Episode 1314: The Six Words That Build a Brand with Bill Schley

The right six words can do more for your brand than 60,000 forgettable words.   In this episode of *Sharkpreneur*, Kevin Harrington and Seth Greene interview Bill Schley, CEO and Founder of The Brand Titans USP Master Programs, who explains how microscripts help businesses communicate their unique value in a sentence or fewer. Drawing on lessons from the legendary advertising agency Ted Bates, Bill shares the five rules for an effective unique selling proposition and how to turn that positioning into a memorable problem-solution story. He also reveals why the most powerful brand messages are concise, believable, repeatable, and clearly differentiated from the competition.   **Key Takeaways:** **→** An effective brand must clearly communicate what the business does that no one else can. **→** Branding has little value if it fails to meaningfully differentiate a company from its competitors. **→** The differentiating benefit must be important to the customer and relevant to a real need. **→** Microscripts are short, memorable phrases that are easy to understand, remember, and repeat. **→** A strong brand story should clearly present a problem, introduce the solution, and explain how the world changes as a result. Bill Schley is an award-winning branding expert, New York Times bestselling author, and lifelong entrepreneur. He is the originator of the Micro-Script concept in brand communications and is credited by celebrated marketers as the #1 USP expert in the world. His USP-centered brands have generated over $1.5 billion in documented new-business valuation and brand equity across companies ranging from global giants to acquired startups.   Bill began his career as a writer at the legendary Ted Bates Advertising Agency, the original Mad Men agency in New York, where he won a National Effie Award for sales-effective advertising. His highly acclaimed books on branding and marketing are taught by experts worldwide. In addition to his latest book, The Micro-Script Rules: How to Tell Your Story and Differentiate Your Brand in a Sentence or Less, he is the author of The UnStoppables, a New York Times bestseller; Why Johnny Can’t Brand, which won Strategy+Business Magazine’s Top 5 Marketing Books of the Year award; and The Power of 10, an Amazon bestseller.   **Connect With Bill** Website: https://brandtitans.com/ LinkedIn: https://www.linkedin.com/in/billschley/