In “Building a StoryBrand” Donald Miller guides you through a framework to help you clarify your message so customers will listen.
These days, it’s desperately hard to get anybody’s attention. The average consumer encounters 3,000 commercial messages a day and most of them get ignored. In “Building a StoryBrand” Donald Miller introduces us to a powerful framework that has been getting and keeping people’s attention for thousands of years. If you want to get attention for your products, services or for yourself, the author teaches you how by using a powerful story formula.
The Power of a StoryBrand
Here’s an example: Kyle Shultz was a photographer, who created a course to teach parents how to take better photos of their kids. He launched with $28,000 in sales. His message was “the power of photography in the hands of parents”.
After working through the StoryBrand framework, his messaging evolved to “we help parents take better pics” and the copy on his website went from 1,000 words down to less than 200 words. Instead of telling a confusing story, Kyle invited customers into a story. The result? His second launch – to the same email list – produced $103,000 in sales!
Don’t think for a second this book is about learning to tell your story. In fact, the author argues that telling your story is a great way to go bankrupt!
Instead, try inviting customers into a story. Companies need to understand that the Brand is NOT the hero. The CUSTOMER is the hero. That’s the only way to engage them. And the Brand’s role is to guide the hero successfully through their challenges.
You want your Brand to be the Yoda to Luke Skywalker, your customer.
The Big Idea
So how do you accomplish this? How do you invite a customer into a story?
EVERY memorable story is built on a simple framework: A hero has a problem, meets a guide who gives them a plan, and calls them to action. Failure would be devastating, but the guide navigates the hero to success! Take any blockbuster move and you’ll see this framework applies.
Most companies waste enormous amounts of money trying to tell their story. The truth is nobody cares. But every human being wants to be invited into a story. They want you to offer them a vision of a better life, help them overcome challenges, act as their guide and take them to a climactic scene in which their story ends happily.
Start by going to your home page: are you making the story about you or the customer? As you’re reading the book, takes notes along the way, brainstorm and craft a clearer message for your brand, and then update all your communications. YOUR MARKETING should invite your customer into a story. It if doesn’t, you’re certainly losing thousands of dollars and you might even be losing millions.