Donald Miller

Empathetic statements start with words like, “We understand how it feels to . . .” or “Nobody should have to experience . . .” or “Like you, we are frustrated by . . .” or, in the case of one Toyota commercial inviting Toyota owners to engage their local Toyota service center, simply, “We care about your Toyota.”

The best way to arrive at an agreement plan is to list all the things your customer might be concerned about as it relates to your product or service and then counter that list with agreements that will alleviate their fears.

For instance, your process plan might be called the “easy installation plan” or the “world’s best night’s sleep plan.” Your agreement plan might be titled the “customer satisfaction agreement” or even “our quality guarantee.” Titling your plan will frame it in the customer’s mind and increases the perceived value of all that your brand offers.

What fears do your customers have related to your industry? What agreements could you make with them that would alleviate those fears? Feel free to use the notes feature of your BrandScript, where there is more room, to document your agreement plan. Use the plan section, then, to document the title of your plan.
• Do you share unique values with your customers? Can those values be spelled out in an agreement plan?

The reason characters have to be challenged to take action is because everybody sitting in the dark theater knows human beings do not make major life decisions unless something challenges them to do so.

Heroes need to be challenged by outside forces.

If our calls to action are soft, they will not be noticed.

My friend knows the fastest way to grow a company is to make the calls to action clear and then repeat them over and over. He’s made millions simply buying companies, creating stronger calls to action, and then selling the company after their revenue increases.

There should be a “Buy Now” button in the top right corner of your website, and it shouldn’t be cluttered with a bunch of other buttons. The same call to action should be repeated above the fold and in the center of your website, and again and again as people scroll down the page.

The moral of the story is people don’t have ESP. They can’t read our minds and they don’t know what we want, even if it seems obvious.