This post is part of the 📖 Building A Storybrand series.
Today, I am reading some sections from chapter And Meets A Guide from the book Building a StoryBrand written by Author, Donald Miller.
Yesterday, I read THE TWO CHARACTERISTICS OF A GUIDE section from And Meets A Guide chapter.
The guide doesn’t have to be perfect, but the guide needs to have serious experience helping other heroes win the day.
So how do we express our authority without bragging about ourselves so much that we step into the role of hero?
There are four easy ways to add just the right amount of authority to our marketing.
Testimonials: Let others do the talking for you. If you have satisfied customers, place a few testimonials on your website.
Statistics: How many satisfied customers have you helped? How much money have you helped them save? By what percentage have their businesses grown since they started working with you?
Awards: If you’ve won a few awards for your work, feel free to include small logos or indications of those awards at the bottom of your page.
Logos: If you provide a business-to-business product or service, place logos of known businesses you’ve worked within your marketing collateral.
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Avoid stacking ten to twenty testimonials; otherwise you run the risk of positioning yourself as the hero.
Three is a great number to start with and will serve the need most customers have to make sure you know what you are doing.
Take a minute to scan your marketing material and ask yourself whether you’ve demonstrated competency. Remember, you don’t have to brag about yourself. Testimonials, logos, awards, and statistics will allow customers to check the “trust” box in the back of their minds.
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 18 of 34 in the 📖 Building A Storybrand book series.