This post is part of the 📖 Building A Storybrand series.
Today, I am reading a new section A CHARACTER from the BUILDING YOUR STORYBRAND chapter of the book Building a StoryBrand written by Author, Donald Miller.
Yesterday, I read a section A CHARACTER from The Simple SB7 Framework chapter.
OPEN A STORY GAP
The opening and closing of a story gap is a magnetic force that drives much of human behaviour.
Hunger is the opening of a story gap, and a meal ushers its closing.
When we fail to define something our customer wants, we fail to open a story gap. When we don’t open a story gap in our customers’ mind, they have no motivation to engage us, because no question demands resolution.
PARE DOWN THE CUSTOMER’S AMBITION TO A SINGLE FOCUS
At the highest level, the most important challenge for business leaders is to define something relevant and straightforward their customers want and to become known for delivering on that promise.
CHOOSE A DESIRE RELEVANT TO THEIR SURVIVAL
There’s a cool story author mentioned here, and he gave a great example where he worked with a client to adjust the message.
The previous message:
“Inhale knowledge, exhale success.”
Seems clear enough, but is it? What does exhaling success even mean?
He was making potential customers burn too many mental calories to figure out how he was going to help them survive.
The revised message after the author worked with the client:
“Helping you become everyone’s favourite leader.”
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Author(s): Donald Miller
Part 11 of 34 in the 📖 Building A Storybrand book series.