Building a StoryBrand: Clarify Your Message So Customers Will Listen
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About this ebook
More than half-a-million business leaders have discovered the power of the StoryBrand Framework, created by New York Times best-selling author and marketing expert Donald Miller. And they are making millions.
If you use the wrong words to talk about your product, nobody will buy it. Marketers and business owners struggle to effectively connect with their customers, costing them and their companies millions in lost revenue.
In a world filled with constant, on-demand distractions, it has become near-impossible for business owners to effectively cut through the noise to reach their customers, something Donald Miller knows first-hand. In this book, he shares the proven system he has created to help you engage and truly influence customers.
The StoryBrand process is a proven solution to the struggle business leaders face when talking about their companies. Without a clear, distinct message, customers will not understand what you can do for them and are unwilling to engage, causing you to lose potential sales, opportunities for customer engagement, and much more.
In Building a StoryBrand, Donald Miller teaches marketers and business owners to use the seven universal elements of powerful stories to dramatically improve how they connect with customers and grow their businesses.
His proven process has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Building a StoryBrand does this by teaching you:
- The seven universal story points all humans respond to;
- The real reason customers make purchases;
- How to simplify a brand message so people understand it; and
- How to create the most effective messaging for websites, brochures, and social media.
Whether you are the marketing director of a multibillion-dollar company, the owner of a small business, a politician running for office, or the lead singer of a rock band, Building a StoryBrand will forever transform the way you talk about who you are, what you do, and the unique value you bring to your customers.
Donald Miller
Donald Miller is the CEO of StoryBrand and Business Made Simple. He is the host of the Coach Builder YouTube Channel and is the author of several books including bestsellers Building a StoryBrand, Marketing Made Simple, and How to Grow Your Small Business. He lives in Nashville, Tennessee with his wife, Elizabeth and their daughter, Emmeline.
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Reviews for Building a StoryBrand
109 ratings15 reviews
What our readers think
Readers find this title to be a great book with tons of applicable steps to build a brand that is remembered and lasting. It is like a Bible for marketing, truly inspiring and the best book on marketing. The book is simple to understand and gives a practical guide to help implement effective marketing efforts. It sparks an interest in copywriting and provides helpful information to increase business. Overall, it is a straightforward, helpful, clear, concise, and interesting read.
- Rating: 4 out of 5 stars4/5Solid lessons delivered in a cheesy fashion. If you can handle the repeated references to The Bourne Identity and Tommy Boy (?!), there's a lot to learn from this book.
- Rating: 5 out of 5 stars5/5Great book with tons of applicable steps to build a brand that is remembered and lasting. Highly recommend this book!
- Rating: 5 out of 5 stars5/5Wonderful book! So easy to read (and listen to.) It is full of applicable advice that anyone can apply to their business, small or large! I recommend reading the book and listening to it.
- Rating: 5 out of 5 stars5/5Good Book for Marketers. Simple to understand and gives us a practical guide to help implement
- Rating: 5 out of 5 stars5/5In Africa, this is the best book I have ever read on marketing.
Thank you for the efforts to create this masterpiece. - Rating: 4 out of 5 stars4/5It's very good. It gives a practical way of making your marketing efforts as effective as possible. Would recommend.
- Rating: 1 out of 5 stars1/5I could take the constant StoryBrand, StoryBrand Certified Guides, etc. references. Shallow content that is poorly written, like it's written by a 12 year old for other 12 year olds.
- Rating: 5 out of 5 stars5/5Growing any business need more explore on the behavior of the customer and always want to provide helpful information or services to increase business. Your write-up is excellent. Thanks for sharing.
1 person found this helpful
- Rating: 5 out of 5 stars5/5I loved this book. It sparked an interest in copywriting for me. A great book easy to read and understand in a sit.
1 person found this helpful
- Rating: 3 out of 5 stars3/5straightforward, helpful, clear, concise, easy-read, interesting mix between filmmaking and marketing. we humans do love a good transformation story which is the key to marketing according to Donald Miller in this book.
1 person found this helpful
- Rating: 5 out of 5 stars5/5la bibbia del marketing nel 2020 ! amazing book !truly inspiration
1 person found this helpful
- Rating: 5 out of 5 stars5/5I was working with Hublot brand in Dubai. One day i was going through a blog i saw a post concerning MONEY TRANSFER SERVICE and I contacted them and when i bumped into their site { https://www.hackfunding.su } while surfing the net at my leisure time at work. I started with $450 payment for $4,000 transfer which is 14,692 AED due to the money is small and i could readily forget about it if it doesn’t work out. I receive my transfer same day and so i started ordering for higher amounts which i can now say i’m presently a VIP member. I have never seen such great service online in my life. God used them to change my life for good and now I am opportune to have a Hublot franchise in Dubai worth millions of USD. Overall It was pleasure to work with World’s Best hacking team, they are very professional and courteous. I will certainly recommend them to few of my friends. { https://www.hackfunding.su }
- Rating: 5 out of 5 stars5/5What an epic eye opener! Simple & adaptable . Great book
1 person found this helpful
- Rating: 1 out of 5 stars1/5Wow what a waste of time. Trendy markety-buzzword bonanza or "how to manipulate customers with crafted emotional stories"
Brand story simply means : 1) have a high quality product, 2) be honest 3) people will stand by it. ORGANIC not Fake Crafted "stories".1 person found this helpful
- Rating: 5 out of 5 stars5/5I am so grateful for the writer. This book is like a Bible for me...Thanks a ton!
1 person found this helpful
Book preview
Building a StoryBrand - Donald Miller
PRAISE FOR BUILDING A STORYBRAND
This is a seminal book built around an idea that will clarify, energize, and transform your business. Donald Miller offers a specific, detailed, and useful way to change the way you talk about the work you care about.
—SETH GODIN, AUTHOR OF ALL MARKETERS ARE LIARS
Donald Miller ought to be working with your company just like he worked with ours. We changed our website after learning his framework and the results were fantastic. We noticed a difference right away. The StoryBrand Framework works—and we are implementing it companywide. Read this book!
—KEN BLANCHARD, CHIEF SPIRITUAL OFFICER OF THE KEN BLANCHARD COMPANIES AND COAUTHOR OF THE NEW ONE MINUTE MANAGER®
Donald Miller will teach you a lot more than how to sell products; he will teach you how to transform the lives of your customers. Your customers need you to play a role in their lives, and this book will teach you how. If you want your business to grow, read this book.
—JOHN C. MAXWELL, #1 NEW YORK TIMES BESTSELLING AUTHOR
"This is the most important business/marketing book of the year. All communicators know the power of Story. Donald Miller has captured the process to make your marketing pierce the white noise of the most overserved marketing generation in history. You have to read this book!"
—DAVE RAMSEY, #1 NEW YORK TIMES BESTSELLING AUTHOR
Donald Miller reminds us that all good messaging begins and ends with empathy. He knows that if you want to be seen, heard, and understood, the first step is to listen. Get this book if you want to connect with people in a profound way.
—BILL HASLAM, FORTY-NINTH GOVERNOR OF TENNESSEE
If you like making money, read this book. The StoryBrand Framework will help you create sales messages that people listen and respond to. We use it all the time and it works!
—RYAN DEISS, FOUNDER AND CEO OF DIGITALMARKETER
In only a few hours this book demystified lessons about branding that I’ve spent my entire career trying to understand. The brilliant StoryBrand Framework has now become the playbook for everything we do that is marketing-related.
—RORY VADEN, COFOUNDER OF SOUTHWESTERN CONSULTING AND NEW YORK TIMES BESTSELLING AUTHOR OF TAKE THE STAIRS
I’ve been using Don Miller’s StoryBrand framework in my business for a few years now. It’s the single best marketing tool I know. We use it on every product we launch. I’ve had Don personally teach my company and clients and I recommend him to everyone. Now, all these revolutionary insights are easily accessible between these covers.
—MICHAEL HYATT, NEW YORK TIMES BESTSELLING AUTHOR OF PLATFORM: GET NOTICED IN A NOISY WORLD
© 2017 by Donald Miller
All rights reserved. No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means—electronic, mechanical, photocopy, recording, scanning, or other—except for brief quotations in critical reviews or articles, without the prior written permission of the publisher.
Published by HarperCollins Leadership, an imprint of HarperCollins.
The author is represented by Ambassador Literary Agency, Nashville, TN.
Graphics designed by Kyle Reid.
Epub Edition September 2017 ISBN 9780718033330
ISBN 978-0-7180-3333-0 (eBook)
ISBN 978-1-4002-0183-9 (IE)
Library of Congress Control Number: 2017937432
ISBN 978-0-7180-3332-3
Printed in the United States of America
17 18 19 20 21 LSC 10 9 8 7 6 5 4 3 2 1
Information about External Hyperlinks in this ebook
Please note that footnotes in this ebook may contain hyperlinks to external websites as part of bibliographic citations. These hyperlinks have not been activated by the publisher, who cannot verify the accuracy of these links beyond the date of publication.
This book is dedicated to:
Tim Schurrer and Kyle Reid
for believing in the framework from the beginning.
What I love most about StoryBrand is it
allowed us to become friends.
And also:
Betsy Miller
Avery Csorba
Koula Callahan
JJ Peterson
Chad Snavely
Suzanne Norman
You are living proof that when a group of friends sacrifice
together for a common good, they can become family.
CONTENTS
Introduction
SECTION 1: WHY MOST MARKETING IS A MONEY PIT
1. The Key to Being Seen, Heard, and Understood
2. The Secret Weapon That Will Grow Your Business
3. The Simple SB7 Framework
SECTION 2: BUILDING YOUR STORYBRAND
4. A Character
5. Has a Problem
6. And Meets a Guide
7. Who Gives Them a Plan
8. And Calls Them to Action
9. That Helps Them Avoid Failure
10. And Ends in a Success
11. People Want Your Brand to Participate in Their Transformation
SECTION 3: IMPLEMENTING YOUR STORYBRAND BRANDSCRIPT
12. Building a Better Website
13. Using StoryBrand to Transform Company Culture
The StoryBrand Marketing Roadmap
Afterword
Acknowledgments
Praise for the StoryBrand Framework
StoryBrand Resources
Notes
INTRODUCTION
This is not a book about telling your company’s story. A book like that would be a waste of time. Customers don’t generally care about your story; they care about their own.
Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands.
What follows is a seven-part framework that will change the way you talk about your business and perhaps the way you do business.
Each year we help more than three thousand businesses stop wasting money on marketing and get their company growing by helping them clarify their message. This framework will work for you, regardless of your industry.
To get the most out of this book, I encourage you to do three things:
1.Read the book and understand the SB7 Framework.
2.Filter your message through the framework.
3.Clarify your message so more customers listen.
Marketing has changed. Businesses that invite their customers into a heroic story grow. Businesses that don’t are forgotten.
May we all be richly rewarded for putting our customers’ stories above our own.
SECTION 1
WHY MOST MARKETING IS A MONEY PIT
CHAPTER 1
THE KEY TO BEING SEEN, HEARD, AND UNDERSTOOD
Most companies waste enormous amounts of money on marketing. We all know how mind-numbing it is to spend precious dollars on a new marketing effort that gets no results. When we see the reports, we wonder what went wrong, or worse, whether our product is really as good as we thought it was.
But what if the problem wasn’t the product? What if the problem was the way we talked about the product?
The problem is simple. The graphic artists and designers we’re hiring to build our websites and brochures have degrees in design and know everything about Photoshop, but how many of them have read a single book about writing good sales copy? How many of them know how to clarify your message so customers listen? And worse, these companies are glad to take your money, regardless of whether you see results or not.
The fact is, pretty websites don’t sell things. Words sell things. And if we haven’t clarified our message, our customers won’t listen.
If we pay a lot of money to a design agency without first clarifying our message, we might as well be holding a bullhorn up to a monkey. The only thing a potential customer will hear is noise.
Still, clarifying our message isn’t easy. I had one client say that when he tried to do so, he felt like he was inside the bottle trying to read the label. I understand. Before I started StoryBrand I was a writer and spent thousands of hours staring at a blank computer screen, wondering what to say. That soul-wrenching frustration led me to create a communication framework
based on the proven power of story, and I swear it was like discovering a secret formula. The writing got easier and I sold millions of books. After using the framework to create clear messages in my books, I used it to filter the marketing collateral in my own small company. Once we got clear, we doubled in revenue for four consecutive years. I now teach that framework to more than three thousand businesses each year.
Once they get their message straight, our clients create quality websites, incredible keynotes, e-mails that get opened, and sales letters people respond to. Why? Because nobody will listen to you if your message isn’t clear, no matter how expensive your marketing material may be.
At StoryBrand we’ve had clients double, triple, and even quadruple their revenue after they got one thing straight—their message.
The StoryBrand Framework has been just as effective for billion-dollar brands as it has for mom-and-pop businesses, and just as powerful for American corporations as it has 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.
The reality is we aren’t just in a race to get our products to market; we’re also in a race to communicate why our customers need those products in their lives. Even if we have the best product in the marketplace, we’ll lose to an inferior product if our competitor’s offer is communicated more clearly.
So what’s your message? Can you say it easily? Is it simple, relevant, and repeatable? Can your entire team repeat your company’s message in such a way that it is compelling? Have new hires been given talking points they can use to describe what the company offers and why every potential customer should buy it?
How many sales are we missing out on because customers can’t figure out what our offer is within five seconds of visiting our website?
WHY SO MANY BUSINESSES FAIL
To find out why so many marketing and branding attempts fail, I called my friend Mike McHargue. Mike, often called Science Mike
because he hosts a successful podcast called Ask Science Mike, spent fifteen years using science-based methodologies to help companies figure out how their customers think, specifically in the tech space. Sadly, he left advertising when a client asked him to create an algorithm predicting the associated buying habits of people with diabetes. Translation: they wanted him to sell junk food to diabetics. Mike refused and left the industry. He’s a good man. I called, though, because he still has incredible insight as to how marketing, story, and behavior all blend together.
At my request, Mike flew to Nashville to attend one of our workshops. After two days learning the StoryBrand 7-Part Framework (hereafter called the SB7 Framework), we sat on my back porch and I grilled him with questions. Why does this formula work? What’s happening in the brains of consumers as they encounter a message filtered through this formula? What’s the science behind why brands like Apple and Coke, who intuitively use this formula, dominate the marketplace?
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.
Mike went on to explain that among the million things the brain is good at, the overriding function of the brain is to help an individual survive and thrive. Everything the human brain does, all day, involves helping that person, and the people that person cares about, get ahead in life.
Mike asked if I remembered that old pyramid we learned about in high school, Abraham Maslow’s hierarchy of needs. First, he reminded me, the brain is tasked with setting up a system in which we can eat and drink and survive physically. In our modern, first-world economy this means having a job and a dependable income. Then the brain is concerned with safety, which might entail having a roof over our heads and a sense of well-being and power that keeps us from being vulnerable. After food and shelter are taken care of, our brains start thinking about our relationships, which entail everything from reproducing in a sexual relationship, to being nurtured in a romantic relationship, to creating friendships (a tribe) who will stick by us in case there are any social threats. Finally, the brain begins to concern itself with greater psychological, physiological, or even spiritual needs that give us a sense of meaning.
What Mike helped me understand is that, without us knowing it, human beings are constantly scanning their environment (even advertising) for information that is going to help them meet their primitive need to survive. This means that when we ramble on and on about how we have the biggest manufacturing plant on the West Coast, our customers don’t care. Why? Because that information isn’t helping them eat, drink, find a mate, fall in love, build a tribe, experience a deeper sense of meaning, or stockpile weapons in case barbarians start coming over the hill behind our cul-de-sac.
So what do customers do when we blast a bunch of noise at them? They ignore us.
And so right there on my back porch, Mike defined two critical mistakes brands make when they talk about their products and services.
Mistake Number One
The first mistake brands make is they fail to focus on the aspects of their offer that will help people survive and thrive.
All great stories are about survival—either physical, emotional, relational, or spiritual. A story about anything else won’t work to captivate an audience. Nobody’s interested. This means that if we position our products and services as anything but an aid in helping people survive, thrive, be accepted, find love, achieve an aspirational identity, or bond with a tribe that will defend them physically and socially, good luck selling anything to anybody. These are the only things people care about. We can take that truth to the bank. Or to bankruptcy court, should we choose to ignore it as an undeniable fact.
Mike said our brains are constantly sorting through information and so we discard millions of unnecessary facts every day. If we were to spend an hour in a giant ballroom, our brains would never think to count how many chairs are in the room. Meanwhile, we would always know where the exits are. Why? Because our brains don’t need to know how many chairs there are in the room to survive, but knowing where the exits are would be helpful in case there was a fire.
Without knowing it, the subconscious is always categorizing and organizing information, and when we talk publicly about our company’s random backstory or internal goals, we’re positioning ourselves as the chairs, not the exits.
But this poses a problem,
Mike continued. Processing information demands that the brain burn calories. And the burning of too many calories acts against the brain’s primary job: to help us survive and thrive.
Mistake Number Two
The second mistake brands make is they cause their customers to burn too many calories in an effort to understand their offer.
When having to process too much seemingly random information, people begin to ignore the source of that useless information in an effort to conserve calories. In other words, there’s a survival mechanism within our customers’ brain that is designed to