Transcription
How do you use a StoryBrand SoundBite strategy to sell this? I know what you're thinking. What is this? I'm not going to tell you. I'm going to tell you in the actual SoundBite strategy. I will say this, it's really cool and you're going to love it. You're probably going going to want to buy one, but I'm not going to tell you what it is because I want to keep you watching this video a little bit longer.
As you know, a StoryBrand SoundBite strategy has three phases. There is the curiosity phase. That is five sound bites that pique your interest. They get you curious about the product. They lead you into the enlightenment phase. Where you read PDFs, you watch YouTube videos, you follow a little social media campaign. That gets you used to the idea of buying the product. Gets you comfortable with it, earns trust and familiarity. And then and only then are you willing to actually buy the product and make a commitment.
This thing works like a house. The five sound bites work like your front steps. That gets you up onto the porch. Where you kind of wonder whether you should go inside. You get comfortable with the idea of going inside. And then we incentivize you to go inside with some incentive collateral. We recommend five sound bites. Three pieces of enlightenment collateral on the porch. Three pieces of commitment collateral. Incentivizing you to go inside.
The problem is your current business model looks like this. This is how you're talking about your product. You've got no sound bites. Nothing getting people comfortable. Maybe you've built some stuff, but it's not working very well. And your front door is boarded up. Your business will grow if you create a StoryBrand SoundBite strategy. Why? The reason is the higher the cognitive load, the more the cognitive load the less people will buy.
What makes the StoryBrand SoundBite strategy so different is we try to get to zero cognitive load. That is your sound bites take zero [snorts] effort to understand them. Your ad agency is getting cute, clever, sophisticated. But they're asking people to think. If you ask people to think, they will not buy. The answer to confusion is always no. So the foundation of the StoryBrand SoundBite strategy are these five simple zero cognitive load sound bites.
All right. How do we use one to sell whatever that is? Let me tell you what it is. It's a knife sharpener. This is the Work Hog knife sharpener. Some friends of ours a client of ours actually imports these, I believe, from South Africa. And they sell them with webinars and all that kind of stuff. It's super easy to use. It looks kind of cool. But what's the angle on a knife sharpener that costs about 100 bucks? When you can go on Amazon and get one for 10 bucks. It's just a piece of plastic. That you, you know, you rub it up and down on your knife and it sharpens the knife. Why have one that's this nice?
Well, the angle that I came up with, this is not their messaging. This is my messaging on how I would sell this. The five sound bites are pretty simple. Problem. Professional knife sharpening is expensive. I went with this angle. You would pay 100 bucks for this because it's a professional it's a it's a commercial grade knife sharpener. It's got like diamond things on it. I mean, this will work forever and it'll get your knife super super sharp. The way a professional would. Now, the reason I went with this angle is we sharpen our knives about twice a year. Betsy has to take them down to the knife shop. Pays about 50 or 60 bucks. And we get them back maybe five or six days later sharp. What if I could just do it on my on my myself? Not mess my knives up. And really have the best sharpener. I would save a lot of money, right? So professional knife sharpening is expensive is the angle that I chose. You could go with other angles like other knife sharpeners don't work. This one works. But I like this idea that I am going to be transformed into a professional knife sharpener.
The empathy sound bite is you shouldn't have to pay that much just to have sharp knives. We're going with this because this is 100 bucks and you can get a knife sharpener for 10 bucks. We went with you shouldn't have. We anchored the price instead to the professional knife sharpener rather than the competitive products that you might find on Amazon. You shouldn't have to pay that much just to sharpen knives. Work Hog is a commercial grade sharpener that lives in your kitchen. So commercial grade, commercial grade, commercial grade. You can see the controlling idea. It's the secret that commercial grade knife sharpeners use on your kitchen counter.
The change. How are you going to change me? Because when you actually add a personal transformation to your product you increase the perceived value of the product. Sharpen your knives like a pro in minutes anytime you want. And then the end result, that happy ever after sound bite. Commercial grade sharp knives and a tool that pays for itself in as little as two uses. This is zero cognitive load. Zero cognitive load. Zero cognitive load. Zero cognitive load. Zero cognitive load. Maybe paying for itself in two uses, you have to think. So let's give that a five out of 100. But five cognitive load on five sound bites. If we reduce the cognitive load orders go up.
These are the sound bites you would use to talk about this product. You're going to get this into your product descriptions. Into your webinars. These are the this is the text that's going to show up on screen during the webinar. These are the ideas that you want the potential customer to memorize. Therefore, you're going to repeat them over and over.
Now, once we piqued their curiosity, let's go to that front porch. Let's look at some enlightenment collateral ideas. You might give them a how to sharpen a kitchen knife like a professional PDF. That can also be a YouTube video. The reason that's going to work, well, here's what it covers. How to use the Work Hog Work Hog knife sharpener. What makes professional sharpening expensive? Why commercial grade sharpening at home is smarter. Simple math chart. Cost of two pro sharpenings equals one Work Hog. And then the StoryBrand decision trigger sound bite. If you are tired of waiting and paying for sharp knives sharpening them yourself is the right move. So, if you are if you have X is a problem Y is the right decision. That's always the StoryBrand decision trigger sound bite. This is going to be an effective guide.
You can also translate this to YouTube pretty easily. Social media mini campaign. Can this knife cut this thing? People love videos like this. Post number one. Can this knife cut this thing? Visuals show the knife being sharpened with the Work Hog. Then cutting into something interesting. And you just repeat it. Something interesting number one. Something interesting number two. Something interesting number three. And in every one of those videos you say, if you are tired of waiting and paying for sharp knives sharpening yourself is the right move with the Work Hog knife sharpener.
Number three is a video ad. The professional knife sharpeners secret. Uh opens with, this is how much I used to spend sharpening my knives. Show the receipt. Then now I do it in my kitchen in two minutes. Clean B-roll of the Work Hog sharpener in use. Ends with cost breakdown. Paid for itself after two uses. Add the CTA, of course. If you are tired of waiting and paying for sharp knives putting a Work Hog in your kitchen is the right move. Zero cognitive load.
All right. Now that we've warmed them up they are interested. They understand why we should have this kind of interest I mean, it's kind of cool looking. Right? It's kind of cool looking contraption. This is why you should have this. Now they're warmed up. Let's incentivize them to place the order cuz people really place a lot more orders when they are incentivized to do so. These are front door pieces. The trigger. The decision trigger sound bite. If you are tired of waiting and paying for sharp knives sharpening them yourselves with the Work Hog is the right decision.
Now, let's incentivize them. Bonus number one. Launch week price cut. You're going to have a price cut on the Work Hog for a week. This is going to be a $20 or so price cut. Don't take those knives to the knife store. Save $20 now and hundreds in the future. That's the CTA. The the free knife sharpener guide or polishing strap. You might add something to it. I always prefer adding something for the same price than lowering the price cuz discounting kind of makes people think it's less value that they're getting. But when you add something, it doesn't do that. So makes it feel like a pro level kit, not just a gadget. Reinforces the commercial grade angle uh on our messaging strategy. And then uh the two use challenge guarantee. And this is, if it doesn't pay for itself in two uses, return it. Turns your key claim into a trust building promise. So these three are going to work really well to get us through that front door.
So, what do we have? We have five sound bites that pique people's pique people's curiosity. Zero cognitive load. Three pieces of enlightenment that warm them up to the idea of buying the product. And then three incentives to buy the product. That is a StoryBrand SoundBite strategy.
Why does this specific strategy work? Hyper specific pain point. Everyone hates dull knives, but waiting and paying for sharpness is what really resonates. That's what you're paying for. Premium positioning. Instead of being another sharpener that costs 10 bucks this becomes the pro shop in your kitchen. Clear math story. Two uses equals ROI. That's a clean logical reason to buy this product. The CTA is direct and emotional. Tired of waiting? Take control. Sharp knives on command.
If you need a StoryBrand SoundBite strategy to sell a product to get your idea out there. for office. Whatever you're trying to do. You can do it better with a StoryBrand SoundBite strategy. You can do that in many ways with the on-demand course that you're inside of now. You can attend the StoryBrand Your Business Live Workshop with me in Nashville, Tennessee. You have a small group leader, you have coaches in the room, you can get it done. You can book a StoryBrand Team Workshop where we send a facilitator to you and only focus on your messaging and your product. You can actually work one-on-one with me. I only do one a month for a custom sound bite breakthrough intensive. Or you can hire a StoryBrand certified guide just to do it all for you. To come up with your sound bites, make your landing pages, create your YouTube narrative scripts, all that kind of stuff, a complete campaign. And those guides are certified by me. You can find one at marketingmadesimple.com. The bottom line is this, if you are struggling to clarify your message, creating a StoryBrand sound bite strategy is the right decision and you can do that at storybrand.com.