A story lives and dies based on one question: Will the hero succeed or will they fail? This is also true for your marketing. You need to tell your customer what’s at stake if they don’t buy your product. Without clearly showing that failure, your customer has no motivation to make a purchase.   This week, J.J. and April work through the Failure section of the StoryBrand framework and show you:    Exactly how to talk about failure without overwhelming your customer   How to breakdown and show the consequences related to not buying your product   Whether to use short-term vs. long-term failure in your messaging   We also talk with Jessie Congleton, one of our amazing StoryBrand Certified Marketing Guides, who shares how introducing failure in her client’s marketing actually inspired customer’s to take action and buy during what was typically a slow season.  Contact StoryBrand Certified Guide Jessie Congleton directly at ClarifyYourMessage.com/JessieCongleton.   --   Every week on Marketing Made Simple, marketing experts Dr. J.J. Peterson and April Sunshine Hawkins give you practical marketing tips rooted in the StoryBrand framework and show you how to invite customers into a beautiful story where they become the hero and you become their guide. And when you help your customers win, you win. Subscribe to weekly episodes, dropping every Wednesday in the Marketing Made Simple feed! Just search "Marketing Made Simple" on Apple Podcast, Spotify or wherever you enjoy podcasts.   Our StoryBrand certified marketing guides, like Jessie Congleton, are the best marketers in the world. Hire a guide to help clarify your marketing and messaging at MarketingMadeSimple.com.