MM#320--Crafting Memorable Brand Stories: Positioning Customers as Heroes

Transcript

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Welcome to the Theory to Action podcast, where we examine the timeless treasures of wisdom from the great books in less time, to help you take action immediately and ultimately to create and lead a flourishing life.

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Now here's your host, david Kaiser.

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Hello, I am David and welcome back to another Mojo Minute.

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As is our custom, let's jump right into our first pull quote.

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Technically speaking, music and noise are similar.

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Both are created by traveling sound waves that rattle our eardrums.

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Music, however, is noise that has been submitted to certain roles that allow the brain to engage on a different level.

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If I played you a recording of a dump truck backing up birds chirping and children laughing, you'd not remember those sounds the next day.

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But if I played you a Beatles song, you'll likely be humming it for the next week.

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And after finishing that paragraph and reading it that favorite Beatles song did you start, recall your favorite Beatles tune and start humming it like I did?

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If so, high fives for both you and me.

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Now that quote comes to us from Donald Miller's great book Building a Story Brand, and I love this book because it helps us and all businesses to clarify our messages to our customers.

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Our messages to our customers and, let's face it, most businesses, either small or large, often tell confusing messages.

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So this book is quite important, and this was the first book I had ever read by Donald Miller, so I wanted to give it a spotlight, and we've talked about this book in the past so I went to spotlight it again because it's now part of our Academy Review Library.

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Just over this past weekend we released the Academy Review for this book, so members be sure to check that out.

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But some important aspects that we touch on in that review and I wanted to highlight highlight here are these the customer is the hero.

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How many times have we as customers listened to a sales conversation or a sales spiel but at the end of it something was off?

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And usually if something was off it's because the company made themselves the hero and not you.

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You are the customer, you are the hero.

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Donald makes this quite clear in the book.

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Your brand should position the customer as the hero of the story, not the brand itself.

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This perspective helps customers see themselves in their own narrative.

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Helps customers see themselves in their own narrative.

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Now, another nugget of wisdom that we learn in the book, which we dive deeply into in the Academy Review, and we will touch it on here in that opening quote is to clarify your message.

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Never assume people understand your brand can change their lives.

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Clearly articulate the benefits and the value proposition of your brand.

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Now Donald makes this compelling argument in the book that there's tons of confusion out there for our customers.

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You know, from our websites to the messages we tell them daily, to our final calls to action, there's a lot of confusion around the message that we're telling most of our customers, in fact.

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Let's go back to the book.

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Would the movie Born Identity have been a successful movie if the screenplay were to go like this movie?

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If the screenplay were to go like this A spy named Jason Bourne searching for his true identity, but also included scenes of Bourne trying to lose weight and then marry a girl, and then pass the bar exam and then win on the TV show Jeopardy and then adopt a cat.

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Okay, there's a lot of confusion there.

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Good point the spy jason bourne is supposed to diffuse the bomb and maybe rescue the girl in the process.

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Right, that's the way the story is supposed to go.

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Simple, yet transformative.

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That's the traditional story arc.

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But yes, if the movie were to have the spy searching out for his true identity and then not diffusing the bomb but marrying a girl okay, I can kind of see it and then losing weight, huh what?

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And then passing the bar exam and then finally, at the end, adopting a cat, that would be super confusing.

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So then the question, because, if we are the business owner, do our customers feel like they're in that movie?

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Are they in that type of business movie?

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Most likely our customers would.

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They would daydream If we were to tell them that story.

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They would get bored and then they would walk out of the movie.

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We're in almost all of our customers' cases.

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They just simply move on from that sales conversation or that website and they would move on to another without taking any action on our website or in our sales conversation conversation.

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The real beauty of this book is that it helps us to create a structure and a narrative, a story for you, as the business owner, to begin to advance and tell your story to your customers, and customers even relish this.

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That's why we're giving this behind the scenes segment.

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Donald does this with his unique seven universal story points that all human beings react to and the real reasons that they make purchases.

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Most significantly, this book, coming out in 2017, has helped businesses to begin to craft their story, as Donald mentions throughout the book that we're creating story, or we're creating music instead of noise, and that's going to take some work, but hard work is always the pathway, isn't it?

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And again, donald provides us with that unique 7B story point framework as the guide to help us conquer our problem in crafting our direct, straightforward message.

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So please check out that Academy review in the members section and get Donald Miller's great book Building your Story Brand.

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So, in today's Mojo Minute, with a clarified message, you and even I will be able to share our stories with the world and instead of sounding it like a four-year-old banging away on the drums or that dump truck backing up from above that we talked about earlier, instead our message will sound like Mozart's symphony number 41.

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Now, if it could be a good message but not conveying the right message.

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Therefore, your story would sound like Mozart's Requiem Mass probably Albeit his greatest musical piece, I understand that, but perhaps the greatest musical work ever composed.

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But in the end, after all, it's a funeral mass.

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Who wants to be at a funeral mass?

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And your business shouldn't be dying, it should be living.

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So let us learn with Donald's excellent book how to Create a Great and Disciplined Message, and here's to creating your story brand and to creating your symphony.

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To the world and to creating your symphony to the world PS.

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For those unfamiliar with Mozart's Symphony no 41, I will post a link in the show notes for a good summary and the finale from Movement no 4.

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Please enjoy.

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Thank you for joining us.

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We hope you enjoyed this Theory to Action podcast.

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Be sure to check out our show page at teammojoacademycom, where we have everything we discussed in this podcast, as well as other great resources.

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Until next time, keep getting your mojo on, thank you.

MM#320--Crafting Memorable Brand Stories: Positioning Customers as Heroes

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