Overview 

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• People are not attracted to the best products but the ones they can understand the fastest 

  • Clarity​

  • Narrow down our message to connect more deeply 

• Use story as a hidden framework for branding

  • How story works -- Formula (see graphic above) ​

• Human brain is design to survive & thrive ​

  • Survival:

    • Making money

    • Saving money

    • Achieving status

    • Associating in tribes that can protect you

    • Nourishing relationships ​

    • All desires can be linked back to survival ​

      • Don't talk about things that have nothing to do with survival ​

        • Don't talk about YOU (the brand) ​

          • THE STORY IS ABOUT THEM ​

  • Brain wants to conserve energy/calories 

    • When info is too strenuous, brain checks out ​

      • All that gets through are messages that pertain to our survival and are clear & simple​​

        • Don't use jargon! ​

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The 7 Elements of the Story Brand Framework 

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According to Donald Miller, these 7 things are the only things worth communicating in marketing. Everything else is noise. 

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• 1. IDENTIFY the character & what that character wants 

  • Be specific, not vague, not too many things 

    • Summarize what you provide in just a few words 

      • Clear messaging repeated over & over 

• 2. PROBLEM: The journey starts when the character encounters a problem

  • Customers buy solutions to internal problems​

    • The only reason they come to us is because of their problem​

      • Define their problem for them ​

        • Clearly define the problem we solve ​

  • We sell the solution to external problems

    • That problem causes frustration and discomfort ​

      • We offer a resolution to that ​

      • Speak to the internal fear ​​

• 3. GUIDE -- Customers are not looking for a hero 

  • They are the hero, we are the guide (who gives hope) ​

  • Invite them into a story -- a story where they're the hero 

    • Don't tell them a story about yourself! ​

• 4. The guide gives them a PLAN 

  • 3 or 4 steps that say: "It's easy to work with us." ​

    • An easy process. ​

      • "I think you can achieve X (better than you thought). I have an easy process. Informal meeting, we assess your goals, we come back with a customized strategy for you, and if you choose, we execute that."

      • "Stones in the creek" ​

        • Provide the stones on which they can cross their river ​

• 5. CALL TO ACTION : Customers won't take action unless they are challenged. ​

  • Do not sell passively 

    • People who ask, receive. ​​

    • "Buy Now" or "Schedule an Appointment Now", etc. - Must be on your website 

    • The reason they will act is when there are stakes in the game.

      • They will win or lose something based on their choice

        • Every human being is trying to avoid a tragic ending (to their story)

          • We must communicate the negative consequences if they don't  buy

            • ​ ​​​What's at stake? 

            • What negative are they trying to avoid? 

              • "Hey, we just don't want X to happen to you..."

• 6. Show them HOW TO AVOID FAILURE

• 7. ...HOW TO ACHIEVE SUCCESS

  • "You will like...."

  • People head towards a happy ending

    • You're gonna love...

    • "Here's what your life will look like if you do business with us."

      • Show smiley, happy people using your services. ​

        • People are visual creatures ​

      • Social Media​​​​​​

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How do we make potential customers want to engage our brand?

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• People buy because they hear or read WORDS that make them want to buy 

  • Study sales copy ​

    • Know how to use words ​

• People buy what they can understand the fastest

  • Understand why they need our services ​

• Everything we communicate must be directly connected to the customers' needs to survive and thrive 

  • Get Ahead​

  • Be Strong

  • Be more productive

  • Establish more security

  • Experience a greater quality of life 

  • Increase earning potential 

• Their brains will not waste precious calories processing information that has nothing to do with them 

  • Beware of "the curse of knowledge" ​

    • We don't realize how confusing we sound. ​​