Building a StoryBrand: Clarify Your Message So Customers Will Listen

by Donald Miller

“There’s a reason most marketing collateral doesn’t work,” Mike said, putting his feet up on the coffee table. “Their marketing is too complicated. The brain doesn’t know how to process the information. The more simple and predictable the communication, the easier it is for the brain to digest. Story helps because it is a sense-making mechanism. Essentially, story formulas put everything in order so the brain doesn’t have to work to understand what’s going on.”

Stay extremely focused on your target - the villain who's in the way.

The first mistake brands make is they fail to focus on the aspects of their offer that will help people survive and thrive.

Be their first and last responder.

In a story, audiences must always know who the hero is, what the hero wants, who the hero has to defeat to get what they want, what tragic thing will happen if the hero doesn’t win, and what wonderful thing will happen if they do.

The do-everything entrepreneur! They want to free up time to do the work they love. They have to defeat their own disorganization and reduce time spent administering the business. If they don't they'll do bad jobs, do too few jobs, and not bring in the revenue needed to keep operating. If they can overcome the Every-hat-hurdles they'll be making money and getting better at what they do.