We tell our clients the same thing my filmmaker friends told me when I was writing screenplays: anything that doesn’t serve the plot has to go. Just because a tagline sounds great or a picture on a website grabs the eye, that doesn’t mean it helps us enter into our customer’s story. In every line of copy we write, we’re either serving the customer’s story or descending into confusion; we’re either making music or making noise.
from “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller
