Who doesn’t like a good story? When you think of the times you were most wrapped up in a conversation, I’d bet you were listening intently to someone unfolding a good story. Why? Because a good story connects people like a common and universal language.
The power of a good story was brought home while I was reading Building a Story Brand by Donald Miller. The book focuses on why developing a story that puts the customer as the hero of his/her own story is a powerful marketing strategy. Miller (2017) shares that every successful story has specific elements and events: (1) a character, (2) a problem, (3) character meets guide, (4) guide gives plan, (5) character is inspired to action, and (6) success results or failure is avoided. Blockbusters have proved this theme to be true over and over again as exemplified in such movies as Star Wars and Hunger Games.
What makes for a good story? A good story answers three specific questions: (1) What the hero wants? (2) Who or what is opposing the hero of getting it? and (3) What the hero’s life will look like if he or she gets it? If you’re marketing your business, you need to answer those questions and answer them fast with the least amount of noise.
Miller (2017) asserts that successful businesses have developed websites and marketing materials that within 5 seconds of looking at them, potential customers can answer:
- What the business offers?
- How the product or service will make their life better?
- What they need to do to buy it?
How do your marketing materials stand up to the storyline test? Do they clearly and succinctly communicate what problem you solve and the impact to the customer? Do they challenge the customer to act? If the answer is not a resounding “yes” to all these questions, perhaps you should revamp your marketing and advertising. You’ll be happy you did but be forewarned that making these changes will be harder than you think. Most people are not conditioned to think in this way when designing marketing materials.
Miller, D. (2017). Building a Story Brand: Clarify Your Message So Customers Will Listen. Nashville, TN: HarperCollins.
About the Author: Sandra Dillon is a professional coach with an extensive background in leadership and business coaching. She works with individuals and businesses as well as designs and facilitates workshops to empower people. She has a passion to help people be the best versions of themselves. You can learn more about Sandra or engage her as your coach by reaching out to her at firstname.lastname@example.org or by visiting her website at www.shinecrossings.com