The business with the best brand story wins. Find out how to write yours.; Connect with your customers and make your business impossible to resist using this sharp, practical Authority Guide that will save you time, money and frustration. Combine psychology, creativity, logic and emotion expertly into a brand story that will make your business stand out from the crowd. And using Jim O'Connor's hard-won knowledge and vast experience give your business the focus, affinity, distinction and competitive advantage it needs to succeed and thrive.
Introduction; 1. Key insights before we start the process; 2. List your features and benefits; 3. Understand your target audience; 4. Analyse your competition; 5. Decide on your proposition; 6. Substantiate your position; 7. It's time to get creative; 8. Adding the X Factor; 9. E-motion - it's what moves people; 10. Wit - the ultimate weapon of mass persuasion; 11. Get some professional help; Your brand story checklist; Bibliography; About the author