Are you ready to jumpstart your product, brand, or other change initiatives, possibly with your own employees? There is an effective way to do just that! When we think about ways to effectively distribute our message to our customers, we often think of creating presentations with bullet points and going over details. However, the most effective way to reach others is through stories. This is how people have connected for thousands of years. It is how we reach each other. The process is called the StoryBrand Method, and this is going to be the story of your customer, not your story.
The StoryBrand Method is about crafting your message to your customer effectively. It is a 7-step process that builds on the basic process of storytelling. It helps to create clarity so that customers can understand exactly how you can help them.
This method starts with a hero and what they want. The hero is the customer, not your brand or initiative. The second issue is to identify the customer’s problem. This could be external or internal, such as that they are overwhelmed or would like to have more peace of mind. The third step in the process is that the customer meets a guide. That is you; and they need to understand that you have empathy, understand them, and have the competence to solve their problem. The fourth step is giving the customer a plan on how you’re going to solve their problem and what you can do for them. In step number five, the customer is called to action. The customer is called to action because in step six they need to know the risk of not using your solution and what that would look like. You are helping them avoid a tragedy. And in step seven you describe success and what it looks like for the customer. This process creates a very clear story of how you can help the customer.
When it comes to marketing your product or service or to present a new initiative to employees, it is good to create a tagline that others can associate with you. So you consider exactly what you want to be known for. These are a few keywords that will ultimately be thought of as being synonymous with you.
It is also essential that you have a very clear website so that it is not confusing for your customers so customers know very quickly how you can help them. Confused customers will leave. You want to move your customer from curiosity to enlightenment to commitment. Sometimes websites can have too much copy. Keep it clear and concise so customers can easily know how they can benefit from your help. You also want to have a very clear call-to-action on your website so that customers know what you want them to do next.
So, don’t confuse your customers! This whole process focuses on clarity...both for you and your customer. Enlighten them clearly with what you can do for them so that they are willing to make a commitment to work with you. This is their story...help them write a profitable one!
