Building a StoryBrand

Empathetic statements start with words like, “We understand how it feels to . . .” or “Nobody should have to experience . . .” or “Like you, we are frustrated by . . .” or, in the case of one Toyota commercial inviting Toyota owners to engage their local Toyota service center, simply, “We care about your Toyota.”

Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands.

Customers don’t generally care about your story; they care about their own.

Donald Miller reminds us that all good messaging begins and ends with empathy. He knows that if you want to be seen, heard, and understood, the first step is to listen. Get this book if you want to connect with people in a profound way.”

“5 Mistakes People Make with Their First Million Dollars”— A downloadable PDF guide offered by a financial advisor who wanted to find young, newly wealthy clients to help them with their financial planning.

“Building Your Dream Home: 10 Things to Get Right Before You Build”— A free e-book offered by an architect who wanted to establish herself as a guide to families looking to build a custom home.

“Cocktail Club: Learn to Make One New Cocktail Each Month”—This was a monthly event surprisingly put on by a garden store that taught attendees how to infuse bitters and simple syrups with herbs. The objective for this promotion was to create a community around their store. Business is booming (or should I say blooming) because people want to attend their classes.

“Becoming a Professional Speaker”—A free online course offered by a speaking coach for those who wanted to become professional speakers. This generated leads for long-term subscriptions to his coaching service.

In the year we started StoryBrand, our first lead generator was a simple, downloadable document (in PDF format) called “5 Things Your Website Should Include.”

put it all together by crafting a one-liner for soccer moms to see how powerful a one-liner actually is.

• The Character: Moms

• The Problem: Busy schedules

• The Plan: Short, meaningful workouts

• The Success: Health and renewed energy

• “We provide busy moms with a short, meaningful workout they can use to stay healthy and have renewed energy.”

Contrast that statement with the description most business leaders might give: “I run a gym.”

If you’re a busy soccer mom, your ears would perk up because the new one-liner identifies you, helps you overcome your problem, gives you a plan, and promises a better life. A statement like this will invite customers into a better story they can actually live.

SUCCESS

This is where you paint a picture of what life could look like after customers use your product or service. For soccer moms, success may involve a sense of health, well-being, or attractiveness. For retired couples looking for a second home in Florida, success could be as simple as warm, enjoyable winters.

3. THE PLAN

You won’t be able to spell out your entire plan in your one-liner, but you must hint at it. For workout-deprived soccer moms, the plan might be weekly, meaningful workouts. For the retired couple, the plan of a time-share can make the difference.

When a customer reads your one-liner, the plan component should cause them to think, Well, when it’s organized that way, it makes sense. Perhaps there’s hope.

I said earlier in the book, stories hinge on conflict, so we should never shy away from talking about our customers’ challenges. Defining a problem triggers the thought in your customer’s mind: Yeah, I do struggle with that. Will your brand be able to help me overcome it?

Soccer moms are challenged with busy schedules, and they can never seem to find time to work out. A retired couple looking to spend their winter in Florida cringes at the cost of buying a second home. But defining the problem is vital, because once you do you’ve opened a story loop and they’ll be looking to you to help them find a resolution.