Donald Miller is an American author and public speaker who writes about faith, God, and Self-discovery. But he is mostly known for his writings about Business and specifically marketing. He wrote the bestseller “Building a StoryBrand” and popularized the StoryBrand Framework.
The StroryBrand Framework is inspired by the way all good storytellers craft their stories to be enticing to their audience. It’s designed to help business owners clarify their message and put their customers as the heroes in their narrative.
In a nutshell, a good story is about a character who wants something and encounters a problem before they can get it. At the peak of their despair, a guide steps into their lives, gives them a plan, and calls them, to action. That action helps them avoid failure and ends in success.
The StoryBrand Framework Principles:
- The customer is the hero, not your brand.
- Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.
- Customers aren’t looking for another hero; they’re looking for a guide.
- Customers trust a guide who has a plan.
- Customers do not take action unless they are challenged to take action.
- Every human being is trying to avoid a tragic ending.
- Never assume people understand how their brand can change their lives. Tell them.
Following this framework, the author explains how a business can position its brand as a guide to solve a customer problem. It’s a powerful tool anyone with a story can use. All you have to do is answer the questions in each part of the framework. He then goes on to explain how business owners can use the BrandScript built using the framework in all their marketing materials. From their websites to their business cards. He also tips how StoryBrand can transform a large organization by getting it on a mission.
In the end, the author gives us 5 almost free things we can do to implement the StoryBrand Framework and grow our businesses:
- Create a One-liner
- Create a Lead Generator and Collect Email Addresses
- Create an Automated Email Drip Campaign
- Collect and Tell Stories of Transformation
- Create a System That Generates Referrals
This is an excellent marketing book. It introduces marketing from the perspective of storytelling. A view few business owners often take. And exactly why we have such a hard time explaining what our businesses do or even convincing customers to do business with us. If you are in that category, don’t hesitate to read the book and act on it. It’s probably the best thing you’ll do for your business this year.
Douala 🇨🇲