Quotes from Building a Story Brand

Posted on 2/1/2020, 4:55:02 AM

''What if the problem wasn’t the product? What if the problem was the way we talked about the product?''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen



''The graphic artists and designers we’re hiring to build our websites and brochures have degrees in design and know everything about   Photoshop, but how many of them have read a single book about writing good sales copy? How many of them know how to clarify your message so customers listen? And worse, these companies are glad to take your money, regardless of whether you see results or not.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen



''If we pay a lot of money to a design agency without first clarifying our message, we might as well be holding a bullhorn up to a monkey. The only thing a potential customer will hear is noise.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen


''The reality is we aren’t just in a race to get our products to market; we’re also in a race to communicate why our customers need those products in their lives. Even if we have the best product in the marketplace, we’ll lose to an inferior product if our competitor’s offer is communicated more clearly.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen



''So what’s your message? Can you say it easily? Is it simple, relevant, and repeatable? Can your entire team repeat your company’s message in such a way that it is compelling? Have new hires been given talking points they can use to describe what the company offers and why every potential customer should buy it?''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen


''The more simple and predictable the communication, the easier it is for the brain to digest. Story helps because it is a sense-making mechanism. Essentially, story formulas put everything in order so the brain doesn’t have to work to understand what’s going on.”

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen



''Among the million things the brain is good at, the overriding function of the brain is to help an individual survive and thrive. Everything the human brain does, all day, involves helping that person, and the people that person cares about, get ahead in life.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen



''Human beings are constantly scanning their environment (even advertising) for information that is going to help them meet their primitive need to survive. This means that when we ramble on and on about how we have the biggest manufacturing plant on the West Coast, our customers don’t care. Why? Because that information isn’t helping them eat, drink, find a mate, fall in love, build a tribe, experience a deeper sense of meaning, or stockpile weapons in case barbarians start coming over the hill behind our cul-de-sac.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen



''All great stories are about survival—either physical, emotional, relational, or spiritual. A story about anything else won’t work to captivate an audience. Nobody’s interested. This means that if we position our products and services as anything but an aid in helping people survive, thrive, be accepted, find love, achieve an aspirational identity, or bond with a tribe that will defend them physically and socially, good luck selling anything to anybody. These are the only things people care about. We can take that truth to the bank. Or to bankruptcy court, should we choose to ignore it as an undeniable fact.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen


''When we start our elevator pitch or keynote address, or when somebody visits our website, they’re burning calories to process the information we’re sharing. And if we don’t say something (and say something quickly) they can use to survive or thrive, they will tune us out.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen


''What we think we are saying to our customers and what our customers actually hear are two different things. And customers make buying decisions not based on what we say but on what they hear.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen



''When storytellers bombard people with too much information, the audience is forced to burn too many calories organizing the data. As a result, they daydream, walk out of the theater, or in the case of digital marketing, click to another site without placing an order. Why do so many brands create noise rather than music? It’s because they don’t realize they are creating noise. They actually think people are interested in the random information they’re doling out.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen



''When Jobs returned to the company after running Pixar, Apple became Customer-centric, compelling, and clear in their communication. The first campaign he released went from nine pages in the New York Times to just two words on billboards all over America: Think Different.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen



''People don’t buy the best products; they buy the products they can understand the fastest. Apple has inserted themselves into their customers’ story like no other technology company, and as a result, they’re not only the largest technology company, they’re in the top ten largest companies period. If we want our companies to grow, we should borrow a page from their playbook. We should clarify our message.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen



''Remember, the greatest enemy our business faces is the same enemy that good stories face: noise.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen



''Just because a tagline sounds great or a picture on a website grabs the eye, that doesn’t mean it helps us enter into our customers’ story. In every line of copy we write, we’re either serving the customer’s story or descending into confusion; we’re either making music or making noise.Nobody remembers a company that makes noise.''

― Donald Miller, Building a StoryBrand: Clarify Your Message So Customers Will Listen


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