Read more about Digital Marketing.
I’ve taken many, many copywriting and marketing classes, and was desperate for someone to layout how to make your messaging matter in a really clear, easy to understand way, and this book does it.
It’s overwhelming to get caught up in figuring out your target client or Ideal Client Avatar, figuring out your elevator pitch, and even distilling down what the heck you do for people in less than a few paragraphs. I know I struggled with this immensely at the start of my business. I remember struggling the day I left my corporate job when I got an email from my soon-to-be former boss asking me to share what I was going to do so he could send it to the team. I think I sent him paragraphs trying to explain it.
What do you do?
That’s a tall order. And it’s asking the wrong question.
As Donald Miller points out in Building A Story Brand, people don’t care about what you do… they care about what you do for them.
And worrying about what you do positions you as the hero in the story when what people pay for is a guide to get them where they want to go.
“If we don’t tell people where we’re taking them, they won’t follow. A story has to go somewhere.” – Donald Miller, Building A Story Brand
The most challenging aspect of his advice for people who sell a service, or maybe just for me, is understanding who the “villain” is in the story. Because I am a coach trained in child development and psychology, I literally look at problems from the perspective of trying to get to their very root. And honestly, the root of almost everything is something that happens in our childhood! So I did find that I had to back up a bit and look at this from a different perspective to really understand what the villain is.
For my digital marketing clients, the villain is employee mindset. I help them overcome employee mindset to get clear on who they are and what they offer and message it in a way that draws people in.
Some of my favorite advice from this book:
- Don’t be afraid to give away your how for free. Be generous with what you know and how you do things.
- You must open a story loop. By tying a customer’s problem to their survival needs, you motivate them to take action with you, who can guide them to closure.
- Your brand’s story guides your team. Not your origin story, but all of the components of a Brand Story as laid out in the book!
This is definitely one of my top recommendations for my clients. It’s crazy valuable advice! I love it! I’ve also enjoyed his podcasts and e-mails.
Let me know in the comments if you’ve read this and how valuable it was for your business!
Schedule a coffee chat with me if you’re ready to clarify your messaging. Let’s chat about it!