3RD EDITION
NOW WITH THE USP BRANDING FORMULA!
"It's not what people hear, it's what they repeat..."
The #1 communication secret is here in The Micro-Script Rules: How to tell your story (and differentiate your brand) in a sentence...or less.
Survival of the simplest! That's the bottom line for branders, political candidates, teachers, advertisers - anyone who communicates in today's world. Because with 500 billion messages going by per second, we can't win by delivering more data. Our brains crave less. They want to make snap judgments on the least info. They want us to package it for them - in very special, short sets of words called Micro-Scripts. That's why:
- A new product seizes 50% of the market in 2 years using 7 perfect words.
- A company sells for $2 Billion more by changing 2 short words.
- A lawyer won the murder trial of the century with 8 simple words.
- Ernest Hemingway thought his greatest story ever was 6 words long.
- A presidential election turned on a 4-word phrase.
Imagine what magic words like these can do for your Brand, your career, your website or your business plan. Now they're yours - along with the USP Branding Formula that brings them to life - in this smart and entertaining book.
About the Author :
Bill Schley is an award-winning USP Brand expert, New York Times Best Selling author, and a lifelong entrepreneur. He is the Founder of the Branding firm BrandTeamSix, and The Brand Titans usp Master Programs taught in the US, Europe, and Asia. He began as a writer at the legendary Ted Bates Advertising in NY, inventors of the usp (Unique Selling Proposition), where he won the Effie Award for sales-effective advertising. In addition to The Micro-Script Rules, Bill is the author with Graham Weston of The UnStoppables (Wiley), a New York Times Best Seller; Why Johnny Can't Brand (Penguin), which won the award for "Top 5 Marketing Books of the Year" by Strategy+Business Magazine, and best seller The Power-of-Ten (HarperCollins). He has appeared on CNBC'S Street Signs, CNN'S Money Online, and numerous syndicated radio programs. He is an avid sailor, skydiver, and a graduate of Harvard University.Visit at www.brandtitans.com
Review :
"The Micro-Script Rules is dead on - it's how to verbalize your point of difference - the most important point of all."
-JACK TROUT, co-author of the legendary Positioning: the battle for your mind
"The Micro-Script Rules should be required reading for every candidate and campaign consultant."
-JIM KITCHENS, PH. D., President of the Kitchens Group
"WOW, one of the most important books you will read in your lifetime!"
-JASON JENNINGS, bestselling author, Think BIG-Act Small
"Too many CEO's forget it's their job to differentiate their company. Micro-Scripts make the difference clear, repeatable and unforgettable."
-GRAHAM WESTON, co founder and ex-Chairman of Rackspace NYSE: RAX
"This is simply the best marketing book I've read in the past 30 years."
-M. MARTIN MORAWSKI, Managing Account Director, Ted Bates Advertising, NY
