Within five seconds!

There are three questions potential customers must answer if we expect them to engage with our brand. And they should be able to answer these questions within five seconds of looking at our website or marketing material:

  1. What do you offer?
  2. How will it make my life better?
  3. What do I need to do to buy it?

from “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller