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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Every day, business owners make mistakes that cost them thousands or even millions of dollars if they do not clearly explain what their company does.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The 'Building a Story Brand' book teaches that we are not the heroes of our story; our customers are the heroes.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

This book articulates how to build a brand that focuses on simplicity over being catchy, ensuring customer success.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

To get the most out of this book, I encourage you to read it, filter your message through the SB7 framework, and clarify your message so more customers will listen.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Marketing has changed; businesses that invite their customers into a heroic story grow, while those that don't are forgotten.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The SB7 framework helps businesses clarify their message, which is crucial for survival and thriving in the marketplace.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Story is the most powerful tool we can use to organize information so people don't have to burn many calories to understand it.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

When we define the elements of a story as it relates to our brand, we create a map customers can follow to engage with our products and services.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The essence of branding is to create a simple, relevant message that we can repeat over and over to brand ourselves into the public consciousness.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Steve Jobs transformed Apple by filtering their communication through the lens of story, making it customer-centric and clear.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The story of Apple isn't about Apple; it's about the customer being the hero in the story, with Apple playing a supporting role. People don't buy the best products; they buy the products they can understand the fastest. Apple has inserted itself into the customer's story like no other technology company, making it the largest technology company and one of the top ten largest companies overall.

ZS

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

To grow our companies, we should clarify our message. Understanding how story integrates with our brand message will help us create communication pieces that engage more customers and grow our business.

ZS

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

There are seven basic plot points that form the structure of nearly every story. A character wants something, encounters a problem, and at the peak of despair, a guide steps in to give them a plan and calls them to action, leading to success.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The seven basic plot points are like chords of music; they can create an infinite variety of narrative expressions. Deviating too far from these chords risks descending into noise.

ZS

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Recognizing the framework of stories helps identify where your brand's story may confuse customers by not adhering to the formula. The secret weapon for business growth is positioning the customer as the hero and the brand as the guide.

ZS

Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

In every story, the hero encounters a problem and meets a guide who gives them a plan and calls them to action, which helps them avoid failure and ends in success.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

In 'The Hunger Games', Katniss Everdeen must compete in a deadly tournament, facing overwhelming odds. Haymitch, her mentor, helps her devise a plan to win over the public, gaining sponsors and resources for survival.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

In 'Star Wars: A New Hope', Luke Skywalker faces the tragedy of losing his family and embarks on a journey to become a Jedi, guided by Obi-Wan Kenobi, who provides him with the plan to defeat the Empire.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The story brand framework emphasizes that the customer is the hero, not the brand. Positioning the customer as the hero and the brand as the guide builds trust and helps them overcome challenges.

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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.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Customers do not take action unless they are called to do so. Clear calls to action are essential for engaging customers and guiding them towards making a purchase.

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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.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The StoryBrand framework helps clarify messaging by identifying what the customer wants, the problems they face, and how the brand can guide them to success. This clarity leads to effective marketing and messaging.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

Every human being is already speaking the language of story, so when you begin using the SB7 framework, you'll finally start speaking their language.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

The stakes are high, and you might be tempted to skip thinking deliberately about each of the seven parts of the framework, but it's crucial to analyze each element carefully.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

Thousands of companies shut their doors every year, not because they lack a great product, but because potential customers can't figure out how that product will improve their lives.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

If we don't closely analyze each element of our customers' story, they'll sense we don't care and move on to competing brands that took the time to do the work.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

It's not too late to commit to executing this process; if your competitor doesn't, you'll win.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

In the next seven chapters, I'll show you how to create a clear and compelling message that will organize your thoughts, simplify your marketing, and grow your company.

DM

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.

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

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 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

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

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

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.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

A critical mistake many organizations make is defining what their customers want without narrowing it down to a single focus, which leads to confusion.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

The reality of a diverse brand can be frustrating if your products and services fulfill too many desires, diluting the hero's desire with too many ambitions.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

As you create a brand script, focus on one simple desire, and then identify more things your customers want in the subplots of your overall brand.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

The most important challenge for business leaders is to define something relevant that their customers want to become known for and deliver on that promise.

DM

Donald Miller

06/13/21

@ Zack Scriven Media

Once a brand defines what their customers want, they often make the mistake of not relating it to the customer's sense of survival, leading to vague desires that confuse potential customers.

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.

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

Imagine your customer is a hitchhiker; if you don't define where you want to take them, they won't engage with your brand.

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.

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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.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Apple's success came from understanding that people felt intimidated by technology and wanted a simpler interface, leading them to market not just computers, but a resolution to the problem of intimidation.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

CarMax's strategy focuses on alleviating the internal problem customers face when buying used cars, such as feeling pressured by salespeople, by ensuring a transparent and trustworthy buying experience.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Starbucks transformed the coffee experience by providing a comfortable environment that fosters a sense of belonging, making customers feel good about themselves when they visit.

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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.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The story of a brand should focus on the customer as the hero, with the brand acting as the guide, to create a meaningful narrative that resonates with the audience.

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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.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Using testimonials effectively can enhance a brand's authority without positioning the brand as the hero; three concise testimonials are often sufficient to build trust with potential customers.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

When customers meet your brand, they wonder if they can trust you and if you can help them improve their lives.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

To make a great first impression, express empathy and demonstrate authority, positioning your brand as the guide customers need.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Even if customers like and trust you, it doesn't guarantee they will make a purchase; there's a significant gap between affection and commitment.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Position yourself as a guide in your customer's life by expressing empathy and demonstrating authority to build trust.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

A story brand principle is that customers trust a guide who has a plan; this helps them overcome their challenges.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

A process plan outlines the steps customers need to take to buy or use your product, reducing confusion and guiding them forward.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

An agreement plan alleviates fears by listing agreements that help customers feel secure about doing business with you.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Creating a clear call to action is essential; customers need to know exactly what you want them to do to engage with your brand.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Transitional calls to action can be less risky and offer customers something for free, serving as an on-ramp to an eventual purchase.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Direct calls to action should be clear and prominent on your website, guiding customers on what to do next to make a purchase.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Transitional calls to action, like offering free information or samples, can help deepen customer relationships and lead to eventual purchases.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The clinic primarily attracted customers needing drug tests, but it struggled with stagnant growth as many were unaware of additional services offered.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

A story brand consultant advised the clinic owner to replace magazines and television in the waiting area with a health body checklist, encouraging patients to assess their health.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

After patients completed their tests, nurses reviewed the health checklist with them, informing them about other available solutions at the clinic.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Having clear and repeated calls to action is crucial; if customers are confused about what to do, they are less likely to engage with your business.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

People are drawn to clarity and away from confusion; clear calls to action ensure customers understand how to do business with you.

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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.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

To deepen customer experience, it's important to clarify what’s at stake and brainstorm potential calls to action in your brand script.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Every human seeks to avoid a tragic ending; a story's success hinges on whether the hero will succeed or fail, keeping the audience in suspense.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Brands that fail to warn customers about potential negative outcomes miss the opportunity to engage them effectively.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The Allstate 'Mayhem' campaign humorously illustrates the importance of insurance by showcasing various chaotic scenarios that could happen without it.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The 'Mayhem Sale' campaign generated significant online traffic and engagement, demonstrating the effectiveness of highlighting potential risks to drive customer action.

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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.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

To effectively market, brands should communicate the negative consequences customers might face if they do not engage with their products or services.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Emphasizing potential loss in marketing is more effective than focusing solely on gains; people are more motivated to avoid losses than to achieve gains.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Successful brands clearly define what life looks like for customers after engaging with their products, creating a compelling vision that motivates action.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

In storytelling, the resolution should clearly define the audience's hopes, ensuring they understand what to expect from engaging with the brand.

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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.

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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.

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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.

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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.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

American Eagle's campaign tackled body image issues by using real people as models and refusing to retouch images, promoting universal self-acceptance.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Brands that invite customers to participate in a larger movement create a more impactful connection beyond just selling products.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

TOMS Shoes built its brand by selling shoes while giving a pair to someone in need, creating a sense of involvement in a larger movement.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

FUBU, which stands for 'For Us By Us', offers more than just fashion; it provides a sense of unity and entrepreneurial spirit for the African-American community.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The success module in the SP7 framework focuses on closing story loops, as people seek resolutions to their problems through various means.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

If our products can help people achieve self-realization and transcendence, we should make this a core aspect of our brand promise.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Including happy images on your website can effectively close a story loop, as people want to feel happy and those images promise satisfaction from your product.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

When selling products, it's essential to show how they can make someone's life better, guiding customers on where you want to take them.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Customers want your brand to participate in their transformation, which is a key aspect of the brand script.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The greatest motivation for customers is the desire to transform into better versions of themselves, which brands can help facilitate.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Brands that engage in their customers' identity transformation create passionate brand evangelists.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The hero's journey in storytelling involves transformation, where the hero overcomes challenges and emerges as a better version of themselves.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Dave Ramsey's approach to financial advice is narrative-based, helping customers see their journey as a story they can step into.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Great brands focus on the transformation of their customers, which is essential for creating a meaningful connection.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Aspirational identity is crucial in branding, as it defines who customers want to become through their relationship with your products.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Your website should clearly communicate what you offer, ensuring customers understand the value right away.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

An effective website must pass the 'grunt test', confirming that visitors quickly understand why they need your products or services.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

The first impression of your website is critical; it should be simple, enticing, and customer-centric to engage potential buyers.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Your website should include a clear offer above the fold, capturing visitors' attention immediately.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

It's essential to state exactly what your business does on your website, avoiding unnecessary details that could confuse potential customers.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Calls to action on your website should be obvious and enticing, guiding customers towards making a purchase.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

If you're not asking people to place an order, they won't do it.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Images of smiling, happy people who have had a positive experience should be featured on your website to communicate a sense of well-being and satisfaction with your brand.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

To effectively communicate what your business does, find an overall umbrella message that unifies your various revenue streams, even if they seem diverse.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

When customers scroll down your website, it's okay to use more words, but keep it concise; effective websites often use ten sentences or less on the entire page.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

A strong story brand narrative can transform employee engagement and has significant implications for company culture, as unclear messaging confuses both customers and employees.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Companies that align their activities around a common story don't just state their mission; they live it, creating a culture that inspires both employees and customers.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

A true mission isn't just a statement; it's a way of living and being, reinforced through every department strategy and customer experience.

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Zack Scriven Media Cast

06/13/21

@ Zack Scriven Media

Building your company around a compelling story may be the first step in a turnaround, enhancing engagement for customers, team members, and the organization itself.

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

Takeaways