Get on their level, don’t make them come to yours.

My wife and I just got a puppy.

He’s cute and floppy and wants to play and have fun all the time.

And he has no idea what we’re saying.

Katie and I have had dogs our entire lives. After you’ve had a dog for awhile, you kind of figure each other out. One of our dogs, Sami, is 13 years old and I’m convinced she knows English. We’ll ask her to do something we never taught her and she’ll get right to it. Or she’ll come in and give Katie a look (she’s had her since she was eight weeks old) and they’ll have an entire conversation through their eye contact. …

I love apps that make my life easier. When finding the right app or platform to use for a specific task, I typically do my research, make a choice, then stick with it.

Not so with my email marketing platform.

After my research phase, I chose one and committed for a year. And wasn’t happy.

So I did more research and chose another. And still wasn’t happy.

I’ve even used several email marketing platforms to help my clients get setup. And I didn’t like them.

Finally, I landed on ConvertKit. And I love it! I don’t want you to have to go through years of trial and error like I did. So in this article, I walk you through the email platforms I used, ActiveCampaign and MailChimp. I also briefly touch on Keap (formerly InfusionSoft), then tell you why I love ConvertKit over them all. …

I’ve helped dozens of people and organizations StoryBrand their message and StoryBrand their website. And I’ve seen where it goes wrong over and over and over.

In this article I’m going to show you the three ways that most people make mistakes when implementing StoryBrand and what you can do to implement it correctly.

Mistake #1: More than one thing in each BrandScript section

The first mistake people make when it comes to creating a BrandScript for their brand or StoryBranding their website is that they put too many things into each section of the BrandScript. Let me give you an example of what I mean by that.

The Character section is all about discovering what it is that your customer wants. You want to clearly define their desire. Asking what your customers want, it’s hard. And bringing it down to one thing is hard. What people generally do is a long run-on sentence or a paragraph. Something like this from a client of mine that does that project management.: …

Are people not reading your emails?

In this article, I’m going to tell you why and what you can do about it.

I’m going to teach you how to write emails that people read and engage with.

Now, the first thing that people tell me whenever I start a conversation about emails is, “You know what you gotta do? You gotta get really short. People just hate it when you send long emails.”

This isn’t true. It is not the length of your email that’s the problem.

Let’s look at Netflix to illustrate this. It’s a Tuesday night. You got some time off. You’re looking for something to consume. So you open up Netflix and you start scrolling through. What is it that you’re thinking of as you’re looking for a show or a movie to spend some time watching that night? …

When your brand is all over the place, you scare off any clients because they can’t figure you out. Even worse, they can’t remember you.

They come to your website or see an ad, which is a win! But they need to see your brand multiple times to truly log you in their memory. And when your brand is inconsistent, you never build those memories. Which means next time your potential customer needs a product like yours, they’ll think of some other product. That potential sale is lost forever.

Clarity is key to helping your customers remember you. From your purpose to your visual brand identity, showing up cohesively wherever you are is the secret to staying on people’s minds. …

Reviews and testimonials cause stress for many people.

You never know what someone might say when they post a review. Even if they had a great experience.

And the nice folks who do post reviews or send you testimonials, they’re not copywriters. Even with all the goodness in their hearts, the testimonials fall flat.

“Jenny is great! We always laughed at her jokes!”

Do you think this testimonial is helping Jenny land new real estate clients? Nope.

I believe every word on your website has a purpose. Including testimonials.

Testimonials exist to build your authority. To help your potential customers trust you. They see that you helped someone like them solve their problem. …

Image for post
Image for post

Most marketing doesn’t work.

It’s tragic, but it’s true. Most businesses don’t see the return on investment they’re hoping for.

One of the primary reasons for this is that these businesses — or the marketing teams they hired — think they’re the star of the show. They wrongly believe people are buying their products because of how amazing the company is.

So they launch ad campaigns that set the company as the hero coming to save the day.

And they lose millions.

The problem with this is that your customers aren’t living that story. They’re living their own story.

In your customer’s story, they’re the hero. …

Image for post
Image for post

If you are like most business owners, you own a product you love and you are proud of it.

You know people will become loyal customers for life — if they will only try your product. And so you talk it up and down and give lots of testimonials and 150 reasons why this product or service is the next best thing since sliced bread.

Blogs, email sequences, website copy (FYI, “copy” is another way of saying “content” or “words”). Words, words, words. …

Many business leaders are uncertain about SEO for StoryBrand websites. There is a lot of mystery around how to show up higher in Google searches and if the principles are the same for StoryBrand websites.

This uncertainty means these business leaders don’t do anything. They don’t know what they should do!

Today, I’m going to reveal the man behind the curtain. Just like with Dorothy and the Wizard of Oz, what seems like magic really isn’t.

Here are 5 simple principles to boost SEO for StoryBrand websites. …

Many people hear about the StoryBrand Framework and are excited to take the information and run with it, creating greater clarity for their business.

But somewhere along the line, whether through busyness or the complicatedness of life, you start wondering, am I doing this right?

I have felt that feeling myself. I wondered if I described my customer’s problem in such a way they identify with it. I struggled with getting my language clean and concise. I wrestled with being too “cute” or too “artsy” in my language. I was too verbose.

And, I think the biggest issue I had (and seen others have) is that I knew my product so well I started talking with ‘insider’ language — this is where everyone inside the organization knows what you are talking about because it is familiar, but others really have no idea. This is extraordinarily easy to do and a bit tricky to overcome. …

Ryan Toth

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store