Wednesday, February 28, 2018

book: Building a StoryBrand


Building a StoryBrand | Clarify Your Message so Customers Will Listen

"if you confuse, you lose; noise is the enemy,
and creating a clear message is the best way to grow your business."


Storybrand Website Reviews | Donald Miller | EntreLeadership Takeaways - YouTube

Storybrand One Liner Exercise | Donald Miller | EntreLeadership Takeaways - YouTube

Building a StoryBrand: Clarify Your Message So Customers Will Listen: Donald Miller: 9780718033323: Amazon.com: Books

"One-Liner" is one sentence that capture the brand, that attracts right away (i.e. for movie, one-liner is worth $50K - $1M)

"What do yo do?" : Answer is a 3-part sentence:
  1. Identify your customer's problem ("open, start story with the specific problem, pain point")
    .
  2. Explain your plan to help them ("here is what we do to solve the problem. Make it feel like a new idea, a differentiation") Make it brief, understandable
  3. Successful ending to their story. ("so that...  a summary") Make it controlling idea of your business!
storybrand Bonuses


"Here is nearly every story you see or hear, in a nutshell: 
  1. A CHARACTER who wants something 
  2. encounters a PROBLEM before they can get it. 
  3. At the peak of their despair, a GUIDE steps into their lives, 
  4. gives them a PLAN, 
  5. and CALLS THEM TO ACTION. 
  6. That action helps them avoid FAILURE 
  7. and ends in a SUCCESS."
Book Review - StoryBrand

Examples ("to repeat hundreds of times")

"Most businesses struggle to talk about what they offer.
We have a process that helps them clarify their message,
so their companies start growing again."

"Most people can't get their heads around their financial future
so we created a financial map that puts all your info on a weekly dashboard
giving you peace of mind about your finances"

"Nobody likes to haggle with a car salesman
so we removed the salesman entirely. You can chose and test drive a car hassle free
so you have a peaceful experience getting the car you want"

5minutemarketingmakeover – Revolutionize your marketing

Human brain: 1. trying to survive; 2. trying to conserve energy;
constantly filtering information, what is important and what is not.
Goal: organize information so that people can say: "I need that"

Complex info needs too much energy to figure out the message. 
Avoid "the curse of knowledge:" we are too close to our products and services. 
Organize information for the people you are talking to.
After 5 seconds looking web site they should be able to answer:
  1. What is that you offer?
  2. How will it make my life better?
  3. What do I need to do to buy it?
Required:
  1. Easy to understand "tagline," clear message
  2. Obvious call for action ("one button to press")
  3. Visually show success of solving customer's problem
  4. Break product in "bite-size" categories (organize for them)
  5. Clear communication of "BrandScript" (messaging) 
Story Marketing: 
  • Customer = Hero; Your Brand = Guide
  • Story is not about yourself, the story is about the customer
  • Be empathetic. Customer is on a journey, and has a problem. 
  • Establish authority. Don't brag to much, that is insecure. 

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