“What’s in it for me?”
This not-so-simple question has guided many successful marketing messages. Through marketing efforts, we always want to be sharing a solution story to our customers’ problems. All too often, company websites and other branded materials simply share information or list services. In order to attract and convert your ideal customers, messages must have a clear and compelling story that serves to sell. Through our marketing efforts, we aim to tell a story. Whatever service or product you provide, you are striving to be the hero to your customer – with an offering that solves their problems, and is something they can’t live without.
Donald Miller’s 2017 book, Building A StoryBrand, offers a 7 part framework for how to craft a clear business message. Wildly popular with marketers, this messaging tool is designed to improve your marketing efforts by simplifying your pitch or story, and ensuring your company is using the right vocabulary to attract your ideal customers by communicating your immediate value.
In his book, and through this Brandscript exercise, Miller attempts to guide us to a clarified brand message that’s developed from your customer’s point of view. The end result is a message that’s easy to understand and remember, so your customers pay attention. Miller emphasizes that the customer is the hero of this story, not your brand or product. He shares, “In a story, audiences must always know who the hero is, what the hero wants, who the hero has to defeat to get what they want, what tragic thing will happen if the hero doesn’t win, and what wonderful thing will happen if they do.”
He continues, “Nearly every story you see or hear involves the following: A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN, and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.” In any story, from film to fairytale, this should be a familiar formula. The Brandscript below is the path of your customer-centered story.
All businesses can benefit from this useful tool, whether you want to test your current branding or refresh with something new. It’s important to consider that many businesses are so close to their products that they struggle to organize and share language that speaks to their customers. All too often, branded message and websites simply share information or list services, rather than telling a story that sells. By taking a step back, you can clarify your message and convince your characters that you are the solution to their problem.
If you’re still struggling with your branded messages and how it is used across marketing efforts, content experts from ITAC are ready to guide you to an improved message. Contact us to learn more!
