🚀📚#TheGrowthBookClub: Building A Story Brand by Donald Miller (A Review)
As discussed in this #GROWTHsnack, digital content carefully structured throughout the buyer’s journey is one of the most effective growth levers companies can utilize to drive better organic traffic and further optimize conversion and retention rates.
While there is a lot of foundational work to be done before you can get to writing the content — there are also different messaging frameworks you can use, and today I’d like to talk about one that I like in particular.
One of the books that have influenced me the most in my content strategy and content creation process is Building A Story Brand by Donald Miller.
Miller identifies stories as a powerful and effective medium for communicating commercial messages to customers. The key is ensuring they are structured properly and are simple and clear.
At the beginning of the book, he emphasizes:
Do:
1. Ensure that your CUSTOMER is the HERO of your story, not your brand
2. Focus on the aspect of your offer that helps your customers survive and thrive
Don’t:
1. Do not make them burn too many calories in an effort to understand your offer
If you do these and follow the 7 step framework (SB7 Framework), Miller guarantees you will optimize your marketing budgets and resources while experiencing business growth (or, to utilize the loss aversion concept we will talk about later — “to stop wasting money on ineffective marketing efforts”).
Didn’t read the book yet? Has it been a while since you’ve read it/practiced this framework?
Listening to it or reading through it will help you better understand the practice behind it.
The reason for that is that Miller uses the same powerful medium to teach you about this method — which isn’t fully captured in this short review.
At the same time, he provides effective guidelines for practicing this framework and many examples that help you take your first steps.
So…what is the “SB 7 Framework?”
One of the stories that Miller uses throughout the book is the first Star Wars movie's narrative. I will be using its narrative occasionally - to explain some of the framework's elements better.
- The Hero (Luke Skywalker):
In every story, the hero lives in peace until…order is disrupted (in Luke’s case — his family is killed by the empire)! This is your customer’s problem.
- The problem pulls your customers to the story (that’s the hook)
- A story gap exists between the hero (customer) and what they want.
SUSPENSE: WILL THEY BRIDGE THE GAP…?
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2. Who Has A Problem:
- External problems — Empire disrupts the peace and threatens survival (“The Villain” — Vader, one is enough)
- Internal problems — Lonely — no family need to survive
- Philosophical problems — War between “Good” & “Evil”.
Companies tend to sell solutions to external problems, but people buy solutions to internal problems.
By talking about the problem our customers have, we deepen their engagement with what we offer.
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3. And Meets A Guide…
- Customers are not looking for another hero; they are looking for a guide (your brand). The guide offers empathy and authority.
- Tell your customers:
- What positions you as the (best) guide for them?
- How are you helping them win the day?
Examples:
- Show empathy towards their internal problem: using verbs and adjectives that articulate their pain and show your understanding of it.
Luke’s fear, anger - Show authority towards their external problem: benchmarks, numbers, testimonials (Obi-Wan) — How much money have you helped them save? How much have their businesses grown since they started working with you? Numbers, statistics, awards
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4. Who gives them a plan…
- The bridge the hero has to cross to reach the climactic scene. Customers trust a guide who has a plan — “A Path of Hope.” The plan creates clarity.
- Plan types:
- Agreement plans: “Always fresh!”
- Process plans: The steps they need to take to cross the bridge successfully
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5. And calls them to action…
- Characters only take action after being challenged by an outside force (Solo and Leia are in trouble).
Call to action:
- Direct call to action — leads to a sale, or the first step on a path that leads to a sale — “Buy Now” button.
- Transitional call to action — onramps customers to a future purchase. Offers the customer something for free (webinar, ebook, etc.).
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6. That helps them avoid failure…
- Every human being is trying to avoid a tragic ending. What’s at stake? If nothing can be gained or lost — no one cares.
Tell your customers what is at stake if they do not buy your product — What is the cost of not doing business with us?
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7. And ends in success:
- Never assume people understand how your brand can change their lives. Tell them.
- Offering a vision of how great your customer’s life can be if they engage with your product — e.g., new home, dream vacation.
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And Now… Practice Makes Better!
To help you practice your messaging, Miller offers the perfect canvas called “brandscript,” as well as bonus materials here.
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I hope you have enjoyed this quick review of the SB-7 framework. To learn more about #TheGrowthBookClub initiative and how you can participate and contribute — click here.
Until next time,
S
