Author: Donald Miller
|Building a Storybrand (2017) by Donald Miller sheds light on the importance of good communication and proper use of language in advertising products. It teaches you to inspire your customers instead of pushing them to purchase. This book will provide the steps you need to implement to make your business and company more successful.|
Detailed Summary of Building a Storybrand
Building a Storybrand focuses on the importance of the language we use in our advertisements. Advertisements are the key to making our business successful, but if the message of your advertisement is unclear and muddy, it will affect you negatively.
The customer will probably not even waste his time reading the advertisement in full. And there, you lost a customer because of the improper choice of language. Building a Storybrand will teach you to take your business to the next level with the use of language and through the power of storytelling.
Building a Storybrand Summary Key Points
What do you consider worth the brand or words? When we are selling our products, our consumers purchase based on our choices of words. How you beautifully and appealingly use the words to build a story to describe the product’s description and its uses. In simple words, communication is the key to becoming a best seller. Effective communication brings what our customers demand from us and what we have to offer him/her.
The following key points give deep insight into how to grow a company by making the customers happy and satisfied.
You might like to read High Performance Habits Summary.
Make Your Customer the Hero
If you own a product or offer a service, you might look at it from your perspective. There must be certain good quantities and positive features that you may want to add to the advertisement because ‘you’ think that is important.
To make your brand and product reach the next level, think of it from the perspective of the consumer. What will they think of the product and advertisement you were just about to create? Now compare it with their actual needs. While buying your product, what are the needs they want to meet?
For example, if you own a hotel chain, you’ll be inclined to add stuff like: Our new branch has 200 rooms, it is in the center of the city, etc. But your customers do not care about the number of rooms or how your hotel is in the center. They are coming there intending to be a tourist. So you should focus on providing comfort and luxury.
While advertising shows them, the facilities that make your hotel rooms look comfortable and luxurious. Just like a story focuses on a hero, your business and advertisement should focus on the potential customer, not you.
Tackle the Inner Problems
People are inclined towards buying products more when they are facing something mental issue related to them. Play with their inner demon. Tell them your product can fix how they feel about the problem.
For example, if you are trying to sell an air fryer, you might tell them it will make them more adaptive toward a healthy lifestyle. Now you’ve tickled yet solved their inner worries about eating unhealthy.
Not only will your product solve the external problem of not having enough time to cook and fry everything separately, but it will also make them feel a part of a healthy lifestyle. Your customer, a hero, is not getting his needs met, but he is also taking down a villain now.
Be the Guide
Every hero gets lost now and then, and so will your customer. Remember how Harry Potter, a powerful and skillful wizard, needs the help of McGonagall and Professor Dumbledore all along his journey? Or when Tony Stark sometimes relies on Thor in the Avengers to save the world?
In the same way, you have to guide and help your customer. Sometimes customers feel lost and indecisive while making a purchase. You can help them overcome this anxiety through empathy and authority.
Empathy will bring you closer to your customer. They will feel close to you and understand that you want to solve their problem. Authority will make you appear skillful. It will show them that you are competent and skillful enough to help them make the right decision about the purchase they are about to make.
Make it Simpler for Your Customers
After taking the above measures, your customers will stand at the edge. This is the time to give them a little nudge. You’ve laid out much of the process, and now they have to decide whether they want to buy your product or back off. The two effective methods to ensure the purchases are the process and agreement plans.
The process plan includes the steps that may enable the proper functioning of your product. Explain to them each step that makes your product work. This will eliminate any confusion the customer may have in buying your product.
For example, you want to sell a storage cupboard. Your website mentions the steps through which the customer can assemble the pieces once they receive the package. Keep the instructions simple.
By reading these instructions, the customer will feel less intimidated. He wouldn’t be worrying about how he will assemble the cupboard into its final piece. This will enable him to finalize his purchase.
The second method is called Agreement Plan. In this plan, you must agree to certain things that you want to provide. These will simplify the confusions the customer has in his mind. For example, If you sell a water dispenser, you can agree that everyone will get free filter replacement for one year. So that the customers do not have to worry about finding the filters. The customers will feel relieved, giving them the nudge they need to buy your product.
Give More Options and Offer Something for Free
While shopping might have seen the “Add to cart,” “Proceed to Checkout,” and “Add to Wish list” options. These options increase the chances of your product being sold. By adding these to your website, you are providing your customers with comfort and choice.
They don’t feel rushed or hurried, and the product is more likely to stay in their head. This will feel encouraged to make their purchase.
In addition, you can make certain products or services accessible to your free of cost. For example, many companies started giving free masks with every purchase during the covid-19 pandemic. You can include such incentives because they tend to stick with the customers. They feel appreciated, making them more likely to purchase from you again.
Building a Storybrand Quotes
“In every line of copy we write, we’re either serving the customer’s story or descending into confusion; we’re either making music or making noise.” –Donald Miller
“Brands that help customers avoid some kind of negativity in life (and let their customers know what that negativity is) engage customers for the same reason good stories captivate an audience: they define what’s at stake.” –Donald Miller
Building a Storybrand Review
The book offers some of the finest and most excellent advice you may need to level up your advertisement strategies. The strategies in the book are bound to make your advertisement appear flawless to customers. It is like taking first-hand advice from a successful business person. It is not your typical jargon-filled marketing book, so anyone outside the sales and marketing field will enjoy it too.
To Whom I Would Recommend Building a Storybrand Summary:
- To the young entrepreneurs trying to expand their new business through proper advertisement.
- The thirty-eight-year marketing manager needs to make more connections and increase sales.
- To anyone new in marketing and needs fresh ideas and insights.