Meet Your Guide
Scott McLin

What’s clear to you isn’t always clear to your customer.

In my 30-plus year career as a salesperson, manager, and business owner, I’ve sat through countless meetings and presentations. I’ve also tried just about every way I could think of to get my message in front of potential customers, and I’ve had plenty of others do the same with me.

Over and over, the same thing stood out. The message wasn’t clear.

And when the message isn’t clear, people check out.
They delete your email.
They stop listening to your presentation.
They ignore your voicemail.
They walk right past your booth at a tradeshow.

In short, they do anything other than pay attention to the message you’ve worked so hard to put in front of them.

The message needs to be about the customer.
What I eventually discovered was that customers care the most about their business and getting what is best for them. They want to understand how your solution can help solve their problem, and that is what they use to make their purchasing decision.

The business that communicates this most clearly is the one they will choose.

In 2015, I discovered StoryBrand.
Reading the book Building a StoryBrand reshaped the way I approached business conversations.

Instead of putting myself at the center, I reframed the conversation around the customer’s journey and the measurable outcomes they wanted to achieve. It was like flipping the script from “Here’s why I’m great” to “Here’s how you win.”

Now a question for your business.
Is your sales and marketing centered on your company—or on your customer? You can be likable, you can even be impressive, but at the end of the day, customers only lean in when the story is about them.

The secret to stronger results is making every message, proposal, and strategy about the customer’s journey, not your own.

As a StoryBrand Certified Guide, I’m here to help.
After years of using the StoryBrand method to market and sell, I became a StoryBrand Certified Guide so I can help other businesses—just like yours—get the same results I experienced.

If you’re ready to align your strategy, messaging, and sales process around your customer, contact us today to begin transforming your message.