Keep or discard
“Curiosity is a snap judgment.”
Donald Miller, Marketing Made Simple
“The curiosity stage of a relationship is mostly about snap judgements. Scanning our environment is like sorting through a stack of mail. We place anything we see as junk, or not relevant to our survival, in the recycle bin. … At the curiosity stage we are really only making two large piles: keep and discard.”
“This is how our customers’ brains work as they scan the three thousand pieces of marketing collateral they encounter each day. The overwhelming majority of material gets discarded, but the occasional message gets sorted to the keep pile.”
“I know this all sounds harshly utilitarian, but it’s quite normal and healthy. Each of us are trying to live a meaningful story, and not everybody or everything is useful to whatever story we’ve decided to live.”
Marketing Made Simple. A Step-by-Step StoryBrand Guide for any Business, Donald Miller
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About the book: This book sits on my desk, always within grasp when I need a reminder to focus on our customers’ problems. Understand the steps a customer goes through from curiosity to enlightenment to commitment. Want the hardcover edition? Buy the Marketing Made Simple Hardcover or try the Kindle edition.
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