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He provides an essential guide for creating an effective brand through a proven step-by-step process that anyone can learn. New York Times bestselling author Donald Miller uses the seven universal elements of powerful stories to teach readers how to improve how they connect with customers and grow their businesses.
Building a StoryBrand teaches readers the seven universal story points all humans respond to; the real reason customers make purchases; how to simplify a brand message so people understand it; and how to create the most effective messaging for websites, brochures, and social media. Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a story brand will forever transform the way you talk about who you are and what you do.
The unique value you bring to your customers. You are now ready to download Building a StoryBrand for free. Here are some notes:. About Building a StoryBrand Book New York Times bestselling author Donald Miller uses the seven universal elements of powerful stories to teach readers how to improve how they connect with customers and grow their businesses.
Mike Weinberg, author of New Sales. Simplified , argues that in face-to-face sales calls, salespeople must come prepared with a plan , rather than improvising. Weinberg outlines eight specific stages of a good sales call , starting with building a relationship with the customer and ending with setting up next steps. According to Miller, instructional plans walk customers through the concrete steps to either purchase your product, implement it after the purchase, or a blend of both.
The aim of an instructional plan is to eradicate customer confusion about how to purchase or use your product. Miller advises including three to six steps in your instructional plan and communicating it to customers in your marketing material. Step 2: Receive and unpackage your meal kit. Step 3: Cook delicious meals for your family. Shortform note: The key values of simplicity and clarity, which Miller emphasizes in the instructional plan, appear again and again in other advice on marketing.
The more you can eliminate ambiguity and complexity around your product in the mind of the customer, the greater your chances of making a sale. You might consider adding clarity and simplicity to your business by paring down your product selection, pricing, or features or by simplifying store or website layouts to facilitate buying.
Nonetheless, service-centered companies can get creative when thinking of ways to guarantee customer satisfaction. For example, you could provide a voucher for free future services, refund money, or pay for services from another company. Shortform note: Not only do customers need calls to action to buy, as Miller claims, but they also expect them.
This is because customer expectations are shaped by past experiences and beliefs , known as perceptual sets. Because most consumers have visited websites with calls to action before, they have a perceptual set that tells them the next website they visit should have a call to action describing what to do.
Repetition and boldness are signs of confidence in your product. Shortform note: While Miller insists that repetition and boldness signal confidence in your product, others advocate for a more self-deprecating approach to marketing : making fun of themselves or their product. According to Miller, marketers should implement two types of calls to action: calls to buy and calls to engage. A call to buy leads to a purchase or is the first step toward a purchase , writes Miller. Other marketers argue there are additional, more specific rules dictating how to create the ideal call to buy.
Do this by simply adding an exclamation mark to the end of the call or by referencing a positive outcome of taking action: saving money, for example. Finally, if possible, tailor your calls to action by device.
A call to engage offers your customer helpful information that presents you as a competent mentor, writes Miller. An example of a call to engage might be an educational PDF or video series, a sample of your product, or a test run. Unlike Miller, Vaynerchuk writes exclusively in the social media world, meaning that for him, calls to engage are always social media posts.
For Miller, calls to engage can be a number of differing offerings. Shortform note: You can use comparative advertising to point out a negative consequence of not buying from youï¿½in other words, compare your brand to lesser competitor brands the customer should avoid. In this context, the other, inferior brand is the negative consequence for the customer to avoid. Shortform note: Miller claims that a moderate amount of fear motivates consumers to act while an excessive amount of fear turns them off from buying.
This principle arguably applies outside of a marketing context, too: Humans seem to function best under moderate, not extreme, conditions.
This also applies to the level of stress in our lives. Moderate stress can bolster focus and motivation, while too much stress kills motivation and creates a feeling of overwhelm. Likewise, without any stress at all, we may not feel motivated enough to do anything.
In this most important part, show the specific, simple, positive outcomeï¿½or happy endingï¿½of buying your product , writes Miller. Instead, show people moving easily and enjoying life simple. For instance, this means you should present the happy ending of purchasing bone supplements as the experience of being active and free and not as the specific attributes of having better hip mobility. The strongest motivator of human action and behavior is the desire to transform into someone better, explains Miller.
Shortform note: Miller claims that all humans are inherently interested in improving themselves. Yet studies show that different generations have differing levels of commitment to bettering themselves. Millennials are more interested than previous generations in self-improvement , possibly because all their basic needs have generally always been met, leaving plenty of time to think about more complex concerns.
To understand what your customers want to transform into, identify their aspirational identity, suggests Miller. This is how your customers would like to see themselves. If you do speak face to face to customers or potential customers, be sure to pay attention to silences and omissions as much as to what they do say, recommend Ken Blanchard and Sheldon Bowles in Raving Fans. These are often more telling of what customers really want or mean.
He recommends designing your product so that customers feel superior after using it. In the same way that marketers should reflect on how to explain how products transform people, product designers should reflect on how to make products that transform people. Now that you have a storyline, transfer the ideas and content in that storyline to your marketing materials, writes Miller.
The more you implement your storyline in your marketing, the more customers will sign up to star in your story. Here are some tips for improving user experience and creating an easy-to-browse website that inspires trust in your customers :. Make your navigation easy to use.
When customers easily understand how to move around on your site, you eliminate confusion and build trust. Do this by using a maximum of seven main menu buttons.
Double-check your site for errors. Reduce the number of choices the customer must make. When customers face too many options on a page, they become confused and are likely to leave. Encourage customers to scroll down. When customers scroll, they become more invested in your site and product, and this makes them more likely to buy. To encourage scrolling, make sure the information above the foldï¿½what you see before you scrollï¿½is engaging enough to encourage deeper interest.
Shortform note: Other marketing specialists have devised alternative ways to succinctly describe your business to others. Pink outlines four different pitches that vary in length. Implement a four-email, prewritten, automated campaign that begins when an email address is added to your email list , advises Miller. The first three emails should simply be calls to engage.
The fourth email should contain a call to buy. Repeat this sequence every month. Shortform note: Miller alludes to the fact that most marketing emails go unopened which is why your only goal with an email campaign should be to get your customer to see your brand name. That said, unsubscribe rates are also low, usually around 0. His recommendation for structuring your email is, in essence, a condensed version of the storyline. Solicit and share customer testimonials that describe how your product transformed their life for the better , recommends Miller.
Miller suggests you ask customers targeted questions to solicit the information needed to create a compelling story of customer transformation.
While this is a far cry from outright lying or inventing a customer testimonial, it nonetheless begs the question: How do potential customers know that a testimonial is objective, rather than unduly influenced or even created by the company requesting it? Fake testimonials are illegal because they confer an unfair advantage over competitors and mislead customers.
Additionally, in most cases, paid testimonials are also illegal, unless the testimonial clearly states that the customer is being paid but that their contribution is nonetheless truthful. Finally, implement a referral system that enables happy customers to recommend your product to others and rewards them for it, advises Miller.
If they refer a new customer, offer existing customers a reward, such as a commission, a gift, or membership in an affiliate program. Shortform note: Marketing specialists extol the virtues of referrals because they have the highest return on investment compared to other marketing tactics and generate leads who already have a strong level of interest in your product. However, specialists advise companies to ask for referrals early in the customer relationship, when the customer is still impressed with your product.
Wait too long, and they lose the excitement that would cause them to refer you to a friend. Unlock the full book summary of Building a Storybrand by signing up for Shortform. Subconsciously and by nature, the human brain is interested in things that will help us survive. This results in two behaviors:. Behavior 1: The brain focuses on things that will help it meet survival needs.
According to Abraham Maslow, the brain prioritizes needs in this order:. Those calories could be better spent on something that will help with survival, such as finding food or a mate. Therefore, your marketing needs to both:. SnackCrate 3 is a company that mails crates of snacks to subscribers once a month 4. This seven-part story arc is common and popular because it captures the human condition so well.
Everyone doubts themselves and wants to save the day and be a hero. You need to distill everything you do into a quickly digestible message to keep people hooked. In a movie, there are three things that the audience should learn within the first 20 minutes. If they were to pause the movie at any point thereafter, they should also know the same three things:. Type 1: External.
An external problem is a physical barrier between the hero and what she wants. These problems are the most straightforward to identify and solve. This is the best summary of Building a Storybrand I've ever read.
I learned all the main points in just 20 minutes. Tidal was supposed to both: 1 do away with middlemen who take a huge cut from the artists, and 2 discourage people from illegally downloading music. Tidal not only completely left the customers out of the story, it villainized them for paying the middlemen instead of the artist and downloading music illegally.
Few people subscribed and the company went under. The goal of a process plan is to clear up customer confusion, so plans should have between steps. Fear is an effective motivator and can create a sense of urgency, but its application requires a delicate hand.
WebJan 5, ï¿½ï¿½ In this book, he shares the proven system he has created to help you engage and truly influence customers. The StoryBrand process is a proven solution to . WebStoryBrand ï¿½ Clarify Your Message. WebNov 29, ï¿½ï¿½ Download Building a StoryBrand by Donald Miller PDF eBook free. ï¿½Building a StoryBrand: Clarify Your Message So Customers Will Listenï¿½ is an amazing .