In a story audiences must always know who the hero is, what the hero wants, who the hero has to defeat to get what they want, what tragic thing will happen if the hero doesn't win, and what wonderful thing will happen if they do. If an audience can’t answer these basic questions they’ll check out and the movie will lose millions at the box office.

 

The same is true for the brand you represent.

​

The story must be compelling to your audience but most importantly easy to understand. Following the principle

Of the grunt test. Which means ‘Could a caveman look at your website and immediately grunt what you offer…in simple terms’ 

​

”you sell headache medicine, me feel better fast, me get it at Walgreens”