Building a Storybrand Summary – May 2022

Author: Donald Miller

Short Summary
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 make a purchase. This book will provide you with the steps you need to implement to make your business and company more successful.
building a storybrand summary
Source: amazon.com

Detailed Summary

Building a Storybrand puts focus 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 most probably not even waste his time reading the advertisement full. And there, just because of the improper choice of language you lost a customer. 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

Make Your Customer the Hero

If you own a product or offer a service you might be looking at it from your perspective. There must be certain good quantities and positive features that you may want to add in 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 of the advertisement you were just about to create. Now compare it with their actual needs. While buying your product what are the needs that they want to be met. 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 business 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 that your product can fix how they are feeling about the problem. For example, if you are trying to sell an air fryer you might tell them that it will make them more adaptive toward a healthy lifestyle. Now you’ve tickled yet solved their inner worries about eating unhealthy. Not only your product will 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, who is 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 will 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 in making the right decision about the purchase they are about to make.

Make it Simpler for Your Customers

After you have taken the above measures, your customers will be standing 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 that can ensure the purchase be the process plan or the

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 get rid of any confusion that 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 are selling a water dispenser you can make the agreement 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 and this will give 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 to that, 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 and this makes 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 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 raise the number of sales.
  • To anyone who is new in marketing and needs some fresh ideas and insights.

Link: https://amzn.to/3oHn0Wm