‘Directives’ From Donald Miller’s Building A Story Brand
If you haven’t guessed, the DTC team loooves to read. One of our recent favourites is Donald Miller’s Building a Story Brand.
We decided to take his Story Brand Framework and turn it into key ‘directives’ (aka content that becomes action).
Copy and paste this into a document and get your team collaborating on these questions to weave narrative into your brand (+ get your organization aligned):
1. What does the person we seek to serve -- the hero -- want? Remember to think based on survival and thrival (e.g. conserve time, financial resources, build social networks, meaning, desire to be generous, gain status).
2. What is our customer’s -- the hero’s -- problem?
- Villain // Every story has one: the root cause of the problem→
- External problem // The 'obvious' problem →
- Internal // How does the villain make our customer feel →
- Philosophical // Why is this just plain wrong? →
3. The hero meets a guide -- us! There are two ways we can position ourselves as the guide:
- Empathy → What brief statement can we make that expresses empathy and understanding?
- Like you, we are...
- We understand how it feels to…
- Nobody should have to experience…
- Like you, we are frustrated that...
- We care about you because...
- Authority → How can we demonstrate competency in solving our customer’s problem?
- Testimonials
- Customer stories
- Stats
- Awards
- Logos (B2B)
4. We give them a plan → The plan creates clarity.
- Process Plan // Are there 3-4 simple steps our customers can take that would lead to a sale or explain how they would use our product after the sale?
- Example: 1. Schedule appointment 2. We create a customized plan 3. We send a tailored product
- Agreement Plan // List the agreement we can make with our customers that would alleviate their fears of doing business with us // This plan tends to work in the background
- Example:
- Give ‘The Plan’ a name (e.g. The Barista Blueprint) →
5. We call them powerfully to action →
- Direct CTA
- Order now
- Call today
- Schedule an appointment
- Register today
- Buy now
- Indirect / Transitional CTA (e.g. samples, free information, free trials)? Great for brand equity and warming up the relationship.
- Get Free Sample
- Download Free Coffee Guide: Start Your $1 Trial
6. That ends in success // What’s the positive changes our customer will experience from having purchased our product? →
7. And helps them avoid failure // What’re the negative consequences of not buying our product? →
8. Character transformation // From --------> To
- How were they feeling before they encountered our brand?
- Who will they become after they’ve joined our brand?
- Aspirational identity → Who do they want to become? Example: From anxiety-ridden, confused, and lost // To: Competent, in charge, relaxed → Free.
Was this ‘directive’ helpful? Hit ‘Reply’ to let us know! And be sure to check out the book here.
