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Building a Story Brand: Clarify Your Message So Customers Will Listen Paperback Donald Miller [Paperback] [Jan 01, 2018] Miller Donald - Paperback by Donald Miller
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First published October 10, 2017
About the author
Donald Miller
6 books143 followersLibrarian Note: There is more than one author in the GoodReads database with this name.
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May 11, 2018
One of the best branding, messaging, and marketing books I've read. Miller shows how to use storytelling to make your messaging and branding simpler and more effective. I like the straightforward, common-sense approach.
Here's the basic story framework you can customize to write your "brand script": A character who wants something encounters a problem before they can get it. At the peak of despair, a guide steps into their lives, gives them a plan, and calls them to action. That action helps them avoid failure and end in success.
This book tells how to present yourself to the customer as a guide who has a plan to solve their problem.
I didn't notice a huge difference in content from the 1st edition to the 2nd (2.0) edition.
Notes
Notes from the Author
StoryBrand.ai asks questions then generates StoryBrand messaging and marketing campaign.
Introduction
Businesses that invite their customers into a story are remembered. Others are forgotten.
The Key to Being Seen, Heard, and Understood
Most marketing doesn't work because it's too complicated. Using stories in marketing makes communication simpler and more predictable.
Focus on aspects of your offer that will help customers survive and thrive. All great stories are about survival (physical, emotional, spiritual). Position products as aid to helping people survive, thrive, be accepted, find love, achieve aspirational identity, bond with tribe that will defend them physically and socially.
Don't make people think too hard to understand your offer. When people need to process too much seemingly unnecessary info, they tune out the source.
Identify what customer wants, what problems you help solve, and what life will look like after they engage your products.
The Secret Weapon That Will Grow Your Business
Basic story framework: A character who wants something encounters a problem before they can get it. At their peak of despair, a guide steps into their lives, gives them a plan, and calls them to action. That action helps them avoid failure and end in success.
Questions your marketing materials must answer within 5 seconds
• What do you offer?
• How will it make my life better?
• What do I need to do to buy it?
The Simple SB7 Framework
Customer is hero, not your brand.
Position yourself as Yoda and your audience as Luke Skywalker.
People buy solutions to problems. You must identify their problems and talk about them clearly.
Customers want a simple, clear path to solve their problem.
Ensure all calls to action (CTAs) are direct (e.g., "buy now," "schedule appointment") or transitional (take next step toward buying, e.g., "watch webinar," "download PDF"), not weak suggestions (e.g., "learn more," "get started").
If there's nothing at stake in whether a customer buys your product, there's no reason to buy. You must show cost of not doing business with you. Brands that help customers avoid something negative engage customers because they define what's at stake. Negativity becomes positivity when negativity is overcome.
Don't assume people understand how you can change their lives for better. Tell them.
A Character
Define something customer wants and become known for delivering that well.
When you fail to define something customer wants, you fail to open a "story gap," and they have no motivation to engage you; there's no question that demands resolution.
Pare down customer's ambition/desire to a single focus and aim overall brand marketing at that. Marketing of individual products can aim at subplots of that focus.
Focus must be relevant to customer's sense of survival: save money, save time, build community, gain status, accumulate resources (make money, increase productivity, decrease waste), be generous, find meaning (be part of a cause).
Has a Problem
Position products as weapons customers can use to defeat a villain. Villain should be personified. E.g. time management software stops time thieves (distractions) in their tracks, because distractions dilute potential, wreck family, steal sanity, cost time and money.
Villain should be
1. Root cause (not symptom)
2. Relatable (recognizable as negative)
3. Singular
4. Real (don't fear-monger)
In story, villain initiates external problem that causes character to experience internal problem that's philosophically wrong. Customers want to solve 3 levels of problems.
External problems are barriers between customer and stability.
People don't buy solutions to external problems, but to internal problems (e.g., feeling frustrated, incompetent, confused, helpless, hopeless, tired, overwhelmed, intimidated, embarrassed).
Frame your product as solution to external and internal problems to increase value/price.
Help customers solve philosophical problem by offering involvement in larger cause or meaning. Position products as tools customers can use to fight back against something that shouldn't be.
Frame buying your product as resolution to external, internal, and philosophical problem. E.g., Edward Jones: Villain: financial firms that don't listen to customers. External: I need investment help. Internal: I'm confused about how to do this. Philosophical: If I'm going to invest, I need an advisor who will thoughtfully explain things in person.
4 questions to answer in Problem section
1. Who's single villain?
2. What external problem is villain causing?
3. How is that problem making customers feel?
4. Why is it unjust for them to suffer at hands of villain?
And Meets a Guide
Customers aren't looking for another hero. They're looking for a guide.
Guide must have empathy and authority.
Show empathy because everyone wants to be seen, heard, understood. Say, "We understand how it feels …" "Nobody should have to experience …" "Like you, we're frustrated by …" "We care …"
Express empathy by highlighting common interests and values.
To demonstrate competence without making yourself the hero, tell only the parts of your story that show your care for customer and competency to help.
How to show competence through marketing
1. Testimonials. You don't need many; 3+ is OK. They should be short and tell how your product solved their problem.
2. Stats. E.g., number of customers, how much money they've saved.
3. Awards. Include award logos or other indications.
4. Press or influencer mentions.
4. Logos of recognizable businesses you've worked with.
Who Gives Them a Plan
Customers trust a guide who has a plan.
When selling, give 3-step plan so customer knows next steps, then ask for sale.
2 types of plan
1. Process plan. Pre-purchase (steps customer takes to buy), or post-purchase (steps to use product), or both. Key is to alleviate confusion. Include 3-6 steps. If there are >6 steps, put them into 3-6 phases.
2. Agreement plan. Alleviate fears customers have about working with you. Describe guarantee, values. Consider putting on website, packaging, etc.
Give each plan title (e.g., call process plan "easy installation plan" or "world's best night's sleep plan" and agreement plan "customer satisfaction agreement" or "quality guarantee").
And Calls Them to Action
When closing sale, say, "If you're struggling with X, which it sounds like you are, I think buying Y is the right decision. I can take your order now and you won't need to struggle with X anymore. Would you like to order right now?"
Make primary CTA button (e.g., "Buy Now," "Add to Cart," "Schedule Call") prominent in header, above fold, and as user scrolls down pages.
You must believe in your product. If you don't clearly ask for sale, prospect senses weakness; they think you're asking for charity rather than to change their lives.
Include direct CTAs (e.g., "buy now," "call today," "schedule appointment") at end of all marketing material.
Transitional CTAs (lead nurturers)
• Free info (white papers, PDFs, videos, podcasts, webinars, live events, etc.)
• Testimonials
• Free samples
• Free trial
That Helps Them Avoid Failure
Ask yourself, "What can be won or lost in customers' lives if they do or don't purchase our products?"
People are 2-3x more motivated to avoid loss than achieve gain.
Fear appeal
1. Make prospect realize they're vulnerable to threat.
2. Let prospect know they should take action to reduce vulnerability.
3. Let people know about specific offer that protects them from risk.
4. Call people to take this action.
Use moderate levels of fear; people don't act on low levels, and block out high levels.
Describe cost of not doing business with you (e.g., lose money, health risks, opportunity costs, make or save more with you than with competitor, declining quality of life). E.g., for financial advisor: confusion about how money is invested, not being ready for retirement, lack of transparency from advisor, lack of 1-on-1 interaction, hidden fees. "Don't postpone your retirement. You've worked too hard for too long to not enjoy time with your grandchildren."
And Ends in a Success
Vision you paint for prospects should be specific and clear.
Before and after grid (how customers' lives change before and after engaging with you)
• What do they have?
• What do they feel?
• What's average day like?
• What's their status?
Show people happily engaging with your product.
Figure out how customer's life will look externally after their problem is solved, then how that resolution will make them feel, then how that resolution will make world more just place to live.
Promise that hero/customer will do one of following
1. Win power, position, status. Can do via access (e.g., membership), scarcity (e.g., limited edition), premium versions (e.g., "preferred member"), identity association (e.g., associate brand with success, refinement).
2. Make them complete. Can do by reducing anxiety, reducing workload (e.g., via tools), saving time (via tool, system, philosophy, person).
3. Experience self-realization, acceptance, realize potential. Can do via inspiration (associating brand or offer with athletic or intellectual accomplishment), self-acceptance, transcendence (being part of larger movement).
People Want Your Brand to Participate in Their Transformation
Single greatest motivator: desire to transform into better version of self.
Companies that assist in identity transformation often create passionate brand evangelists.
Questions to ask yourself
• Who does customer want to become?
• What kind of person do they need to be to resolve conflict?
• What characteristics describe their aspirational identity?
• How do they want others to perceive and talk about them?
E.g., Dave Ramsey. External problems: consumer debt and financial illiteracy. Internal problems: confusion and hopelessness. Philosophical problem: moral question of accruing debt over things we don't need. Identity transformation: personal strength through strategy and commitment.
Define Your Controlling Idea
"Controlling idea" is the 1 idea you want audience to remember most; the point you're trying to make with your marketing.
Repeat controlling idea so much audience memorizes it. Use it on website header and in each section of website, in title or subtitle of lead generator, in drip emails, etc.
Define controlling idea
• What's moral of story you're inviting customers into?
• What's main differentiator that sets you apart from competitors?
• What 1 idea would most quickly clarify your offer?
• What idea do you want customers to repeat to others?
How to Execute a Flawless StoryBrand Communication Campaign
Communication campaign
1. Create BrandScript.
2. Test and edit sound bites until you get right reaction. After your sound bites, people should have no questions and know how to buy. If they ask any questions, your sound bites need work.
3. Repeat sound bites until audience memorizes them.
Building a Better Website
5 things website should include
1. Offer, above the fold. Short, enticing, customer-centric. Tell customers what's in it for them. Promise an aspirational identity. Promise to solve a problem. State exactly what you do.
2. Obvious CTAs. Put direct CTA (e.g., "buy now", "schedule call") in top right of site and center of homepage, above fold. Put transitional CTA (lead generator) next to direct CTA in less bright color.
3. Images of success. Show compelling images of happy people enjoying engaging with your brand.
4. Menu of products that all solve 1 umbrella problem. If you sell services, productize them by packaging them together and pricing them. Put overarching message to all your products/services on homepage. Put separate divisions on separate pages with different BrandScripts.
5. Very few words. People scan, they don't read. Use brief, punchy, relevant copy. Use "read more" links to link to more detail if needed.
How to Execute a StoryBrand Messaging and Marketing Campaign
1. Create BrandScript.
2. Create one-liner. This is statement that communicates who customer is, what problem they have, your plan to help, and what their life will look like after. Pique curiosity so people want to buy or ask for more info. Test and edit one-liner until you get right reaction.
3. Create effective landing page (see below).
4. Create lead generator. Must provide enormous value and establish you as authority in field. See examples below.
5. Create automated email or text drip campaign. Use nurture campaign to create trust and reciprocity. Each month, send 3 weekly nurture messages, then 1 sales message. Even if customers don't read messages, just seeing them keeps your brand top-of-mind. See more details below.
6. Collect and share testimonials. Must show your value (results) and experience customers had working with you (see below).
5. Create referral system (see below).
Effective landing page
Landing page should pique curiosity, enlighten visitor, challenge them to commit.
1. Header. Explain offer clearly, simply. Include transitional CTA, direct CTA, optionally bullets with more details.
2. Stakes. Explain negative consequences of not buying. Use text, images, and/or video.
3. Value proposition. Positively explain value you offer. Use paragraph, bullets, and/or testimonial.
4. Guide. Introduce your brand, position it as guide to solve problem. Communicate empathy, competency.
5. Plan. Give 3-step plan for how your process will work.
6. Explanatory paragraph(s) to explain product.
7. Lead generator. Put in pop-up and body of page.
8. Junk drawer. Minimize links and background in page and put them in footer.
5 types of lead generators
1. Downloadable guide
2. Brief online course, webinar, training
3. Software demo or free trial
4. Free samples
5. Live events
Nurture emails
Paragraph 1. Talk about customer's problem
P2. Explain plan to solve problem
P3. Describe how life will look once problem is solved
P4. Summarize advice in 3-step plan
P5. P.S. with CTA
Sales emails
Paragraph 1. Talk about customer's problem
P2. Describe your product which solves problem
P3. Describe how life will look once problem is solved
P4. Tell them your product will solve their problem. Tell cost. Mention discounts or bonuses. Ask them to buy.
P5. P.S. with CTA
Questions to ask customers for testimonials
1. What was problem you were having before you discovered our product?
2. What did frustration feel like as you tried to solve problem?
3. What was different about our product?
4. Describe moment you realized our product was solving your problem.
5. What does life look like now that your problem is solved or is being solved?
Generate referrals
• Offer bonus or discount when people tell their friends. Give referral link or coupon code.
• Create PDF or video explaining how you solve problem, and send to customers to share with others.
• Offer rewards for referrals or create affiliate program (e.g., 10% commission).
Here's the basic story framework you can customize to write your "brand script": A character who wants something encounters a problem before they can get it. At the peak of despair, a guide steps into their lives, gives them a plan, and calls them to action. That action helps them avoid failure and end in success.
This book tells how to present yourself to the customer as a guide who has a plan to solve their problem.
I didn't notice a huge difference in content from the 1st edition to the 2nd (2.0) edition.
Notes
Notes from the Author
StoryBrand.ai asks questions then generates StoryBrand messaging and marketing campaign.
Introduction
Businesses that invite their customers into a story are remembered. Others are forgotten.
The Key to Being Seen, Heard, and Understood
Most marketing doesn't work because it's too complicated. Using stories in marketing makes communication simpler and more predictable.
Focus on aspects of your offer that will help customers survive and thrive. All great stories are about survival (physical, emotional, spiritual). Position products as aid to helping people survive, thrive, be accepted, find love, achieve aspirational identity, bond with tribe that will defend them physically and socially.
Don't make people think too hard to understand your offer. When people need to process too much seemingly unnecessary info, they tune out the source.
Identify what customer wants, what problems you help solve, and what life will look like after they engage your products.
The Secret Weapon That Will Grow Your Business
Basic story framework: A character who wants something encounters a problem before they can get it. At their peak of despair, a guide steps into their lives, gives them a plan, and calls them to action. That action helps them avoid failure and end in success.
Questions your marketing materials must answer within 5 seconds
• What do you offer?
• How will it make my life better?
• What do I need to do to buy it?
The Simple SB7 Framework
Customer is hero, not your brand.
Position yourself as Yoda and your audience as Luke Skywalker.
People buy solutions to problems. You must identify their problems and talk about them clearly.
Customers want a simple, clear path to solve their problem.
Ensure all calls to action (CTAs) are direct (e.g., "buy now," "schedule appointment") or transitional (take next step toward buying, e.g., "watch webinar," "download PDF"), not weak suggestions (e.g., "learn more," "get started").
If there's nothing at stake in whether a customer buys your product, there's no reason to buy. You must show cost of not doing business with you. Brands that help customers avoid something negative engage customers because they define what's at stake. Negativity becomes positivity when negativity is overcome.
Don't assume people understand how you can change their lives for better. Tell them.
A Character
Define something customer wants and become known for delivering that well.
When you fail to define something customer wants, you fail to open a "story gap," and they have no motivation to engage you; there's no question that demands resolution.
Pare down customer's ambition/desire to a single focus and aim overall brand marketing at that. Marketing of individual products can aim at subplots of that focus.
Focus must be relevant to customer's sense of survival: save money, save time, build community, gain status, accumulate resources (make money, increase productivity, decrease waste), be generous, find meaning (be part of a cause).
Has a Problem
Position products as weapons customers can use to defeat a villain. Villain should be personified. E.g. time management software stops time thieves (distractions) in their tracks, because distractions dilute potential, wreck family, steal sanity, cost time and money.
Villain should be
1. Root cause (not symptom)
2. Relatable (recognizable as negative)
3. Singular
4. Real (don't fear-monger)
In story, villain initiates external problem that causes character to experience internal problem that's philosophically wrong. Customers want to solve 3 levels of problems.
External problems are barriers between customer and stability.
People don't buy solutions to external problems, but to internal problems (e.g., feeling frustrated, incompetent, confused, helpless, hopeless, tired, overwhelmed, intimidated, embarrassed).
Frame your product as solution to external and internal problems to increase value/price.
Help customers solve philosophical problem by offering involvement in larger cause or meaning. Position products as tools customers can use to fight back against something that shouldn't be.
Frame buying your product as resolution to external, internal, and philosophical problem. E.g., Edward Jones: Villain: financial firms that don't listen to customers. External: I need investment help. Internal: I'm confused about how to do this. Philosophical: If I'm going to invest, I need an advisor who will thoughtfully explain things in person.
4 questions to answer in Problem section
1. Who's single villain?
2. What external problem is villain causing?
3. How is that problem making customers feel?
4. Why is it unjust for them to suffer at hands of villain?
And Meets a Guide
Customers aren't looking for another hero. They're looking for a guide.
Guide must have empathy and authority.
Show empathy because everyone wants to be seen, heard, understood. Say, "We understand how it feels …" "Nobody should have to experience …" "Like you, we're frustrated by …" "We care …"
Express empathy by highlighting common interests and values.
To demonstrate competence without making yourself the hero, tell only the parts of your story that show your care for customer and competency to help.
How to show competence through marketing
1. Testimonials. You don't need many; 3+ is OK. They should be short and tell how your product solved their problem.
2. Stats. E.g., number of customers, how much money they've saved.
3. Awards. Include award logos or other indications.
4. Press or influencer mentions.
4. Logos of recognizable businesses you've worked with.
Who Gives Them a Plan
Customers trust a guide who has a plan.
When selling, give 3-step plan so customer knows next steps, then ask for sale.
2 types of plan
1. Process plan. Pre-purchase (steps customer takes to buy), or post-purchase (steps to use product), or both. Key is to alleviate confusion. Include 3-6 steps. If there are >6 steps, put them into 3-6 phases.
2. Agreement plan. Alleviate fears customers have about working with you. Describe guarantee, values. Consider putting on website, packaging, etc.
Give each plan title (e.g., call process plan "easy installation plan" or "world's best night's sleep plan" and agreement plan "customer satisfaction agreement" or "quality guarantee").
And Calls Them to Action
When closing sale, say, "If you're struggling with X, which it sounds like you are, I think buying Y is the right decision. I can take your order now and you won't need to struggle with X anymore. Would you like to order right now?"
Make primary CTA button (e.g., "Buy Now," "Add to Cart," "Schedule Call") prominent in header, above fold, and as user scrolls down pages.
You must believe in your product. If you don't clearly ask for sale, prospect senses weakness; they think you're asking for charity rather than to change their lives.
Include direct CTAs (e.g., "buy now," "call today," "schedule appointment") at end of all marketing material.
Transitional CTAs (lead nurturers)
• Free info (white papers, PDFs, videos, podcasts, webinars, live events, etc.)
• Testimonials
• Free samples
• Free trial
That Helps Them Avoid Failure
Ask yourself, "What can be won or lost in customers' lives if they do or don't purchase our products?"
People are 2-3x more motivated to avoid loss than achieve gain.
Fear appeal
1. Make prospect realize they're vulnerable to threat.
2. Let prospect know they should take action to reduce vulnerability.
3. Let people know about specific offer that protects them from risk.
4. Call people to take this action.
Use moderate levels of fear; people don't act on low levels, and block out high levels.
Describe cost of not doing business with you (e.g., lose money, health risks, opportunity costs, make or save more with you than with competitor, declining quality of life). E.g., for financial advisor: confusion about how money is invested, not being ready for retirement, lack of transparency from advisor, lack of 1-on-1 interaction, hidden fees. "Don't postpone your retirement. You've worked too hard for too long to not enjoy time with your grandchildren."
And Ends in a Success
Vision you paint for prospects should be specific and clear.
Before and after grid (how customers' lives change before and after engaging with you)
• What do they have?
• What do they feel?
• What's average day like?
• What's their status?
Show people happily engaging with your product.
Figure out how customer's life will look externally after their problem is solved, then how that resolution will make them feel, then how that resolution will make world more just place to live.
Promise that hero/customer will do one of following
1. Win power, position, status. Can do via access (e.g., membership), scarcity (e.g., limited edition), premium versions (e.g., "preferred member"), identity association (e.g., associate brand with success, refinement).
2. Make them complete. Can do by reducing anxiety, reducing workload (e.g., via tools), saving time (via tool, system, philosophy, person).
3. Experience self-realization, acceptance, realize potential. Can do via inspiration (associating brand or offer with athletic or intellectual accomplishment), self-acceptance, transcendence (being part of larger movement).
People Want Your Brand to Participate in Their Transformation
Single greatest motivator: desire to transform into better version of self.
Companies that assist in identity transformation often create passionate brand evangelists.
Questions to ask yourself
• Who does customer want to become?
• What kind of person do they need to be to resolve conflict?
• What characteristics describe their aspirational identity?
• How do they want others to perceive and talk about them?
E.g., Dave Ramsey. External problems: consumer debt and financial illiteracy. Internal problems: confusion and hopelessness. Philosophical problem: moral question of accruing debt over things we don't need. Identity transformation: personal strength through strategy and commitment.
Define Your Controlling Idea
"Controlling idea" is the 1 idea you want audience to remember most; the point you're trying to make with your marketing.
Repeat controlling idea so much audience memorizes it. Use it on website header and in each section of website, in title or subtitle of lead generator, in drip emails, etc.
Define controlling idea
• What's moral of story you're inviting customers into?
• What's main differentiator that sets you apart from competitors?
• What 1 idea would most quickly clarify your offer?
• What idea do you want customers to repeat to others?
How to Execute a Flawless StoryBrand Communication Campaign
Communication campaign
1. Create BrandScript.
2. Test and edit sound bites until you get right reaction. After your sound bites, people should have no questions and know how to buy. If they ask any questions, your sound bites need work.
3. Repeat sound bites until audience memorizes them.
Building a Better Website
5 things website should include
1. Offer, above the fold. Short, enticing, customer-centric. Tell customers what's in it for them. Promise an aspirational identity. Promise to solve a problem. State exactly what you do.
2. Obvious CTAs. Put direct CTA (e.g., "buy now", "schedule call") in top right of site and center of homepage, above fold. Put transitional CTA (lead generator) next to direct CTA in less bright color.
3. Images of success. Show compelling images of happy people enjoying engaging with your brand.
4. Menu of products that all solve 1 umbrella problem. If you sell services, productize them by packaging them together and pricing them. Put overarching message to all your products/services on homepage. Put separate divisions on separate pages with different BrandScripts.
5. Very few words. People scan, they don't read. Use brief, punchy, relevant copy. Use "read more" links to link to more detail if needed.
How to Execute a StoryBrand Messaging and Marketing Campaign
1. Create BrandScript.
2. Create one-liner. This is statement that communicates who customer is, what problem they have, your plan to help, and what their life will look like after. Pique curiosity so people want to buy or ask for more info. Test and edit one-liner until you get right reaction.
3. Create effective landing page (see below).
4. Create lead generator. Must provide enormous value and establish you as authority in field. See examples below.
5. Create automated email or text drip campaign. Use nurture campaign to create trust and reciprocity. Each month, send 3 weekly nurture messages, then 1 sales message. Even if customers don't read messages, just seeing them keeps your brand top-of-mind. See more details below.
6. Collect and share testimonials. Must show your value (results) and experience customers had working with you (see below).
5. Create referral system (see below).
Effective landing page
Landing page should pique curiosity, enlighten visitor, challenge them to commit.
1. Header. Explain offer clearly, simply. Include transitional CTA, direct CTA, optionally bullets with more details.
2. Stakes. Explain negative consequences of not buying. Use text, images, and/or video.
3. Value proposition. Positively explain value you offer. Use paragraph, bullets, and/or testimonial.
4. Guide. Introduce your brand, position it as guide to solve problem. Communicate empathy, competency.
5. Plan. Give 3-step plan for how your process will work.
6. Explanatory paragraph(s) to explain product.
7. Lead generator. Put in pop-up and body of page.
8. Junk drawer. Minimize links and background in page and put them in footer.
5 types of lead generators
1. Downloadable guide
2. Brief online course, webinar, training
3. Software demo or free trial
4. Free samples
5. Live events
Nurture emails
Paragraph 1. Talk about customer's problem
P2. Explain plan to solve problem
P3. Describe how life will look once problem is solved
P4. Summarize advice in 3-step plan
P5. P.S. with CTA
Sales emails
Paragraph 1. Talk about customer's problem
P2. Describe your product which solves problem
P3. Describe how life will look once problem is solved
P4. Tell them your product will solve their problem. Tell cost. Mention discounts or bonuses. Ask them to buy.
P5. P.S. with CTA
Questions to ask customers for testimonials
1. What was problem you were having before you discovered our product?
2. What did frustration feel like as you tried to solve problem?
3. What was different about our product?
4. Describe moment you realized our product was solving your problem.
5. What does life look like now that your problem is solved or is being solved?
Generate referrals
• Offer bonus or discount when people tell their friends. Give referral link or coupon code.
• Create PDF or video explaining how you solve problem, and send to customers to share with others.
• Offer rewards for referrals or create affiliate program (e.g., 10% commission).
June 20, 2018
First three chapters are a sales pitch to get you to buy the book you already bought. If you cut out every variation and instance of the line "I'll eventually tell you something, if you buy this book," I bet this book would be cut down to about 10 pages.
Who would have guessed that a message about the importance of a clear message would be so convoluted?
Who would have guessed that a message about the importance of a clear message would be so convoluted?
September 15, 2017
This is a good book, but I have a hard time giving a good review. I was the biggest fan of Miller and StoryBrand. I bought all the courses, listened to all the podcasts, read the advanced reader copy of this book. I was a true evangelist for StoryBrand even after they tried to charge me twice for a $2k course. I met Don and his team in person and I enrolled in their Guide program. I have never received such terrible treatment. I've never been treated this poorly by another human being, much less a business. They were cruel and dehumanizing to me. They embarrassed me and effected my business. They tell businesses to Guide their customers, but they don't practice what they preach. Not only did they not allow me to take their course, they gave me a bogus reason why..
Like Jimmy John's, Chick-fil-a and Abercrombie & Fitch, Storybrand has a good product, but terrible unethical principals behind the scenes.
Like Jimmy John's, Chick-fil-a and Abercrombie & Fitch, Storybrand has a good product, but terrible unethical principals behind the scenes.
January 18, 2018
I don't enjoy business books, but occasionally I have to read them for work. The general thesis of "Building a Storybrand . . ." makes sense. There's a lot of marketing noise and unless you are really clear in your communication and focused on your customer's story you're not getting through. A clear message will have benefits externally with customers and internally with employees. A good observation, but hardly the basis for a 200+ page book. The rest of the book is inane anecdotes. Even worse the author can't stop hustling jargony titled seminars and services. He ends up sounding like that family member who was sucked into a multi-level marketing company and won't stop bugging everyone to get into his network.
January 28, 2019
***June 2019, 1st Reread: Just as excellent as the first time around. Working on implementing many of the principles. Will probably read this again.***
Want to improve your story? This book is for you.
Sometime you read things when you need to hear it. As an entrepreneur, and a writer, it can be easy to get lost in the narrative. Your story can be easily convoluted and needs to be simplified for maximum effectiveness.
I will definitely read this book again. There are many actionable steps throughout that I want to revisit and work on. From simplifying your website, to establishing a simple tagline, this book has excellent advice.
Most Important Points:
- Sell the problem you solve, not the product.
- Don't be the hero, be the guide.
One of my best reads of 2019 so far.
*** Edit ***
It's been a couple weeks, and I can't stop thinking about this book and recommending it to people.
Further Notes:
"What stories teach us is that people’s internal desire to resolve a frustration is a greater motivator than their desire to solve an external problem."
____________________
"As an experiment, let’s see if you can cut half the words out of your website.
Can you replace some of your text with images?
Can you reduce whole paragraphs into three or four bullet points?
Can you summarize sentences into bite-sized soundbites?
If so, make those changes soon.
The rule is this: the fewer words you use, the more likely it is that people will read them."
Want to improve your story? This book is for you.
Sometime you read things when you need to hear it. As an entrepreneur, and a writer, it can be easy to get lost in the narrative. Your story can be easily convoluted and needs to be simplified for maximum effectiveness.
I will definitely read this book again. There are many actionable steps throughout that I want to revisit and work on. From simplifying your website, to establishing a simple tagline, this book has excellent advice.
Most Important Points:
- Sell the problem you solve, not the product.
- Don't be the hero, be the guide.
One of my best reads of 2019 so far.
*** Edit ***
It's been a couple weeks, and I can't stop thinking about this book and recommending it to people.
Further Notes:
"What stories teach us is that people’s internal desire to resolve a frustration is a greater motivator than their desire to solve an external problem."
____________________
"As an experiment, let’s see if you can cut half the words out of your website.
Can you replace some of your text with images?
Can you reduce whole paragraphs into three or four bullet points?
Can you summarize sentences into bite-sized soundbites?
If so, make those changes soon.
The rule is this: the fewer words you use, the more likely it is that people will read them."
August 3, 2019
This had useful overall advice for using storytelling for marketing. The incessant plugging of the author's website was annoying on audio. Also, it called to attention how he's not following his own advice all that well. Because the main point is the customer is the hero, but there's an awful lot about how amazing he is according to himself and not that much relatively in terms of memorable stories of customers in their own words.
A better book just on the concept of the Hero's Journey as the blueprint of all stories:
The Hero's 2 Journeys
A better book just on the concept of the Hero's Journey as the blueprint of all stories:
The Hero's 2 Journeys
May 23, 2019
Very unusual that a book on how to do something begins by telling you what everyone is doing wrong, and then proceeds to continue to make that same mistake throughout the book. One of the very first things that Miller begins discussing is how customers, well everyone's, stories are all about them. He then posits that businesses must then make our stories about the customers. The worst thing is that Miller then proceeds to tell story after story making himself the hero.
I get it. I know that Miller set out to start his new brand. Moving away from the "Progressive Christian" brand that he used to be associated with. However, an entire book praising his own accolades was not the way to re-brand. There are some good tidbits here and there, but I would not recommend picking this one up. I feel that the writing was much more self-congratulatory than it should have been. So much so that I stopped reading midway through because I couldn't take any more.
If you want a book to help you with telling a better marketing story for your brand, I would recommend picking up Robert McKee's Story and Storynomics: Story-Driven Marketing in the Post-Advertising World. That is a much better approach and doesn't suppose that everyone else is less important or not as smart as the writer.
I get it. I know that Miller set out to start his new brand. Moving away from the "Progressive Christian" brand that he used to be associated with. However, an entire book praising his own accolades was not the way to re-brand. There are some good tidbits here and there, but I would not recommend picking this one up. I feel that the writing was much more self-congratulatory than it should have been. So much so that I stopped reading midway through because I couldn't take any more.
If you want a book to help you with telling a better marketing story for your brand, I would recommend picking up Robert McKee's Story and Storynomics: Story-Driven Marketing in the Post-Advertising World. That is a much better approach and doesn't suppose that everyone else is less important or not as smart as the writer.
August 12, 2025
Holy bologna this is an excellent book. I have about a million ideas to market my new press where I had like 3 before.
------------------
Pre-Read Notes:
I thought this would be a valuable read for my small press, and so far I think that was a good judgement call.
Final Review
(thoughts & recs) I found this book incredibly useful. I'm planning to adopt a number of the ideas to market my small independent press. Please understand, this is kind of a miracle, because I am deathly allergic to marketing. And being able to see myself taking advantage of this system helped me apply the concepts to my concept.
One of the things I love about this system is the application of Joseph Campbell's story concepts. Your brand's story tells your audience a story about themselves, in which they may heroically solve their own problems. I know how well hero's epic framework works in stories. I'm quite excited to see how these ideas take shape in my marketing efforts!
I recommend this book to anyone looking to learn a system of marketing that rejects the traditional marketing approaches and focuses instead on the story of your brand.
My Favorite Thing:
✔️ "The StoryBrand framework has been just as effective for billion-dollar brands as it has for mom-and-pop businesses. It is just as powerful for American corporations as it has been for those in Japan and Africa. Why? Because the human brain, no matter what region of the world it comes from, is drawn toward clarity and away from confusion." p6 Clarity is key in all kinds of writing.
Thank you to the author Donald Miller, HarperCollins Leadership, and NetGalley for an accessible digital arc of BUILDING A STORYBRAND 2.0. All views are mine.
------------------
Pre-Read Notes:
I thought this would be a valuable read for my small press, and so far I think that was a good judgement call.
Final Review
(thoughts & recs) I found this book incredibly useful. I'm planning to adopt a number of the ideas to market my small independent press. Please understand, this is kind of a miracle, because I am deathly allergic to marketing. And being able to see myself taking advantage of this system helped me apply the concepts to my concept.
One of the things I love about this system is the application of Joseph Campbell's story concepts. Your brand's story tells your audience a story about themselves, in which they may heroically solve their own problems. I know how well hero's epic framework works in stories. I'm quite excited to see how these ideas take shape in my marketing efforts!
I recommend this book to anyone looking to learn a system of marketing that rejects the traditional marketing approaches and focuses instead on the story of your brand.
My Favorite Thing:
✔️ "The StoryBrand framework has been just as effective for billion-dollar brands as it has for mom-and-pop businesses. It is just as powerful for American corporations as it has been for those in Japan and Africa. Why? Because the human brain, no matter what region of the world it comes from, is drawn toward clarity and away from confusion." p6 Clarity is key in all kinds of writing.
Thank you to the author Donald Miller, HarperCollins Leadership, and NetGalley for an accessible digital arc of BUILDING A STORYBRAND 2.0. All views are mine.
November 17, 2017
Every copywriter needs to read this book. The business you are writing for is not a hero. The customer is. Genius.
July 12, 2020
So far my favorite business book ever. Highly recommended.
June 1, 2025
رویکردی قصهگو به برندینگ و مارکتینگ. ارزش خواندن داره واقعا.
May 4, 2019
Why this book is rated this high I don’t know!
It was full of forcing itself to be sold. Which is strange because if we’re reading we already being sold! and what was that SB7 anyway?
If anyone tells me if you play by these limited rules, your win is guaranteed, which by coincidence that person happens to be a salesman, I know as a fact that it is a lie to win me over not me to win.
He won though. I lost my time on this. But I learned one thing. Most marketing books are products by a salesman (who also can write) to be sold.
As a takeaway from this book, I think I should look into how I came to buy it. Damn you amazon!
It was full of forcing itself to be sold. Which is strange because if we’re reading we already being sold! and what was that SB7 anyway?
If anyone tells me if you play by these limited rules, your win is guaranteed, which by coincidence that person happens to be a salesman, I know as a fact that it is a lie to win me over not me to win.
He won though. I lost my time on this. But I learned one thing. Most marketing books are products by a salesman (who also can write) to be sold.
As a takeaway from this book, I think I should look into how I came to buy it. Damn you amazon!
Read
March 30, 2018The central lesson is: to market your product, come up with a story. The story is not about you or your business, but about the customer. If you are unafraid of being stifled by a framework, the book offers the so-called SB-7 to help you craft your story: character, problem, guide, plan, calls to action, failure, and success.
1. The character is the customer/Frodo.
2. He has a problem: house is ugly/need to destroy the ring.
3. He needs a guide: your painting company/Gandalf.
4. There needs to be a plan: your expertise in choosing color/walk to Mordor.
5. Calls to action: now that they trust you, relieve any customer hesitation (money-back guarantee) so that they can act.
6. Failure: in story you need the suspense of possible failure due to the villain: your competitor (show how you are not like "them")/Sauron.
7. Success: make the hero feel good about himself. Create a premium product for exclusivity; Create a sense of completeness when someone buys your stuff; Create a sense of self-acceptance.
The connection between marketing and story telling feels affected at times. But the author succeeded in showing he knows how to manipulate your sorry psychology to make you cough up your mulah. Makes me wonder whether I got tricked in paying $$$ for my Pelikan M1000.🤔
1. The character is the customer/Frodo.
2. He has a problem: house is ugly/need to destroy the ring.
3. He needs a guide: your painting company/Gandalf.
4. There needs to be a plan: your expertise in choosing color/walk to Mordor.
5. Calls to action: now that they trust you, relieve any customer hesitation (money-back guarantee) so that they can act.
6. Failure: in story you need the suspense of possible failure due to the villain: your competitor (show how you are not like "them")/Sauron.
7. Success: make the hero feel good about himself. Create a premium product for exclusivity; Create a sense of completeness when someone buys your stuff; Create a sense of self-acceptance.
The connection between marketing and story telling feels affected at times. But the author succeeded in showing he knows how to manipulate your sorry psychology to make you cough up your mulah. Makes me wonder whether I got tricked in paying $$$ for my Pelikan M1000.🤔
September 24, 2020
So, I decided to give this book a chance. A marketing book group I'm apart of chose this book and seemed excited about it. I have avoided most of Donald Miller's works during this new reiteration of him. I was a huge fan of him during his Blue Like Jazz days. And his newer works just don't jive with me. I should have stuck with my preconceived notions. Have you ever read a book that could have just been an article? This was true of this book. I appreciate the Brandscript program he created and will use that in my work as a marketer. But I was truly disappointed to see such a deep thinker become whatever he is now. This book was repetitive and very surface level. And I felt like I was being pitched at the entire book. Let me know when the old Donald Miller returns because this just isn't for me.
February 28, 2023
Sooo much practical value packed into this book! I was first introduced to the concept of the StoryBrand Brand Script through the writing program I'm doing (the Author Conservatory), and I found reading through the book so helpful for clarifying certain points I hadn't completely understood before.
I'll definitely be going back to this book again and again for my marketing. It makes me really excited about updating and improving my website and materials to match the framework!
I'll definitely be going back to this book again and again for my marketing. It makes me really excited about updating and improving my website and materials to match the framework!
January 6, 2018
Short, to the point and eye-opening
I can't even count the number of books I have read about marketing. Most of them have been good, but none of then managed to give me the clarity and concrete tools on how to build brand stories. This book has changed all that, and finally I have been given the much needed guide to create stories that sell
I can't even count the number of books I have read about marketing. Most of them have been good, but none of then managed to give me the clarity and concrete tools on how to build brand stories. This book has changed all that, and finally I have been given the much needed guide to create stories that sell
November 15, 2025
It had been a while since I’d been dreaming of building a brand that could genuinely help people. I had ideas—too many ideas. They were swirling around in every direction, and instead of feeling inspired, I felt overwhelmed. Every time someone asked me what my brand was actually about, I froze. I couldn’t articulate the value, the mission, or even the direction.
I thought motivation and hard work would be enough. Turns out, they weren’t.
The good thing about this world is that when you’re facing a problem, chances are someone else has already been there—and found a solution. So I started asking for help. In my case… ChatGPT (ahah). More precisely, I asked for book recommendations that could teach me how to tell a compelling story. My intuition was simple: if I wanted people to care about my brand, I first needed to learn how to craft a narrative they could connect with.
Among all the suggestions, StoryBrand 2.0 immediately stood out. A book about building a clear, structured brand story? Exactly what I needed.
And honestly? It delivered way more than I expected.
With a simple and powerful framework, it helped me transform my chaotic pile of ideas into a clear, engaging narrative. Everything suddenly made sense. I understood what my brand stood for, how to communicate it, and how to present it in a way people would actually remember.
Since then, talking about my brand has become incredibly easy.
Just to give you an idea: the last time my dad asked me what I was doing with my life these days (poor man genuinely never knows), he understood everything in less than two minutes.
(Doesn’t mean he didn’t complain afterward about me not having a “real job,” but still—progress.)
If you’re feeling lost with your brand, drowning in ideas, or unable to explain what you do in a simple sentence, StoryBrand 2.0 is hands-down the guide you need. It did for me what motivation alone never could: it gave me clarity.
I thought motivation and hard work would be enough. Turns out, they weren’t.
The good thing about this world is that when you’re facing a problem, chances are someone else has already been there—and found a solution. So I started asking for help. In my case… ChatGPT (ahah). More precisely, I asked for book recommendations that could teach me how to tell a compelling story. My intuition was simple: if I wanted people to care about my brand, I first needed to learn how to craft a narrative they could connect with.
Among all the suggestions, StoryBrand 2.0 immediately stood out. A book about building a clear, structured brand story? Exactly what I needed.
And honestly? It delivered way more than I expected.
With a simple and powerful framework, it helped me transform my chaotic pile of ideas into a clear, engaging narrative. Everything suddenly made sense. I understood what my brand stood for, how to communicate it, and how to present it in a way people would actually remember.
Since then, talking about my brand has become incredibly easy.
Just to give you an idea: the last time my dad asked me what I was doing with my life these days (poor man genuinely never knows), he understood everything in less than two minutes.
(Doesn’t mean he didn’t complain afterward about me not having a “real job,” but still—progress.)
If you’re feeling lost with your brand, drowning in ideas, or unable to explain what you do in a simple sentence, StoryBrand 2.0 is hands-down the guide you need. It did for me what motivation alone never could: it gave me clarity.
June 27, 2019
I’ve read more than a dozen books on telling stories for business, and I find that they take different tacts to tell their own stories. I find this StoryBrand book is a bit more basic than most I’ve seen recently, but to me the simplicity in its storytelling suggestions is a good thing. Instead of drilling down into story archetypes and theory, this book suggests looking at a handful of aspects of the story. Key takeaway is to put the customer in the role of the hero, and to put the company in the role of the guide – a Yoda to the customer’s Luke Skywalker. I liked that the author referred to dozens of classic movies to give examples of the story structures he’s explaining. This made things clear, although the author promotes the movie “Tommy Boy” as an example so many times you think there must be some other movie with that name that you somehow missed. But no. “Tommy Boy” is obviously the author’s guilty pleasure movie. For those familiar with the storyline comparing men’s movies and women’s movies in “Sleepless in Seattle”, most if not all the movies the author uses are “men’s” movies, with “Tommy Boy” as the poster child. No “An Affair to Remember” here. The author does pitch his classes an excessive number of times. I tend to dislike books-as-ads, especially if the book doesn’t stand by itself providing value. This one, I believe, does provide value. The suggestions offered are simpler than many other corporate storytelling books. The advice is better than some. I can see building stories for my demos at work using the structure described here, and I would expect better outcomes than using story techniques from the pure demo-creation books I’ve read. Nice work.
August 5, 2020
E interesantă perspectiva cu care vine, dar rețeta pe care o propune nu e chiar atât de aplicabilă. Am rămas mai degrabă cu o idee generală decât cu un plan de acțiune. Nu mi-a plăcut tonul de sale pe care îl are pe alocuri, am simțit că autorul a încercat să mă convingă de ceva ce nici el nu crede în totalitate: că există o rețetă după care se poate construi povestea unui brand în absolut orice domeniu. Pentru branding personal/zona de servicii e probabil useful, mai ales pentru cineva mai la început de drum sau care își construiește abia acum identitatea. Însă e departe de a fi o carte de pus obligatoriu pe listă.
October 15, 2017
Reads like an ebook of common sense.
October 27, 2017
أشياء مفيده، بس لنقل أني أموت من الملل قبل أن ينتهي كُل فصل.
September 7, 2023
«سالهاست شرکتها تلاش میکنند با مقدسترین سند موجود، طلسم خلا روایی را باطل کنند: بیانیهی مأموریت. بیانیهی مأموریت شرکت مثل جام مقدس اثربخشی سازمانی است. مسئولین اجرایی با فداکاری راهبانه در خلوتگاهی خارج از شرکت گرد هم میآیند تا عبارتهایی جهدآمیز و دقیق را روی لوحهای سنگی حکاکی کنند، عبارتهایی که افراد کمی میخوانندشان و افراد خیلی کمتری درکشان میکنند یا به کار میگیرند. صد رحمت به قصهای که به هیچ جا نمیرسد.»
برشی از «هر برند یک قصه است» دانلد میلر، ترجمهی رسول بابایی، نشر اطراف
این روزها اگر نگوییم همه، بیشتر آگهیهای نیروهای محتوا، بازاریابی و حتی برند کارفرمایی دنبال قصهگو میگردند، اما اینکه چند برند معدود به درستی قصه را روایت میکنند را میتوان اول با رجوع به حافظه و بعد با خواندن این کتاب فهمید. اگرچه مخاطب این کتاب، بیشتر تیم بازاریابی است اما دید قصهگویی باید در همهی سازمان جاری باشد تا اثرش را بگذارد.
ساده و سرراست حرف زدن، شناخت مشکل مخاطب در سه لایهی بیرونی، درونی و فلسفی، قرار گرفتن در نقش راهنما کنار مخاطب، دادن برنامه به او و دعوتش به اقدام چیزهایی بود که من از این کتاب یاد گرفتم. برشی که انتخاب کردم از بیانیهی ماموریت و سردرگمی کارکنان گفته، چیزی که این روزها در ایفای نقش برند کارفرمایی دغدغهام شده و این کتاب نشان میدهد مشخص کردن مشکل مشتری بالقوه و کمک به حل این مشکل نه تنها به مشتری، که به کارکنان هم انگیزهی تلاش برای انجام کاری معنادار و تغییر میدهد. مفهومی که بیش از هر چیزی به کار تشویقمان میکند.
به قول نویسنده: «این جا [کتاب] جایی برای کمک به آدم خوبها است که پیروز شوند.
چون در قصههای خوب همیشه آنها پیروز میشوند.»
برشی از «هر برند یک قصه است» دانلد میلر، ترجمهی رسول بابایی، نشر اطراف
این روزها اگر نگوییم همه، بیشتر آگهیهای نیروهای محتوا، بازاریابی و حتی برند کارفرمایی دنبال قصهگو میگردند، اما اینکه چند برند معدود به درستی قصه را روایت میکنند را میتوان اول با رجوع به حافظه و بعد با خواندن این کتاب فهمید. اگرچه مخاطب این کتاب، بیشتر تیم بازاریابی است اما دید قصهگویی باید در همهی سازمان جاری باشد تا اثرش را بگذارد.
ساده و سرراست حرف زدن، شناخت مشکل مخاطب در سه لایهی بیرونی، درونی و فلسفی، قرار گرفتن در نقش راهنما کنار مخاطب، دادن برنامه به او و دعوتش به اقدام چیزهایی بود که من از این کتاب یاد گرفتم. برشی که انتخاب کردم از بیانیهی ماموریت و سردرگمی کارکنان گفته، چیزی که این روزها در ایفای نقش برند کارفرمایی دغدغهام شده و این کتاب نشان میدهد مشخص کردن مشکل مشتری بالقوه و کمک به حل این مشکل نه تنها به مشتری، که به کارکنان هم انگیزهی تلاش برای انجام کاری معنادار و تغییر میدهد. مفهومی که بیش از هر چیزی به کار تشویقمان میکند.
به قول نویسنده: «این جا [کتاب] جایی برای کمک به آدم خوبها است که پیروز شوند.
چون در قصههای خوب همیشه آنها پیروز میشوند.»
June 6, 2020
I am skeptical of any book that throws around phrases that sound like the (™) symbol should go after them.
i.e. Look at the title of this book. StoryBrand(™) , anyone?.
But this one pleasantly surprised me! It was short, practical, and insightful. It is definitely one I plan to come back to and probably will buy in physical copy. (Audio version worked fine. I think for quick reference, print would be better.)
That said, none of it blew my mind. And I can't really blame the book for this. My brother recommended it to me with promises that it would be better than Seth Godin. And it so was. But if you run in this world, if you listen to the podcasts or as in my case attend grassroots leadership trainings, this is familiar stuff. It is good stuff. It is helpful. But it isn't anything we haven't heard from Donald Miller (or * insert name of trendy marketing guru *) before.
I do recommend this one, however, if you are either unfamiliar with story marketing or want a refresher or even just thinking of updating your website. Like I said, this was a useful book.
i.e. Look at the title of this book. StoryBrand(™) , anyone?.
But this one pleasantly surprised me! It was short, practical, and insightful. It is definitely one I plan to come back to and probably will buy in physical copy. (Audio version worked fine. I think for quick reference, print would be better.)
That said, none of it blew my mind. And I can't really blame the book for this. My brother recommended it to me with promises that it would be better than Seth Godin. And it so was. But if you run in this world, if you listen to the podcasts or as in my case attend grassroots leadership trainings, this is familiar stuff. It is good stuff. It is helpful. But it isn't anything we haven't heard from Donald Miller (or * insert name of trendy marketing guru *) before.
I do recommend this one, however, if you are either unfamiliar with story marketing or want a refresher or even just thinking of updating your website. Like I said, this was a useful book.
May 28, 2021
Listened to the audiobook about a month ago, what I took from it were simply to:
1. Realize the power of storytelling for marketing.
2. Sell the problem that your product solves, not the product itself.
3. Avoid being a hero, and be the guide instead.
Apart from that, I was bombarded with the constant plugging of the authors' website all throughout the book, the plugging was especially annoying through audio. Every time the author had a good thing going on in this book was suddenly cut short by a stupid plug of his stupid website 😂.
Overall, the book has a decent enough message, one that was failed by some minor bad choices.
1. Realize the power of storytelling for marketing.
2. Sell the problem that your product solves, not the product itself.
3. Avoid being a hero, and be the guide instead.
Apart from that, I was bombarded with the constant plugging of the authors' website all throughout the book, the plugging was especially annoying through audio. Every time the author had a good thing going on in this book was suddenly cut short by a stupid plug of his stupid website 😂.
Overall, the book has a decent enough message, one that was failed by some minor bad choices.
February 25, 2018
As a fiction writer, I really liked this storytelling approach to marketing and branding. It's cool, it makes sense, and I'm pretty sure it's going to work. I'm currently in the planning stages of launching two new brands related to fiction writing and this book has been very valuable in thinking through how to communicate to customers effectively. Miller's points on making the customer the hero and the focus instead of your organization was particularly helpful. And I love the Story Brand path Miller explains in this book. Highly recommended.
Rating: 4.5 Stars (Excellent).
Rating: 4.5 Stars (Excellent).
February 7, 2018
Excellent resource on integrating story into your branding and marketing! Filled with movie analogies and helpful tips, this book is one I will revisit again and again.
March 10, 2018
Helpful and easy to read. Tons of solid advice for communicating exactly what your company does. "If you confuse, you lose."
December 10, 2020
Clear, succinct, sufficient. Length and content are perfectly paired (a rare achievement). Miller's entertaining presentation of a timeless narrative formula gives readers the first 80% of what they'll need to explain what their business does and why busy people should care. An indispensable "Stop! Read This First" for anyone setting up or overhauling the company website or outreach materials.
Miller's core insight builds on the notion, well-known to storytellers, that "everyone is the hero of their own story." The mistake most businesses make is subconsciously presenting themselves as the hero. But potential customers are encountering you from within their own story, in which they are the hero. Glancing through your website or brochure, being shown through your pitch deck, they're getting the idea that if they teamed up with you, their story would have two heroes. That might be cool, but what the potential customer wants is not a fellow hero, or even a sidekick, but a guide.
Miller teaches businessfolk how to present themselves as the guide. It seems subtle, but it makes a world of difference.
Miller's core insight builds on the notion, well-known to storytellers, that "everyone is the hero of their own story." The mistake most businesses make is subconsciously presenting themselves as the hero. But potential customers are encountering you from within their own story, in which they are the hero. Glancing through your website or brochure, being shown through your pitch deck, they're getting the idea that if they teamed up with you, their story would have two heroes. That might be cool, but what the potential customer wants is not a fellow hero, or even a sidekick, but a guide.
Miller teaches businessfolk how to present themselves as the guide. It seems subtle, but it makes a world of difference.
April 11, 2024
فوقالعاده با تکنیک ها و روش های اجرایی 👌🏻
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January 28, 2022
Creează un StoryBrand: Clarifică-ți mesajul astfel încât clienții să-l audă de Donald Miller este cartea ideală pentru toți antreprenorii care vor să își crească afacerea, indiferent de cifra de afaceri, dar și extrem de utilă pentru cei ce vor să își încerce norocul în lumea business-ului.
Cu un limbaj pe înțelesul tuturor, exemple din diferite industrii și multe sfaturi ce pot fi puse în aplicare de oricine vrea să aibă succes cu afacerea sa, volumul desființează mitul conform căruia marketingul este o muncă doar pentru cei specializați, Miller venind cu un ghid practic și simplu ce garantează, într-o oarecare măsură, succesul afacerii.
https://ciobanuldeazi.home.blog/2022/...
Cu un limbaj pe înțelesul tuturor, exemple din diferite industrii și multe sfaturi ce pot fi puse în aplicare de oricine vrea să aibă succes cu afacerea sa, volumul desființează mitul conform căruia marketingul este o muncă doar pentru cei specializați, Miller venind cu un ghid practic și simplu ce garantează, într-o oarecare măsură, succesul afacerii.
https://ciobanuldeazi.home.blog/2022/...
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