Donald Miller is a New York Times Bestselling author who wrote the excellent and very clear book Building a Storybrand. This book is an excellent explanation of how to effectively use storytelling in your marketing. This week I discuss the book and this area of work from Donald.
Customer needs to be the hero of the story
The key to being seen, heard and understood
Clarity is king
Keep it simple and practical
2 mistakes… fail to focus on survive and thrive, cause customers burn too many calories (Mike McHargue)
The secret weapon grow the business
Hero wants something.
Something stops them
What will happen if they don’t or do get what they want
What do you offer?
How will it make my life better?
What do I need to do to buy it
The simple SB& framework
The customer is the hero not the you
Sell solutions to external problems but customers buy solutions to internal problems
Customers trusty a guide with a plan
Need to challenge customers to take action
Every human being wants avoid a tragic ending
Never assume people understand how a brand can change lives. Tell them
CHARACTER
Character has a want. Story gap needs resolution
Define what they want
Survival
HAS A PROBLEM
Villain conflict clear point of focus
Relatable, Singular, Real
External Internal Philosophical WHY
Buy Now to solve
MEETS A GUIDE
Empathy
Authority (testimonials, stats, awards, logos)
GIVES THEM A PLAN
Process plan
Post Purchase Plan
Agreement Plan (overcome objections)
Title the plans
CALLS THEM TO ACTION
Direct
Transitional – stake a claim, reciprocity, position you as guide
HELPS THEM AVOID FAILURE
Loss Aversion
Negative consequences, lose out, risks, costs, quality decline
ENDS IN SUCCESS
Compelling image of where they want to go
Status, be unified with someone something, experience self realisation, self acceptance, transcendence
PEOPLE WANT YOUR BRAND TO PARTICIPATE IN THEIR TRANSFORMATION
Who your customer wants to become
What kind of person they want to be
Aspirational Identity
BUILD BETTER WEBSITE
Offer above fold
CTA obvious
Images Success
Very few words
Change Culture
thoughtmosphere beliefs and ideas