Book Review
“Every day, most business leaders make a mistake that costs them thousands if not millions of dollars: they don’t explain clearly what it is their company does.” The author suggests it is important to “Clarify Your Message So Customers Will Listen.”
The Story Brand Framework and Seven Principles:
“The customer is the hero, not your brand.
Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.
Customers aren’t looking for another hero; they’re looking for a guide.
Customers trust a guide who has a plan.
Customers do not take action unless they are challenged to take action.
Every human being is trying to avoid a tragic ending.
Never assume people understand how your brand can change their lives. Tell them.”
I would highly recommend purchasing and reading this book. A big thank you to my friend, Professor Heidi Miller, a digital marketing guru, (Grace College), for introducing this book to me for one of my clients.
Miller, D. (2017). Building a Story Brand, Harper Collins