It is called Building a Story Brand 2.0 (what a surprise), by communicating messages that make your customer your hero.

People could care less about your story or how you talk about your product or service. We all need to survive and look for messages that meet that need. Does your message do that? And does your customer have to work too hard to understand what you are trying to sell?

Example – A successful Pet Supply company was having trouble selling aquariums to people other than fish enthusiasts and hobby enthusiasts. Research finally discovered that the fish in the aquariums fascinated children visiting doctor’s offices and funeral homes. A marketing message that identified that phenomenon was born – “Kids love aquariums.” Sales took off,

Donald Miller, the author, created the Story Brand Framework, which guides you through a 7-step process (SB7 Framework) that helps you make your brand more inviting to customers. Clarity is the key to the process, recommended book.

Story-Brand reminds me of a process I learned early in my career with BBDO. It is a simple four-step process for creating a message that forces you to approach the assignment from the perspective of the customer. Here are the four steps: 1. Know your prime prospect. 2. Know your prime prospect’s problem. 3. Know your product (relate it to the problem). 4. Break the Boredom Barrier.

HAVE A HAPPY, PRODUCTIVE SPRING.

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