This post is part of the 📖 Building A Storybrand series.
Today, I am reading a new section THE STORY BRAND FRAMEWORK from the second chapter of the book Building a StoryBrand written by Author, Donald Miller.
Yesterday I read a section A Character that every business do in their communication.
3. And Meets a Guide
STORYBRAND PRINCIPLE THREE: CUSTOMERS AREN’T LOOKING FOR ANOTHER HERO; THEY’RE LOOKING FOR A GUIDE.
Brands that position themselves as heroes unknowingly compete with their potential customers.
4. Who Gives Them a Plan
STORYBRAND PRINCIPLE FOUR: CUSTOMERS TRUST A GUIDE WHO HAS A PLAN.
Making a purchase is a huge step, especially if our products or services are expensive.
Now, it’s your job to clear the path that takes away any confusion they might have about how to do business with us.
In almost every story, the guide gives the hero a plan, or a bit of information, or a few steps they can use to get the job done.
5. And Calls Them to Action
STORYBRAND PRINCIPLE FIVE: CUSTOMERS DO NOT TAKE ACTION UNLESS THEY ARE CHALLENGED TO TAKE ACTION.
A call to action involves communicating a clear and direct step our customer can take to overcome their challenge and return to a peaceful life.
That’s it for today. We will read the remaining sections tomorrow.
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When a brand comes along and positions itself as the hero, customers remain distant.
Human beings take action when their story challenges them to do so.
Without clear calls to action, people will not engage our brand.
In this second chapter, we have seen three things. Customer is our hero, and we (companies) are merely a helper.
Up to now, we have seen.
- A Character (our customer)
- Has a Problem
- And Meets a Guide (You or your company)
- Who Gives Them a Plan
- And Calls Them to Action (You show them a way to take an action)
You remember, there are 7 things in this storybrand framework. We will read the remaining 2 missing pieces in the framework tomorrow.
Catch you later, alligator.
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Author(s): Donald Miller
Part 8 of 11 in the 📖 Building A Storybrand book series.