The Micro-Script Rules: How to tell your story (and differentiate your brand) in a sentence...or less.

The Micro-Script Rules: How to tell your story (and differentiate your brand) in a sentence...or less.

by Bill Schley

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Product Details

ISBN-13: 9781732748804
Publisher: N.W. Widener, Inc.
Publication date: 09/10/2018
Pages: 204
Product dimensions: 5.50(w) x 8.50(h) x 0.47(d)

About the Author

Bill Schley is an award-winning branding expert, author, speaker, and a lifelong entrepreneur. He is co-founder of the strategic branding firm BrandTeamSix, known for creating the Dominant Selling Idea and Micro-Scripts at some of the world's most successful companies. He began his career as a writer at legendary Ted Bates Advertising Agency-the original Mad Men agency in New York-where he won an Effie Award for sales-effective advertising. In addition to The Micro-Script Rules, Bill is the author with Graham Weston of The UnStoppables (Wiley), a New York Times Best Seller; Why Johnny Can't Brand (Penguin Hardcover), which won the award for "Top 5 Marketing Books of the Year" by Strategy+Business Magazine, and best-seller The Power-of-Ten (HarperCollins). He has appeared on CNBC's Street Signs, CNN's Money Online, and numerous syndicated radio programs. He is an avid sailor, skydiver, and a graduate of Harvard University.

Visit his site at www.brandteamsix.com

Listen to: The Brand Brothers-his Nobel Prize-winning podcast with Lorenzo Gomez www.brandbrothersshow.com

Table of Contents

Part I. The Story, The Rules . . . 1

Introduction. “Six Words Are What Change the World.” . . . 3

Chapter 1. Of Your Brain, by Your Brain, for Your Brain . . . 9

Chapter 2. The 4 1/2 Big Rules . . . 15

Chapter 3. Now Wait One Darn Minute! . . . 29

Chapter 4. Branding: Why Micro-Scripts Are Your Ultimate Branding Machine . . . 37

Chapter 5. Politics: Use Micro-Scripts or Die . . . 57

Chapter 6. Naming: How to Make Names That Have Superpowers . . . 75

Part II. How to Make Your Own Micro-Scripts . . . 85

Chapter 7. Basic Anatomy: How They’re Put Together, So You Can Be a Micro-Script Expert . . . 87

Chapter 8. Your Dominant Selling Idea . . . 107

Chapter 9. More Practical Tips for Making Your Own Micro-Scripts . . . 131

Chapter 10. Micro-Messaging . . . 157

Chapter 11. Survival of the Simplest . . . 169

About the Author . . . 175

Acknowledgments . . . 177

Endnotes . . . 179

Index . . . 181

Preface from the First Edition: The Secret Email . . . 187

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