111 – Mastering Messaging and Putting Your Audience First | Scott Brown

111 – Mastering Messaging and Putting Your Audience First | Scott Brown

Scott Brown (@sbrown) is a serial entrepreneur. Having started eight companies over the last 25 years—from topical analgesics to bounced email, Scott is now the Executive Director of UpRamp, an accelerator bridging the gap between startups and the cable industry. In fact, his parent company, Cable Labs, has either invented, perfected, or standardized pretty much every technology used on the Internet today. Scott is also an active advisor and investor who shares his unique blend of grit, technology and (C)lean Messaging with startups around the world.

Scott’s path to sales is nothing if not unique. He began as an actor and, by happenstance, started and sold two companies in 24 months. Later, after feeling restless in his early retirement, he stepped into the world of sales. After an interesting interview, Scott was given an opportunity to learn from a master salesman who taught Scott everything he knows today.

Since then, Scott has found success in many different industries due to his innate ability to make meaningful connections. In this week’s episode, he shares his four-step “money ball” messaging framework that has helped him get to where he is today.


  1. Figure Out the Why First: Nearly everyone you come across knows ‘what’ to do, but do they know ‘why’ to do it? If they know, do you? As you work through building a hook that resonates with your target audience, it’s critical you understand their why. Then, and only then, you can deliver your what in a bite-sized manner they can understand. Your goal is to get them to hear it and say, “hmmm… that’s interesting, tell me more” or “hmmm… how do you do that?”
  2. Numbers Only Support a Decision that’s Already Been Made: If you’re using statistics early in your sales process, please stop. Nobody buys things because of the numbers. This may even sound crazy, but nobody even remembers the numbers or statistics you cite. They do, however, remember the way the numbers made them feel. We’ve talked a lot on this show about how the brain works, but it bears repeating, human beings do not make decisions logically. They make them emotionally and then use rationality to justify their decision
  3. Determine the One Hill Your Customer is Willing to Die On: What is the deep human need that if not solved will cause your buyer to give up in frustration? Figure it out and make that the bad guy in your sales story. It’s not a competitor. No one really hates another company so much they’re willing to go to war over. It’s something bigger inside of them they know could be better. That’s your job – to identify that desire, where it’s coming from, and why it matters right now

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