This post is part of the 📖 Building A Storybrand series.
Today, I am reading a new chapter HAS A PROBLEM from the book Building a StoryBrand written by Author, Donald Miller.
Yesterday, I read a section A CHARACTER from The Simple SB7 Framework chapter.
HAS A PROBLEM
StoryBrand Principle Two: Companies tend to sell solutions to external problems, but customers buy solutions to internal issues.
In the previous chapter A CHARACTER, the author showed how to enter into your customers’ story. In this chapter HAS A PROBLEM you will see how you can increase their interest in your brand.
How to increase your customer’s interest?
You borrow another play from the storyteller’s playbook; you start talking about the problems your customers face.
When we identify our customers’ problems, they recognize us as a brand that understands them.
Identifying our customers’ problems deepens their interest in the story we are telling.
HOW TO TALK ABOUT YOUR CUSTOMERS’ PROBLEMS
First, though, let’s start with the root of where all this conflict is coming from.
Identify the villain.
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Every Story Needs a Villain
The villain doesn’t have to be a person, but without question, it should have personified characteristics.
Here are four characteristics that make for a good villain on your StoryBrand BrandScript:
1.The villain should be a root source.
2.The villain should be relatable.
3.The villain should be singular.
4.The villain should be real.
Alright. That’s it for today, and we will read next section The Three Levels of Conflict tomorrow.
- When we identify our customers’ problems, they recognize us as a brand that understands them.
- It bears repeating. The more we talk about the problems of our customers’ experience, the more interest they will have in our brand.
I can confidently recommend this book as I am into chapter 5, and I would go as far as to say this is the best book I have read till date in this genre. Pick the book using the link below or just go to Amazon and search. It doesn’t matter. Catch you later, alligator.
Author(s): Donald Miller
Part 13 of 34 in the 📖 Building A Storybrand book series.