A StoryBrand Certified Guide like Scott Cole helps grow your business by specializing in the specific words used to engage customers across three phases: Curiosity, Enlightenment, and Commitment. Using a "house" analogy, the Curiosity phase utilizes "survival soundbites" as front steps to hook interest by connecting your product to the customer's survival.

The Enlightenment phase acts as a front porch where educational collateral, such as videos and PDFs, explains how your product solves the customer's problem. This leads to the Commitment phase—the front door—where bold calls to action invite the customer to make a purchase. By refining these stages and repeating the right soundbites, a guide ensures your business is inviting and effectively asks for the sale.

The Three Phases of Messaging

Curiosity: Uses short, memorable "survival soundbites" to hook customers by connecting a product to their desire to survive and thrive.

Enlightenment: Provides deeper content—such as PDFs, webinars, and YouTube videos—to educate customers on how your product solves their specific problems.

Commitment: Features bold "call to action" soundbites that clearly ask for the sale and affirm that buying is the right move.

To illustrate this, Donald Miller compares a business to a house. The front steps (Curiosity) lead people to the front porch (Enlightenment), where they eventually enter through the front door (Commitment). Without these steps working in harmony, businesses often fail to invite customers into their story or effectively ask for the money.

Scott Cole, as a StoryBrand guide, can create various collateral—from brand scripts and one-liners to email campaigns and keynote presentations—to ensure your business is inviting and results-oriented.