Building a StoryBrand

Remember the mantra “If you confuse, you lose”? Not having a plan is a guaranteed way to confuse your customers.

• Go to mystorybrand.com and either create a BrandScript or log in to your existing BrandScript.

• Go to mystorybrand.com and either create a BrandScript or log in to your existing BrandScript

After their near collapse, Apple didn’t find their footing until Steve Jobs understood that people felt intimidated (internal problem) by computers and wanted a simpler interface with technology. In one of the most powerful advertising campaigns in history, Apple showed a simple, hip, fun character who just wanted to take photos and listen to music and write books next to a not-so-hip tech nerd who wanted to talk about the inner workings of his operating system. The campaign positioned Apple Computers as the company to go to if you wanted to enjoy life and express

villain is the number-one device storytellers use to give conflict a clear point of focus.

We’ve created a tool to simplify the process. This tool is going to reduce the hassle of creating a clear message, save you time, entertain you as you use it, and motivate you to create marketing material that works. As I mentioned earlier, this tool is called the StoryBrand BrandScript, and it’s going to become your new best friend.

strategy she recommends to her clients is simple: when giving a speech, position yourself as Yoda and your audience as Luke Skywalker.1 It’s a small but powerful shift that honors the journey of the audience and positions us as a leader providing wisdom, products, and services our audience needs in order to thrive.

these questions within five seconds of looking at our website or marketing material:

1. What do you offer?

2. How will it make my life better?

3. What do I need to do to buy it?

At StoryBrand we call this passing the grunt test. The critical question is this: “Could a caveman look at your website and immediately grunt what you offer?”

Bourne Identity were a movie about a spy named Jason Bourne searching for his true identity but it also included scenes of Bourne trying to lose weight, marry a girl, pass the bar exam, win on Jeopardy, and adopt a cat? The audience would lose interest. When storytellers bombard people with too much information, the audience is forced to burn too many calories organizing the data. As a result, they daydream, walk out of the theater, or in the case of digital marketing, click to another site without placing an order.

Why do so many brands create noise rather than music? It’s because they don’t realize they are creating noise. They actually think people are interested in the random information they’re doling out.

Simply include any customer who places one or two orders in an automated campaign that offers them an educational video or PDF they can pass on, an added value for telling their friends about you, or a bonus or even a commission. Make sure the system opts customers out after placing several orders so you don’t hit every customer every time they order with another sales pitch. We don’t want to risk annoying people.