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DM

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.

Video

ZS

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

@ Zack Scriven Media

06/13/21

Related Takeaways

DM

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.

DM

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.

DM

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.

ZS

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.

DM

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.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

When we communicate clearly, we must define a desire our customers have, or we will fail to open up a story gap, causing our audience to ignore us.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

As a brand, it's important to define something your customer wants, because once we define what they want, we pose a story question in their minds: can this brand really help me get what I want?

DM

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.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

The desire for meaning is a powerful motivator; we invite customers to participate in something greater than themselves, which can be a movement or a cause to champion.