This post is part of the đź“– Building A Storybrand series.
Today, I am reading some sections from chapter WHO GIVES THEM A PLAN from the book Building a StoryBrand written by Author, Donald Miller.
Yesterday, I read HOW TO MAKE A GREAT FIRST IMPRESSION section from And Meets A Guide chapter.
Chapter 7
WHO GIVES THEM A PLAN
StoryBrand Principle Four: Customers trust a guide who has a plan.
At this point in our customer’s journey,
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we’ve identified something they want, which got the story started.
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Then, we defined their problems, which created intrigue as to whether we can help them overcome their challenges.
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Then, we introduced ourselves as the guide by expressing empathy and demonstrating authority, which established trust.
And yet, even with all this, the customer isn’t going to place an order. Something is missing.
We need a plan, and we will discuss the plan in this chapter.
THE PLAN CREATES CLARITY
Remember the mantra “If you confuse, you lose”? Not having a plan is a guaranteed way to confuse your customers.
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Don't Read. Just 🎧THE PROCESS PLAN
A process plan can describe the steps a customer needs to take to buy our product, or the steps the customer needs to take to use our product after they buy it, or a mixture of both.
For instance, if you’re selling an expensive product, you might break down the steps like this:
1.​Schedule an appointment. 2.​Allow us to create a customized plan. 3.​Let’s execute the plan together.
A process plan can also combine the pre- and post-purchase steps. For instance:
1.​Test-drive a car. 2.​Purchase the car. 3.​Enjoy free maintenance for life.
Key Takeaways
- The key to the success of any plan is to alleviate confusion for our customers. What steps do they need to take to do business with you? Spell out those steps, and it’ll be as though you’ve paved a sidewalk through a field. More people will cross the field.
Summary
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Create a process plan for your product or service. Walk your customer and show them what steps they could take to cross the obstacle and do a business with you.
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The whole point of creating a plan is to alleviate customers’ confusion.
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 20 of 34 in the đź“– Building A Storybrand book series.
Series Start | Building A Storybrand - Day 19 | Building A Storybrand - Day 21