Season 2 The Work of 9: Donald Miller Vol 1 Building a Storybrand

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

www.storybrand.com

www.marketingmadesimple.com

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