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It’s hard to know who to trust in this marketing game. There are so many snake oil salesmen you assume everyone has an ulterior motive. Frankly, I don’t blame you. Here are 6 reasons you need to read The Golden Toilet: to give you the framework to rethink your marketing focus.

Why are humans so inept at communicating with other humans? The gist of it is this: we tend to be more concerned with ourselves than other people. Create messaging that is helpful for your customers.That approaches them with empathy, respect, and positivity. In other words, treat your potential customers like free-range chickens.

Here’s a better translation of what you’re looking for: I know I need to step up and attempt to figure out this online marketing thing. I see it working for other brands, and I know my customers expect the same experience from our online platform. But I don’t exactly know where to start or who to trust. I do know I want to avoid the awful experience I had the last time we redid our website because it was a frustrating waste of my time and money. It really didn’t move the needle for our business.

Do you really think you can outwit a system that complex by stuffing some extra keywords into your blog posts and adding the perfect alt text to your images? Those days are long gone, never to return. In the wake of this SEO obsession you see people waste time and money on content that isn’t created to be helpful or entertaining for people. It’s created to appease algorithms, which change constantly.

Your website is a Content Management System (CMS). The best way to implement the StoryBrand framework for your CMS (or “website”) is to use the tools and systems available from a marketing software company called HubSpot. In short, using the StoryBrand Framework with HubSpot’s tools is the best way to reach your potential customers.