flos selection - Building A Story Brand

Book Life: Building A StoryBrand

Author: Donald Miller

Publisher: HarperCollins Leadership

Introduction to the book:

Author Donald Miller is a brand building consultant and this book is about the brand building system he founded, StoryBrand. This StoryBrand system has 7 major steps, referred to as SB7. The system treats branding and website building as writing an RPG story. This system treats your customers as RPG protagonists, and then understands his pain points and how we help customers provide value with our products and services.

StoryBrand (SB7) 7 big steps

1/ Make the customer the hero of the story

It's easy to mistake ourselves for the protagonist, but the customer is the most important thing. Think of the customer as the protagonist of your brand's story, identify what journey he needs and what you can offer. Then define a suitable punch line according to the value you can provide. Services you can provide such as

• help people save money
• Save people time
• Help people build social networks
• Help clients achieve socioeconomic status
• Help people accumulate different assets/resources
• help others
• Help people to pursue the meaning of life

2/ See what your hero needs, address core needs rather than superficial problems

In order for a potential customer to become your customer, you must express a single, real problem that people can relate to. There are three levels of needs, surface needs, deep needs and philosophical needs. Surface needs are easy to see and understand, while deep needs are what customers really need, that is, what you need to deal with. Philosophical needs will involve ethical issues, which can be a good point to add to the icing on the cake. To grasp the deep and philosophical needs, there must be enough market research to fully understand the psychological needs and living habits of the target market.

3/ You have to run out to be your hero's guide, which is the novice guide that every RPG must have.

Guides have two practices, compassionate and authoritative . Compassion is letting the customer know that the needs are heard and felt by you, and that you are here to provide them with support and solutions. Authority is to use customer praise, statistics and scientific data to support service reliability, so that customers can use your service with peace of mind.

4/ Come up with a plan, no one wants a guide as overwhelmed as you are

There are two types of plans

1. Step by step: It is like a manual that guides your customers to solve their problems and achieve success.
2. Agreement: Let the customer feel that you and he have common goals and values.

Both approaches must have clear ideas and expressions in order to be sufficiently convincing. The first one can make customers less confused, and the second one is less fear.

5/ Let customers act, no one will take the initiative to make decisions

People are hesitant, so you need to help them decide to use your service, such as call to action with web design cues. UI/UX design is an important factor at this time, and the old-fashioned way of bombarding the viewer with a lot of obvious eye-catching buttons. But this will affect aesthetics and lower SEO rankings, and it is best to use browsing flow to get readers to start.

Phrases can be used in the copy to directly call customer action. Phrases should be clear and simple to understand at a glance, the most common examples being buy now, buy now, etc. The other is to provide free trials and incentives to describe services more comprehensively, such as some free worksheets, free templates and the like.

6/ Let customers know how tragic it would be without your service

You don't want to scare customers to death, but you want them to know that not using your service will cause problems. Let customers know that they are vulnerable to problems and make them resolve to ask you for help to avoid failure on their own. People hate failure, which makes customers more determined. At this time, the previous market research was carried out to accurately correspond to the pain points of consumers in order to hit the market. Make a sufficient impression of you before the consumer's attention is diverted.

7/ Let the customer successfully get what he wants.

Finally, it is the feeling of moving forward with customers and moving forward together with customers. There are several kinds of success

• improve socioeconomic status
• make people find allies
• make one discover oneself

Remember to make yourself a part of the customer's conversion and help them convert. The heroes of all stories grow and transform, and so do your customers. Let customers feel that they have bought a desirable image status, and customers will naturally continue to use your services or products and become part of their lives. In the best case, they will also endorse your services on social networking sites so you can get positive earned media. This type of positive customer-generated content is more confident and more likely to impress other potential customers than advertising or company-generated content.

After reading:

The content covers small and medium-sized enterprises that need further development for entrepreneurs, as well as problems in large enterprises. In addition, the author is a current consultant and system facilitator, so there are real cases to analyze. The comparison of the nailed it or failed it column itself uses the sixth step in the system to make you want to use his system. The writing of the article is humorous, the rhythm and layout make the book easy to understand, and the rhythm is very smooth, which is a good reading experience. The system is also very flexible, and the entire StoryBrand system can be used as you need it just like an RPG. It is a book worth reading, and worth buying and reading at any time to improve yourself.