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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Defining the stakes in a customer’s story is essential; if customers don't see the consequences of not choosing your business, the story becomes uninteresting.

Video

Building a Story Brand by Donald Miller Audiobook (read in one sitting)

@ Zack Scriven Media

06/13/21

Related Takeaways

Donald Miller

06/13/21

@ Zack Scriven Media

If we fail to define something our customer wants, we fail to open a story gap, and without that, they have no motivation to engage with us.

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Every human being is trying to avoid a tragic ending. Brands must show customers the cost of not doing business with them, highlighting what's at stake in their story.

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The success of a brand's story hinges on clearly defining the resolution to customers' problems, ensuring they understand the benefits of engaging with the brand.

Donald Miller

06/13/21

@ Zack Scriven Media

The customer is the hero of the story, not your brand. A story doesn't pick up until the hero faces a challenge that needs to be overcome.

Donald Miller

06/13/21

@ Zack Scriven Media

Define a desire for your customer, and the story you're inviting them into will have a powerful hook.

Donald Miller

06/13/21

@ Zack Scriven Media

Defining something our customer wants and featuring it in our marketing materials will open a story gap, but we must pare down the customer's ambition to a single focus.

Donald Miller

06/13/21

@ Zack Scriven Media

Defining exactly what your customer wants brings clarity and camaraderie to your staff, as each member understands their role in the story they are inviting customers to engage in.

Donald Miller

06/13/21

@ Zack Scriven Media

When we define something our customer wants and communicate it simply, we invite them into a story that has definition and direction.

Donald Miller

06/13/21

@ Zack Scriven Media

Identifying a potential desire for your customer opens what is sometimes called a story gap, which compels them to engage with your brand.