BRX Pro Tip: Donald Miller’s New Book, Story Brand 2.0
Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, Donald Miller has a new book out, Storybrand 2.0. What do you think, man?
Lee Kantor: Well, I just got a hold of the book. It’s really a great update. I’m a big fan of the Storybrand model. I think it’s very relevant in today’s world where stories are so important. And at Business RadioX, that’s what we spend our time doing is telling stories. For those who aren’t familiar with the Donald Miller’s kind of thesis, he argues that the framework, his framework, business owners can create clearer, more compelling marketing messages, and that those messages are going to resonate with the customers, which will in turn drive more engagement. The Storybrand approach, they do a great job of just taking kind of a complex… People get in their own way when it comes to telling their own business story, and he helps kind of simplify it and makes it easier for you to have, kind of, soundbites and little snippets to communicate kind of what the core values and what the mission is of your business.
And some of the key, kind of, foundational elements of the Storybrand theses is number one, making your customer the hero, not your brand. He sees this as a mistake that a lot of businesses make. They’re talking about themselves. We’ve been around for a million years. We’ve done all this. We’ve done all that. That’s not what you should be talking about. You should be talking about solving the problem that your client or prospective client has. The client has to be the hero. You’re just there to kind of guide the customer to the outcome they desire. So, don’t talk about yourself. Talk about the pain that your prospective clients have and how you helped solve that pain. That’s relevant to them. They’re looking to get an answer and solve a problem. You’re just there to help them do that. You are not the star. They are the star. You are kind of, he likes to call it, the Yoda or the guide that’s helping kind of sherpa your client to the outcome they desire.
And then, the last thing is when you’re describing what you do, paint a clear picture of the positive outcomes that result from engaging with your brand, not you again. You’re talking about all of the great work that you do and have helped your clients get to where they want to go. That’s the stuff you have to talk about. You talk about how you help them achieve whatever it is they were trying to achieve.
And an exciting new element to their offering is they have an AI component now where they’ve taken a lot of their best practices and their learnings and put it into an AI engine, and that you now have access to, and you can kind of play around with it a limited amount. If you’re interested at Storybrand.ai, Storybrand.ai, go there, plug in some of your basic information, and then they’ll help you kind of craft some messaging, and you can kind of take it for a test drive and see if it’s the right fit for you.
