Mind Map Gallery Building a StoryBrand - Clarify Your Message So Customers Will Listen
A mind map book summary for "Building a StoryBrand: Clarify Your Message So Customers Will Listen"Edited at 2020-09-21 13:02:45
Building a StoryBrand: Clarify Your Message So Customers Will Listen
Two common mistakes brands make
They fail to focus on the aspects of their offer that will help people survive and thrive.
They cause their customers to burn too many calories in an effort to understand their offer.
"If you confuse, you'll lose."
Clarify your message
How long will we last if we keep talking about aspects of our products our customers don’t care about?
A good story makes music out of noise
The brain remembers music and forgets about noise just like the brain remembers some brands and forgets about others. If a character or scene doesn’t serve the plot, it has to go. When storytellers bombard people with too much information, the audience is forced to burn too many calories organizing the data. People don’t buy the best products; they buy the products they can understand the fastest.
Story in a Nutshell
1. A character
2. A problem
3. A guide
4. A plan that calls them to action to avoid failure and end in success
How do we make the story our company is telling clear?
Answer three questions
1. What does the hero want?
2. Who or what is opposing the hero getting what she wants?
3. What will the hero’s life look like if she does (or does not) get what she wants?
Clarity produces results
1. A Character
Principle #1: The customer is the hero not your brand.
2. Has a Problem
Principle #2: Companies tend to see solutions to external problems, but customers buy solutions to internal problems. By talking about the problems our customers face, we deepen their interest in everything we offer.
3. And Meets a Guide
Principle #3: Customers aren’t looking for another hero, they’re looking for a guide.
It’s no accident that guides show up in almost every movie. Nearlyevery human being is looking for a guide (or guides) to help them win the day.
4. Who gives them a plan
Principle # 4: Customers trust a guide who has a plan.
5. And Calls Them to Action
Principle # 5: Customers do not take action unless they are challenged to take action.
A call to action involves communicating a clear and direct step our customer can take to overcome their challenge and return to a peaceful life. Without clear calls to action, people will not engage our brand.
6. That Helps Them Avoid Failure
Principle # 6: Every human being is trying to avoid a tragic ending
If there is nothing at stake in a story, there is no story. Simply put, we must show people the cost of not doing business with us. Good stories captivate an audience: they define what’s at stake.
7. And Ends in a Success
Principle # 7: Never assume people understand how your brand can change their lives. Tell them.
Everybody wants to be taken somewhere. If we don’t tell people where we’re taking them, they’ll not engage
Every Story Needs a Villain
1. The villain should be a root source.
2. The villain should be relatable.
3. The villain should be singular.
4. The villain should be real.
Make sure the images and text you use meet one of the following criteria:
They promise an aspirational identity.
They promise to solve a problem.
They state exactly what they do.
Obvious Calls to Action
Images of Success