Building a Story Brand by Donald Miller - Core Takeaways

1. "Customer as the Hero"

• Action: Always position your customer, not your brand, as the hero of the story.
• Why: Customers need to see themselves succeeding with your help, not watching your brand’s achievements.
• Quick Tip: Shift focus to what your customer wants to achieve, then present yourself as a guide.

2. "Define the Problem (External, Internal, Philosophical)"

• Action: Clearly identify and address three types of problems:
  • External: Tangible issues (e.g., lack of time or resources)
  • Internal: Emotional drivers (e.g., desire for confidence or simplicity)
  • Philosophical: Values-based problems (e.g., making a positive impact).
• Why: People buy solutions to internal frustrations more than external problems.
• Quick Tip: Personify a relatable villain that symbolizes these problems to strengthen your message.

3. "Be the Guide, Not the Hero"

• Action: Show empathy and authority to establish trust, making it clear you understand and can solve the customer’s challenges.
• Why: As a trusted guide, your role is to empower the hero (customer) on their journey.
• Quick Tip: Use testimonials, case studies, or relevant experience to highlight your credibility.

4. "Provide a Simple Plan"

• Action: Outline clear steps the customer needs to take to achieve success. This plan should be easy to understand and act upon.
• Why: Plans help reduce the customer’s fear of failure by showing them a clear path forward.
• Quick Tip: Keep steps actionable and concise. A “3-Step Success Path” format often works well.

5. "Call to Action"

• Action: Include direct (e.g., “Buy Now”) and transitional (e.g., “Download Free Guide”) calls to action.
• Why: Clear CTAs prevent hesitation and guide customers toward the next steps.
• Quick Tip: Place bold, direct CTAs prominently on your website to drive action immediately.

6. "Highlight Stakes to Avoid Failure"

• Action: Communicate what’s at risk if customers don’t take action, emphasizing consequences to reinforce urgency.
• Why: People are often more motivated by avoiding losses than achieving gains.
• Quick Tip: Use phrases that highlight the consequences, creating a sense of urgency.

7. "Paint a Picture of Success"

• Action: Show customers what their life will look like after they achieve their goals with your help.
• Why: Visualizing success makes the journey compelling, reinforcing the benefits of acting now.
• Quick Tip: Use vivid, relatable examples that showcase status, peace of mind, or satisfaction.