Right. And so that's the, you know, what angle is it coming from that your customer would be interested in this? And that's how the curse of knowledge is the enemy of us all.

[A]

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[B]

I've seen you do this too. When you are running through tagline exercises with people. It reminds me of. Do you remember the health bar where they talked about it needs to be refrigerated?

[C]

Yeah, that brand. She sort of presented the idea that the bar had to be refrigerated as kind of a negative and I immediately saw it as a positive, mainly because it's a differentiator.

[B]

Yes.

[C]

And so what I recommended that she put perhaps as a tagline as a controlling idea, but regardless, as packaging copy, for sure, real food needs to be refrigerated. So you actually put it on the bar and what you're saying is every other bar that you buy is not real.

[B]

Yep.

[C]

Right.

[B]

Yep. And as you've talked about with taglines or controlling ideas, it opens that story loop of just now, you go, wait a minute, I have things that are not real.

[C]

We've all eaten them. After like six years, you're pulling something out of your pantry.

[B]

But back to, back to what you're saying though is that if you had that curse of knowledge walking in with her, you would not have heard it would just been probably skipped over to some degree.

[C]

Well, I think she had convinced herself it was a negative.

[B]

Yeah.

[C]

And as soon as I heard it, I just went, that's it, that's it, that's it, that's it.

[B]

Yeah, yeah.

[C]

There was a lady. There's a lady in my mastermind, Gina. She's got sort of an aesthetic brand, helps you. She's actually sent me a bunch of skin creams that apparently I try not to be insulted by that. She's wonderful, actually. I went to her and said, what do I do about this? And she sent me this wonderful package of stuff. But I love the honesty in the controlling idea that she came up with. And it is look five years younger and age more slowly. It's honest. You know, it's not look young again. And it's not stay young looking forever. Look five years younger and age more slowly. And, you know, I think that's. That's kind of what you're looking for. Now, what's the. Is there any curse of knowledge in that? I realize I'm pretty close to Gina's brand and have used it, but I can't smell any curse of knowledge in that. You know, again, it's very, very hard to see it when you're close to it. But, you know, look five years younger and age more slowly. That could be a vitamin. You could misunderstand it, or as a treatment of some sort. But, you know, if it's on the packaging of a skin care, you don't have to educate people about what it is because they're sitting there looking at a box of skincare or if they're on the website and they already know this is skin care of some sort. You know, another thing I saw yesterday, I was going through our. Is your family like mine, where you have, like, six 95% empty jars of peanut butter?

[B]

Yes. Yes.

[C]

Nobody's throwing them away.

[B]

And, like, you use all of them to try to get one healthy.

[C]

That's exactly it.

[B]

We get really mad that you don't have one.

[C]

That's right.

[B]

Oh, that just me. Yeah.

[C]

We've got three or four brands in there. And one of them just says on the top, big letters on the top of the jar, it says simply stir and serve. And I thought, that's brilliant. Even though of course you're gonna. You know, if it's a natural peanut butter, it's got the oil flowing.

[B]

I was gonna say. Is that almond butter? Yeah.

[C]

Yeah.

[B]

That's what makes you think of it.

[C]

The problem is you open a jar like that and it makes. First of all, it's weird.

[B]

Yes.

[C]

It doesn't feel like the creamy peanut butter that they're using palm oil. That's unhealthy. It doesn't go on as smooth. It's not as good over a Hershey's chocolate bar, which sometimes I'll do the whole thing. I want a little protein on top of my Hershey's bar. Too much information here, probably for balances it out. Yeah. But it made it offset that messaging. Offset the. Oh, come on. When you open the jar, especially if that jar is really full, because now you're trying not to spill the oil out of the top of the jar, it's a negative experience. So when it says simply stir and serve, it's a way of saying, this isn't that hard. Just stir it and serve it. And it frames the experience as less negative.

[B]

Yes. And it gets ahead of the negative connotation that could come from the experience by just simply adding that get ahead of it.

[C]

That's a great point, Kyle. Get ahead of any negative experience.

[B]

We just did an episode that came out not too long ago about Magic Spoon, and again, they did the same thing, healthy cereal that you go, ew. And they open it up that tastes very good.

[C]

That tastes better than you can believe.

[B]

Or something like that. And I think that that's such a good key point there. One of the things that floating around in my head is that if I'm a business owner listening to this, I love that tap test. Just to kind of get that curse of knowledge. Is there a couple things that you would recommend people do for their brand?

[C]

Yeah, just one thing. You need some central messaging. It doesn't have to be your tagline, doesn't have to be your controlling idea, but you need some central messag saying exactly what it is. Right. You and I both know, and we've talked about this on the podcast before, there's a billboard down the street that says, sitting the fence. Hire a cowboy. It's a picture of a cowboy sitting the fence. Question mark. Hire a cowboy. Right. And I figured out pretty quickly, first of all, I figured out that's a bad billboard, which made me want to study it, which is the only reason I ever understood what they did. They build fences. And apparently this guy's got some sort of cowboy shtick going on, building fences. If he would have said, hire a cowboy to build your fence, he would be making more money. So what I mean by that is say what you do. Because think how bad the curse of knowledge is when you're actually assuming somebody knows what the product is and you never told them. This, by the way, is what happens when small businesses act like big brands. Because everybody knows what Coca Cola is. Everybody knows what Tylenol does. You don't have to explain it. It. Everybody knows. Nobody knows who you are. So you don't get the. You don't get the, you know, the benefit of everybody having experienced your product, tasted your product, used your product, you don't get that. And so until you become a national household name and everybody understands, you need to say it clearly. Right? And, you know, so I need to say storybrand, the seven part framework that helps you clarify your message. Right. Or even quicker, clarify your message with my seven part framework. So now I get clarify your message up front so that people aren't going. A framework on longevity. A framework on, you know, you know, personal hygiene. A framework. Oh, messaging. You got to say it before the squirrel brain runs off and thinks it's something else. And just watch the power of that. Just watch the power of it. And how when you say it clearly, what you're doing is you're giving people the opportunity to understand whether or not they need it. Right. And by the way, hire a cowboy to build your fence. What a great differentiator. Cowboys are blue collar. There's kind of an honor and integrity.

[B]

Ethos that it's gonna be done right.

[C]

It's gonna be done right. It's probably gonna be done on time. It's all associated with cowboys. So that actually I would say is very, very strong. But sitting the fence about what? You know about what. And then why would I hire a cowboy if I haven't decided yet about something? It's just, it goes in one ear and out the other.

[B]

Well, it even applies that you're looking to buy a fence.

[C]

Yeah.

[B]

So are you sitting like it and you're not. But it's. You want to be remembered that when you need a fence, hire the cowboy.

[C]

What was that? Cowboy. Oh, that's right. Yeah.

[B]

Yeah, that's right. Versus I don't need a fence. Right.

[C]

Now, the other thing that I like about hire a cowboy to build your fence is it tells you what to do.

[B]

Yes.

[C]

Hire a cowboy to do what? To build your fence.

[B]

Yeah. It's so good.

[C]

Yeah. So if I have a restaurant and I have order our cheeseburger, it's the best in town. How many calories am I. Speaking of calories, how many calories am I having to burn to try to figure out what you're selling?

[B]

Not much.

[C]

No.

[B]

Because you're selling a cheeseburger that's the best in town.

[C]

Yeah. But let's say I said, celebrate the big moment at Acme, you know, grill. Well, okay, now you're kind of saying, like, if you have a big birthday party, this is a great place to do it. But which messaging is gonna do better?

[B]

Yeah. Cheeseburger.

[C]

Order the best cheeseburger in town at Acme Grill or celebrate the big moment at Acme Grill.

[B]

Yeah.

[C]

You know, I would say the cheeseburger, it's gonna. I would say not only it's 10 to 1.

[B]

Yeah. And the amount of work you'd have to do to figure out what does it mean to celebrate. There is too much to go. I'll just go to what I know now.

[C]

If I said have your kid's birthday party at Chuck E. Cheese, not having to think everybody knows what Chuck E. Cheese is, so I don't have to educate them. And have your kids birthday party tells me literally what to do.

[B]

That's right. That's good.

[C]

And what you're doing again, and we've said this before, you're thinking for people rather than asking them to think.

[B]

That's good. That's a good clarity right there.

[C]

Words are thoughts. And when you put words in somebody's brain, your thoughts thinking for them. And if you're thinking, let me give you a fake tagline because place matters. What is it.

[B]

A residential apartment complex?

[C]

No, it's an interior designer.

[B]

Yeah.

[C]

Do you know what I'm saying?

[B]

Yes.

[C]

And so it's like what you would want to say is something like interior design you will love, or let's be provocative, interior design that will make your friends jealous.

[B]

Ah, there it is.

[C]

There it is.

[B]

That's right.

[C]

Now, there's two things we just did with that interior design that will make your friends jealous. One is interior design is what it is that will make your friends jealous. Inside of a tribe, there's always comparison, and people are always trying to be better than the others. And it's sort of like a playful way of saying, I'm going to make you better than these people. And that's kind of fun. Now it's a lot better than place matters.

[B]

Yes.

[C]

You see what I'm saying?

[B]

100%. So you said so think for the customer so you don't make them think. How'd you say that again? You said it. Really?

[C]

Yeah. Well, think for the customer. Don't ask them to think.

[B]

Yeah, that's it.

[C]

Don't ask them to put the thoughts you want them to think.

[B]

Yes.

[C]

In order and then use words to put them in their head.

[B]

And one of the things.

[C]

Take your family to a baseball game.

[B]

Easy.

[C]

Yeah. I mean, I'm telling you what to do. Instead of, like, baseball, America's favorite family sport. Well, I didn't know baseball was America's favorite family sport. That's interesting. Thanks for putting that mind that thought in my head. At no point am I thinking about buying a ticket for my family.

[B]

Take is the big word there. Action.

[C]

Take your family to a baseball game.

[B]

Well, it's interesting, too. We go back to the. The podcast app snipped the reason why snipped they didn't say, check out, snipped. You'll love it. The way I found out about it was someone described it as, this is a tool that helps you. Because I've listened to a lot of podcasts, I found myself forgetting a lot of things I heard. So I actually went out as far as to buy a voice recorder to record segments so I would remember them. Problem was, I didn't then go listen to them again. But the way they got me was when I heard someone describe the app, saying, hey, have you ever wanted to remember what you're listening to? We'll do that for you.

[C]

Notice that ad, even if it described a problem or a desire that people had, and then it associated the product.

[B]

With the solution to that, and you said that kind of earlier, it's better to kind of have your product describe what it is, what it does.

[C]

It's better.

[B]

Yeah.

[C]

You don't have to do it, but you're going to succeed a lot more quickly if you do.

[B]

Yeah. A couple of things I think for listeners here is, is do that curse of knowledge. How much curse of knowledge do you have? How much curse of knowledge does your customers have? Just across the board, how much curse of knowledge? Pay attention to that. Try the tap.

[C]

I think Leela Fever even does it. On a scale of 1 to 10, where he talks about, you know, your cursive, you know, for place matters. The curse of knowledge, like an eight.

[B]

Yes.

[C]

It's like you're not even close.

[B]

And, man, small businesses probably break that rule. Yeah.

[C]

Because they're really good at making products, really good at. At caring for customers. They didn't go to school for messaging.

[B]

And we love small businesses here, and we don't want them to waste money on marketing and messaging because they're not being clear.

[C]

That's right. So the controlling idea is say it clearly.

[B]

And you can say it clearly at StoryBrand AI. Save you a lot of money there.

[C]

I think we changed it to clarify your message so customers engage.

[B]

We did, yes.

[C]

All right, everybody. Well, hopefully this has helped you. And if anything else, just go through your messaging and say, hey, where are we confusing people? Where are we thinking people understand exactly what we're talking about when we. When they don't. And the bottom line, Kyle, that costs you money. That costs you a lot of money. And the difference between, you know, you making twice as much money might be just the fact that you need to clarify your message so customers engage. And as always, you can do that at StoryBrand AI. We'll give you free seven free talking points that you can use to talk about your brand. We're going to answer some questions about your brand, what your customer's problems are. You're gonna answer some. We're gonna ask you to describe the product a little bit. Then we're gonna give you seven talking points and a tagline and a controlling idea, which is a lot for free.

[B]

That's right.

[C]

All right, storybrand AI go there now sitting the fence about your message. Go to storybrand AI. Like a cowboy.

[B]

Like a cowboy as good cowboys do.

[A]

Thanks for listening to the why that Worked podcast presented by StoryBrand AI. If you like the show, follow wherever you get your podcasts. And if you're Enjoying this on YouTube, hit that subscribe button and leave a comment letting us know what you think and what you want the guys to talk about in a future episode. Curious about how StoryBrand AI can help you create clear, effective messaging? Well, you can try it out right now and create a free customized tagline for your business. Just go to storybrand AI. Thanks for listening and we'll see. See you next time.

[B]

Sam.