Want More Sales? Start Telling the Right Story

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In today’s email (1,072 Words | 4 Min 23 Sec read):

Today’s Read

Overview

Building a StoryBrand by Donald Miller teaches businesses how to clarify their messaging using the power of storytelling.

Miller’s central message is simple: Your business is not the hero—your customer is.

Businesses often make the mistake of talking too much about themselves.

They focus on their own achievements, qualifications, or products. Miller argues that this approach makes customers tune out. Why?

Because customers care more about their own problems, not the business's story. Get the book here.

The Hero's Journey: It’s All About the Customer

Imagine every customer as a hero on a journey. They want something—whether it's better health, more time, or a solution to a problem. But like any hero, they face obstacles. It’s your job as a business to be their guide.

Think about it: in Star Wars, Luke Skywalker is the hero, and Yoda is the guide. Yoda helps Luke by providing wisdom and tools to face the challenge ahead. In your customer’s story, you’re Yoda, not Luke.

"People don’t care about your story, they care about their own."

A 7-Step Guide

Miller lays out the StoryBrand Framework, a clear, seven-step process to communicate your value:

1. A Character (The Customer)
   Your customer wants something. It’s important to clearly define what that is. Don’t be vague. Do they want to lose weight? Save time? Grow their business? Define it simply.

2. Has a Problem
   Every hero has a problem. Here, the problem is what’s stopping your customer from getting what they want. Miller breaks it down into three layers:

   • External: The practical issue (e.g., a bad website design).

   • Internal: The emotional frustration (e.g., feeling overwhelmed by technology).

   • Philosophical: The bigger 'why' (e.g., everyone deserves a user-friendly experience).

3. Meets a Guide (You, the Business)
   Your role is to guide them to success. But to do that, you need to show two things:

   • Empathy: You understand their struggle.

   • Authority: You have the expertise to help them.

4. Who Gives Them a Plan
   Give them a clear, easy-to-follow plan. A lot of businesses fail here by over-complicating things. Keep it simple—think of it like a three-step process. For example:

   1. Schedule a consultation.

   2. We’ll create a custom plan.

   3. You’ll grow your business.

5. And Calls Them to Action
   You need to prompt customers to act. If they don’t act, they won’t solve their problem. Be bold. Ask for the sale or invite them to a free trial. Make it clear what they should do next.

6. That Helps Them Avoid Failure
   Show the consequences of inaction. What happens if they don’t solve their problem? Don’t be too negative, but be real. Will they lose time? Money? Customers?

7. And Ends in Success
   Paint a picture of what success looks like. Show how their life will improve if they take action. Will they save time? Feel more confident? Make more money?

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The Importance of Clarity

Miller stresses the need for clarity. When businesses confuse customers with too much information or jargon, people lose interest.

Think about your website or marketing material. Could a caveman understand what you offer in a few seconds? This is Miller’s Grunt Test:

• What do you offer?

• How does it make the customer’s life better?

• What do they need to do to buy it?

If your message isn’t that clear, simplify it.

Empathy and Authority

You need to balance empathy and authority to connect with your audience. Too much authority without empathy can make your brand seem cold or arrogant. Too much empathy without showing expertise makes you look weak.

For example, a fitness coach might say:

• Empathy: "I know how frustrating it is to try every workout plan and still feel stuck."

• Authority: "I’ve helped hundreds of people like you get fit with my proven method."

Both are important. Empathy builds connection, and authority builds trust.

How a Car Company Shifted Its Message

Miller gives an example of a luxury car company. Instead of focusing on technical features (which customers didn’t care much about), they shifted their message to the feeling of driving the car—status, confidence, and pride. The new message resonated emotionally, and sales increased.

Ask yourself: What’s the emotional need your product or service addresses? Speak to that, not just the features.

Breaking It Down

Let’s break it down in simpler terms. Imagine you're teaching this to someone new:

• Your customer is the hero. They want something.

• They face obstacles. External and internal.

• You’re the guide. Offer a simple, actionable plan.

• Call them to action. Without it, they might never take the next step.

• Remind them of the stakes. What happens if they don’t solve the problem?

• Show them success. What will their life look like after they work with you?

Miller's framework is about clarity and connection. Customers want to be heroes, and your job is to guide them on their journey.

Key Takeaways

• Clarity over complexity: If your messaging isn’t clear, customers will lose interest.

• Make your customer the hero: Shift the focus from your brand to your customer’s story.

• Guide, don’t brag: Be Yoda, not Luke Skywalker.

• Create simple plans: Avoid overwhelming your customers with too much information.

If you apply the StoryBrand Framework, your business message will become more compelling, easier to understand, and, ultimately, more effective.

In short, remember this: Your business exists to solve your customer’s problem, not to showcase how great you are.

Happy reading and remember to TAKE ACTION! There’s more to learn in the next one! Same day, same time! See ya.

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