Most brands waste a huge amount of money on marketing. The reason is simple. Most businesses hire graphic designers to build their websites and their collateral material. Graphic designers have degrees in design and have lots of coding knowledge. However, most have very limited skills when it comes to crafting messages that prospects can relate to and which follow the proven story brand framework that makes the prospect the hero. Graphic design companies are more than happy to take your money and incorporate the latest fads, regardless of the results they deliver. Websites don’t sell things – words do. If you have not clarified your message in the eyes of your prospect, they will not listen.
