One Sentence They Remember

Sound familiar?

• The message runs three sentences and everyone in the company says it differently.
• The positioning line is written in internal language, so buyers remember nothing.
• The message changes whenever a new manager or a new campaign arrives.
• Nobody has ever checked whether buyers remember it correctly.

Each chapter answers one question

1. Chapter 1: Speak to everyone, or reach no one?

   Can I describe my ideal buyer specifically enough to recognise them in real life?

   Speaking to everyone is speaking to no one.

2. Chapter 2: Do customers forget me, or remember someone else?

   If customers remember only one sentence about me, does it say something they care about?

   A message competes with forgetting, not with competitors.

3. Chapter 3: Everywhere at once, or just busy?

   Where did my latest buyer come from, and do I know that for sure?

   Being on many channels without measuring is spending money to feel busy.

4. Chapter 4: Do more likes actually mean more sales?

   What countable action did last week's content lead to?

   Likes and revenue are two different roads that only occasionally meet.

5. Chapter 5: Can a promise kept beat a bigger promise?

   Is my promise something I can keep on my worst day?

   A brand is a promise repeated often enough and kept every single time.