At the start of 2018, I started my business with a website and the drive to be my own boss. Since that time, I’ve gone from growing my own business to coaching and consulting other business owners as they navigate the ins and outs of marketing their brands.
One of the tools that I use regularly has the ability to transform the way you communicate with your customers, and it’s the book “Building a StoryBrand” by Donald Miller. By applying these principles to my own brand, as well as the client websites that we design, I make it easier for clients to understand what’s in it for them!
1. The Character—Your customer is the hero, so let your brand become the trusted guide or resource. A lot of websites make the company the hero and not the customer. But if you want to resonate with your potential clients, set yourself up as a problem solver! Let’s say you are an at-home baker. You bake birthday cakes for children and deliver them to the location. On your website and social media your tagline is “Fabulous Birthday Cakes.” You’ve done a good job telling your audience you make birthday cakes, but you have not asserted how this benefits the customer. So we have to address the problem you solve for your customer.
2. The Problem—We all have them. But what can you do to solve problems for your customers? Directly tell potential clients what you can do to improve their lives. We are motivated to solve problems that affect us on a personal level, so by speaking to those problems your customers will have an interest in your services. In a nutshell, identify the pain-point and make it clear what problem you solve. For your birthday cake business, you solve a big problem. You save your customers time by delivering the cakes to the birthday location. Most of your customers are busy parents who don’t have time to pick up a cake from a bakery or they simply don’t want to. They’d rather spend that time enjoying their kid and the birthday party. Here is a tagline that tells your audience what you do and what problems you solve. “Don’t lose a second with your kid on their birthday!” or “Let us deliver the cake!” For a secondary tagline “We deliver birthday cakes to your child’s birthday party, so you don’t lose time on their special day.”
3. The Plan—Next you need to give your customers a clear path to make their decision to work with you as easy as possible. Consider what are the next steps from the customer’s point of view. The most efficient way is to have an online booking and payment option on your website so that busy mom can pick out the cake, pay for it, and schedule the delivery location, date and time with you. Make her life easier!
4. Call to Action—Give your customers a first step that will help them solve the problem they are facing. Use active language and make them an offer they can’t refuse! This might be a “Book Now” button on your website so that busy mom can easily book your services.
5. Success—One of the biggest takeaways from the book is to “Never assume that people understand how your brand can change their lives. Tell them.” You have to tell them and make it easy.
I hope you found this helpful! If you would like more information about the StoryBrand Script or how you can connect on a deeper level with potential clients, head over to our YouTube Channel where I post a variety of content to help you optimize your business operations.
Pick up your own copy of Donald Miller’s book here: https://buildingastorybrand.com/