‘Building A Story Brand’ by Donald Miller
Pretty websites don’t sell things. Compelling stories sell things.
Most marketing fails because it’s too complicated. It fails to focus on the things people care about. It fails to make it clear and easy to understand how you can help them.
Story is our greatest weapon – it organises information so people are compelled to listen.
People don’t buy the best products – they buy the products they can most easily understand and relate to.
The near universal story formula:
A CHARACTER wants something. They have to overcome a PROBLEM to get it. At the peak of their despair, a GUIDE steps in to help, gives them a PLAN and CALLS THEM TO ACTION. That action helps them avoid FAILURE and find SUCCESS.
A compelling story sets out three things:
- What the hero wants.
- Who or what’s in the hero’s way.
- What life will be like if the hero gets what they want.
Every line of copy you write either serves the customer’s story or causes confusion.
Can your prospect answer these three questions within five seconds of looking at your website or marketing material?
- What do you offer?
- How will it make my life better?
- What do I need to do to get it?
Seven Principles:
- The customer is the hero, not your brand.
- They want solutions to their frustrations.
- They are looking for a guide, not a hero.
- They trust a guide who has a plan.
- They only act when challenged to do so.
- Everyone wants to avoid a tragic ending and failure.
- Tell people how your brand can change their lives.
Define what your customer wants with singular focus.
Highlight the gap between where they are now and where they want to be.
The more you talk about your customers’ problems, the more they are interested in you.
Position what you do for them as defeating a villain/overcoming an obstacle.
Every customer wants to feel seen, heard and understood.
Customers won’t know you care, until you tell them and demonstrate the things you have in common.
Present them with a step by step plan – ‘a path of hope’.
Effective plans do two things:
- clarify how to do business with you
- remove the sense of risk about working with you
Once they are excited about your plan, you still need to ask clearly and confidently for the sale. You must make the stakes clear and answer the ‘So What?’ question.
Create a sense of urgency and show the pitfalls of not working with you.
People are far more motivated to avoid loss than to make a gain.
Help them imagine how their life will be better when they buy from you.
Where is your brand taking people? What’s the future you’re promising them? Be specific.
GREAT BRANDS OBSESS ABOUT THE TRANSFORMATION OF THEIR CUSTOMERS.