#2: Mike McHargue—Why People Buy: The Powerful Science of Selling

The StoryBrand Podcast

StoryBrand.com

Business, Marketing

4.7 • 2K Ratings

🗓️ 18 March 2016

⏱️ 29 minutes

🔗️ Recording | iTunes | RSS

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Summary

Donald Miller sits down with Mike McHargue, aka "Science Mike," to discuss what's really going on in your customers' brains when they come to your website. It's a fun and accessible look at the neuroscience of sales and marketing. When you understand how the human brain is wired, you can create irresistible marketing that taps into your customers' most powerful, predictable instincts.

Visit http://buildingastorybrand.com/2 to get an unedited version of the interview with Science Mike, along with a video of Don's website critique.

Transcript

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0:00.0	This is
0:05.0	Donald Miller. Welcome to the Building A Story Brand podcast. This is season one episode two.
0:10.0	The topic today is problem. You have a character in a story and you can't really
0:16.0	get the story going until that character has a problem. It's also true in branding.
0:20.3	Our customers are the hero and they have a problem and we're in the business of
0:24.7	solving that problem. I'm here with my co-host JJ Peterson, JJ.
0:28.8	I'm so happy to be here because all of my problems are going to be solved today.
0:33.0	Convinced of that.
0:34.0	That's the brand promise.
0:36.0	Yeah, it is.
0:37.0	You are supposed to solve all my problems with this podcast.
0:40.0	Well, we can't probably solve all of those problems, but it is a business principle that people are
0:43.9	walking through your door because they got a problem yeah right I mean if you're
0:46.7	walking through the door of a pet store you got a problem you do your dog has
0:49.5	fleas or your dog is hungry or whatever.
0:52.5	Yeah, you need your lawn taken care of,
0:54.5	you need food for lunch.
0:56.3	That's often my problem.
0:58.7	Yeah, Chick-fil-A solves lunch.
1:00.0	Yes.
1:00.3	That's the problem of lunch.
1:01.5	It solves all my problems.
	...

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