"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:
- Identify your customer's problem ("open, start story with the specific problem, pain point")
. - 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
. - Successful ending to their story. ("so that... a summary") Make it controlling idea of your business!
- A CHARACTER who wants something
- encounters a PROBLEM before they can get it.
- At the peak of their despair, a GUIDE steps into their lives,
- gives them a PLAN,
- and CALLS THEM TO ACTION.
- That action helps them avoid FAILURE
- and ends in a SUCCESS."
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."
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"
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"
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:
After 5 seconds looking web site they should be able to answer:
- What is that you offer?
- How will it make my life better?
- What do I need to do to buy it?
Required:
- Easy to understand "tagline," clear message
- Obvious call for action ("one button to press")
- Visually show success of solving customer's problem
- Break product in "bite-size" categories (organize for them)
- 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.
