When it comes to his StoryBrand messaging, he recommends using the following seven categories as a framework:
- A Character: The customer is the hero, not the brand.
- Has a Problem: Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.
- And Meets a Guide: Customers aren’t looking for another hero; they’re looking for a guide.
- Who Gives Them a Plan: Customers trust a guide who has a plan.
- And Calls Them to Action: Customers don’t take action unless they’re challenged to take action.
- That Helps Them Avoid Failure: Every human being is trying to avoid a tragic ending.
- And Ends in Success: Never assume people understand how your brand can change their lives. Tell them.
Miller summarizes the above with three strategies:
- Identify your customer’s problem.
- Explain your plan to help them.
- Describe a successful (happy) ending to their story.
As you know from Adam Grant’s book, Originals: How Non-Conformists Move the World, sometimes we need to take risks — so here I go. The following is the Doescher Advisors StoryBrand Elevator Speech:
“Over decades we meet business owners who are lonely. They lack an experienced, objective, confidential partner. Doescher Advisors fills that void through active listening and practical advice, like a member of the owner’s executive team. The result: Our clients sleep better. Try us out for a month, with no further commitment.”
For those of you who have read StoryBrand, please let me know what you think of my new elevator speech.