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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Brands can offer a sense of completeness by addressing customers' needs for external help, reducing anxiety and providing satisfaction through their products.

Video

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

@ Zack Scriven Media

06/13/21

Related Takeaways

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Customers are attracted to brands that address their internal problems, not just external ones. By discussing the problems customers face, brands can deepen their interest in what they offer.

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The ultimate goal of a brand is to help customers achieve self-realization and acceptance, offering inspiration and fulfillment through their products. Helping people accept themselves as they are is not only thoughtful but also effective marketing.

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

To effectively engage customers, brands must position their products as solutions to both external and internal problems, enhancing the perceived value of those products.

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Brands must clearly articulate how they can help customers avoid negative outcomes, creating a sense of urgency and relevance in their messaging.

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Empathy and authority are essential for a brand to position itself as a guide; customers trust those who understand their dilemmas and demonstrate competence in helping them.

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Brands should illustrate how their products can lead to a better life for customers, emphasizing the positive changes that will occur after purchase.

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?

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.

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

People's internal desire to resolve frustrations is a greater motivator than the desire to solve external problems, which is a critical mistake brands make by assuming customers only want to address external issues.