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How to Help Your Brand Cut Through the Noise — “Building a Story Brand” by Donald Miller
About Building a Story Brand
Donald Miller’s Story Brand uses a 6-part story formula to help companies and leaders learn what it really means to earn clients’ trust. This 6-part formula is useful not only in business but in writing and other areas of life as well, and though simple, has the potential to revolutionize how you do life and business.
SECTION 1: WHY MOST MARKETING IS A MONEY PIT
Chapter 1 The Key to Being Seen, Heard, and Understood
Pretty websites don’t sell things. Words sell things. And if we haven’t clarified our message, our customers won’t listen.
SB7: The StoryBrand 7-Part Framework
Most marketing is too complicated for people’s brains. The brain is focused on helping the person get ahead in life.
Why brands fail:
- They fail to focus on parts of their offer that help people survive/thrive (all stories are about some form of survival: physical, emotional, relational, spiritual)
- They make their clients work too hard to understand what they offer.
Stories help organize info so people understand faster.
If you confuse, you lose.
Stop blasting your clients with noise. Connect with them. Clarify your message with a formula.
Chapter 2 The Secret Weapon That Will Grow Your Business
Story is to info dumps as music is to noise.
Apple took advantage of clarity and the story lens in their billboard ad: “Think Different.” They stopped featuring computers in their ads, but tapped into customers’ stories by
- ID-ing what people wanted (to be seen/heard)
- Defining people’s challenges (don’t recognize their own hidden genius)
- Offer them a tool to express themselves (computers, smartphones)
People don’t buy products, they…
