#27: Don Schneider—How to Create a Big Brand (Even On a Small Budget)
The StoryBrand Podcast
StoryBrand.com
4.7 • 2K Ratings
🗓️ 16 January 2017
⏱️ 52 minutes
🧾️ Download transcript
Summary
If you're good at marketing, you know how to make people understand what you offer. But if you're good at branding, you know how to make people feel a certain way about it.
When you master this, you can create exponential value for your business. (For example, branding is what allowed Starbucks to sell a 50-cent cup of coffee for $4.)
This week on the Building a Story Brand podcast, Donald Miller talks with advertising legend Don Schneider about the art of branding. He's the creative force behind ads for marquee brands like Pepsi, GE, and HBO. But as you'll see in this episode, what he's discovered about branding and human behavior applies no matter your budget.
Listen now and discover the secrets of branding that can have an exponential impact on your bottom line.
Get the worksheet that goes along with this episode at http://buildingastorybrand.com/27
Transcript
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| 0:00.0 | Have you ever sat down to write a letter, to write a sales letter, or to write an email blast, or to wireframe a website, and you have no idea what to say? |
| 0:08.6 | Of course, you know what you want to do. |
| 0:10.2 | You want customers to pay attention to what you're saying and want to buy your product, but you don't know what words to put on the page and what order to put them in. |
| 0:18.0 | I've got something special for you. It's a webinar called Why Customers Buy. |
| 0:22.0 | And once you understand why customers really buy products |
| 0:26.5 | I promise you it's not the reason that you think once you understand why customers |
| 0:31.2 | really buy products you will know what to say. |
| 0:35.0 | You will much better know what to talk about in that sales letter, in that email blast, |
| 0:39.4 | and on that website. |
| 0:40.9 | You can register for my webinar right now at why customers buy.com. I want you to go to |
| 0:46.4 | why customers buy.com and register for this webinar. Reserve your place, watch it with a notebook and pen, and do the very |
| 0:56.0 | simple things I teach you to do in this webinar and you are going to see a greater response |
| 1:01.1 | from customers. Again, go to why customers buy |
| 1:03.8 | and reserve your seat in this webinar. Do it now. Welcome to the Building a Story Brand podcast where we believe if you confuse |
| 1:20.0 | you'll lose noise is the enemy and creating a clear message is the best way to grow your business. |
| 1:26.4 | I'm your host Donald Miller, I'm joined by my co-host, J.J. |
| 1:29.5 | J.J. |
| 1:30.5 | Piederson. Hi, J.J. |
| 1:32.3 | You have a mug problem. |
| 1:34.0 | Are you talking about my face? |
| 1:36.0 | No, not your face. |
| 1:38.0 | Every good story starts for the problem, and your problem is mugs. |
... |
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