This post is part of the 📖 Building A Storybrand series.
Today, I am reading some new sections from chapter And Meets A Guide from the book Building a StoryBrand written by Author, Donald Miller.
Yesterday, I read HAS A PROBLEM section from The Simple SB7 Framework chapter.
THE TWO CHARACTERISTICS OF A GUIDE
The two things a brand must communicate to position themselves as the guide are
- Empathy
- Authority
The guide must have this precise one-two punch of empathy and authority to move the hero and the story along.
These are the characteristics the hero is looking for, and when she senses them, she knows she’s found her guide.
Express Empathy
When we empathize with our customers’ dilemma, we create a bond of trust. People trust those who understand them, and they trust brands that understand them too.
Oprah Winfrey, an undeniably successful guide to millions, once explained the three things every human being wants most are to be seen, heard, and understood. This is the essence of empathy.
Do you know you can listen to this book on Amazon Audible for FREE?
If you are not into reading like me, then you can listen to this book for FREE on Amazon Audible
Don't Read. Just 🎧Action for you (Reader):
Scan your marketing material and make sure you’ve told your customers that you care. Customers won’t know you care until you tell them.
ARE YOU LIKE ME?
Empathy is more than just sentimental slogans, though. Real empathy means letting customers know we see them as we see ourselves.
Commonality, whether taste in music or shared values, is a powerful marketing tool.
Key Takeaways
- Customers look for brands they have something in common.
Summary
Express the empathy and show the authority and your customers will love you.
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 17 of 34 in the 📖 Building A Storybrand book series.
Series Start | Building A Storybrand - Day 16 | Building A Storybrand - Day 18