How Story Drives Business: Become Yoda to Your Customer, Luke.

Overview—The Storybrand Framework to Business Development: A customer has a problem and meets a guide, who offers a plan, then calls them to action that helps them avoid failure, and ends in success.

1. A Character. The customer is the hero, NOT your brand; 2. Has a Problem. Companies tend to sell solutions to external problems, but customers buy solutions to internal problems; 3. And Meets a Guide. Customers are not looking for another hero; they’re looking for a guide; 4. Who Gives Them a Plan. Customers trust a guide who has a plan; 5. And Calls Them to Action. Customers do not take action unless they are challenged to take action; 6. That Helps Them Avoid Failure. Every human being is trying to avoid a tragic ending; 7. And Ends in Success. Never assume people know how your brand can change their lives. Tell them.

1.    A Character. The question any business must answer is what does my client want? So, a luxury hotel changed its focus to what guests wanted—luxury and rest—and focused its website on luxury images of pools, saunas and plush robes. One real estate company changed their focus to “The Home You’ve Dreamed About.” Defining the customer’s need/want sets up the necessary tension to ensure customer survival in a competitive world. So, a product or service that helps clients conserve financial resources or time, build social networks, gain status, or accumulate resources will be attractive to them. For your own customers, answer the question: What do they want?

2.    A Problem. “Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.” Identifying a customer’s problem is the “hook” of the story. To do this, you need a villain—an obstacle that the customer must overcome to get better. Batman had the Joker, and Superman fought Lex Luthor. We should offer our products or services as weapons to fight the “villain,” the problem. The villain should be the root source of the hero’s problem, relatable to the client, be real and be singular—one at a time. Customers will often tell you their external problem, but their internal problem (how they feel) is the real problem and the one your product or service should solve. CarMax figured out that people wanted a car (the external problem) but hated dealing with car salesmen (the internal problem); they fashioned a no-haggle pricing system, noncommissioned salespeople, and a car certification process—an approach that propelled their amazing growth. 

3.    A Guide. “Customers aren’t looking for a hero; they’re looking for a guide.” We all need guides—parents, coaches, mentors. You are not the hero of your customer or your customer’s problems, but their guide to make them the hero. Customers want to know from you: “How are you going to help me win the day?” Remember that customers are the heroes, and your brand is the guide. To be effective, a guide must be an authority and be empathetic. A guide needs deep experience helping the customer solve their problems. At the same time, the guide needs to show empathy—we care. Testimonials from other customers, awards, client lists, and other symbols of accomplishment will help new clients trust your brand.

4.    A Plan. “Customers trust a guide with a plan.” Think of the plan as the guide’s roadmap for the hero…steppingstones to get her/him to the other side of the river. Make the plan easy to understand. Recall the old mantra: “If you confuse, you lose.” The author recommends having a Process Plan that breaks down your company’s offering into sequential steps, all aimed at providing clarity, not confusion, for the customer. So, if the Process Plan reduces confusion, the Agreement Plan should reduce fears. CarMax mastered the Agreement Plan in their 4-point agreement, so buyers don’t get stuck with a lemon! Make a list of all your customers’ fears in dealing with you, and then establish counter agreements.

5.    A Call to Action. “Customers do not take action unless they are challenged to take action.” Customers must be challenged or they will stick with the status quo. However, we all think that customers will intuit our call to action—read our mind. We need a “Buy Now” button on our website as well as making it part of our sales pitch. Here are two types of calls to action: Direct and Transitional. Direct calls to action are the “buy now,” “call today” and “schedule a free consultation” appeals that appear on a website. Transitional calls to action are less pressured and more about guiding customers into the right lane. Inviting people to download a white paper or attend a webinar gets them on the path to act. Also, keep asking for their business. Some ideas: Offer a free download of value and use it to advertise a free webinar; use testimonials from satisfied customers, etc.

6.    Help Avoid Failure. “Every human being is trying to avoid a tragic ending.” We all seek solutions to our problems. Ask yourself, what’s at stake for the customer—the hero? Listing topics in emails and blog posts that forecast failure if certain things aren’t done can motivate people into action. People are much more motivated by loss than gain—prospect theory. This fear appeal points out the threat, the need to thwart the threat, a call to action to protect themselves, and a challenge to act now. Keep the fear reasonable, not overwhelming, or people will freeze.

7.    Ends in Success. “Never assume people understand how your brand will change their lives. Tell them.” Great brands paint a clear vision of the future. Associate your brand with clients gaining status, supporting the leader by reducing anxiety or workload; by reaching their potential through inspiration and acceptance; by transforming their identity from average to great. Start with your website: Make your brand offer above the fold on the first page; offer an obvious call to action—like call now, click here; display images of success; show your key offering simply; use only a few words. Customers have problems; they want guides to help them. Be there for them. 

Building a Story Brand: Clarify Your Message so Customers Will Listen, by Donald Miller (Harper Collins, 2017). Reviewed and summarized by Steve Gladis.