The Big Idea, Micro-Scripts and a Special Surprise, with Bill Schley

We have an extra-special guest today, and I will tell you about him after I tell you about his book. Nine years ago, someone -- and I’m sorry I can’t remember who it was -- told me about this amazing book called “The Micro-Script Rules.” I went crazy when I got it and have been recommending it to people ever since. Fast forward to earlier this fall. My client Billy Broas emailed me, having recently spoken with the author of that book, Bill Schley. He wanted to introduce the two of us. Long story short, Bill is what I would call an expert in branding that sells. In fact, he’s the only person I know who has a pretty foolproof system for creating branding that rockets companies to the top of their niche. He’s been doing that for about 30 years -- companies of all kinds. I was able to get him to come on the podcast and talk about that. Normally we direct marketers are a little hesitant to listen when anyone talks about branding, but I promise this. You’ll want to hear what Bill has to say. That’s because he’s worked in New York City at Ted Bates and Company, where legendary branders came up with household names that are still around today, decades later. Bill was a part of that process, but like a lot of young people in New York at the time, he never got a clear explanation on how to do this. He was just supposed to watch and “get it.” Lucky for him, he did, and that led to him doing it successfully over and over until he was able to figure out consciously what he was doing intuitively. It all starts with the Big Idea, and Bill has some insights and how-to’s about that which are clearer and better than anything I’ve ever heard before. When he worked at the agency in New York, he was just supposed to watch and “get it.” Lucky for him, he did, and that led to him doing it successfully over and over until he was able to figure out consciously what he was doing intuitively. And that’s the first thing we talk about on the show, where Bill gives us some revolutionary perspective about branding and the Big Idea. Then, we go on to talk about The Micro-Script Rules, one of my favorite marketing and copywriting books of all time. For everyone besides Bill, here’s a hint as to why I like it so much, and it’s the little quote above the title: “It’s not what people hear, it’s what they repeat.” And the subtitle is, “How to tell your story (and differentiate your brand) in a sentence… or less.” Pretty powerful ideas. Finally, the special surprise. Bill tells us about something coming in a few months that everyone should be interested in. Link to Bill’s book, The Micro-Script Rules https://www.amazon.com/dp/B07JMWD9GZ Download.