How to Use Story to Outrun Your Competitors & Win More Customers

August 18, 2020 | Weekly Marketing Tip

What do Harry Potter and The Lord of the Rings have to do with your marketing? A lot! Watch this marketing tip to discover how story can help you get ahead of your competitors and grow your business.

Full transcript below.

Full transcript:

You know, I love a great story. As a kid, my grandmother would tell me bedtime stories and I always looked forward to those. And now, even as an adult, I love good stories, good movies like “Harry Potter” and “Lord of the Rings.” Hi, I’m Steve Phipps and this is the daily marketing tip from Wayfind Marketing. And the reason I bring up story is because, as humans, we are wired to connect with story. We love great stories and the folks out in Hollywood and authors who sell lots of books they know that there is a structure to story.

Now, here’s why this matters for you, you can use this structure of story to create marketing messages that are clear, that are compelling and that invite your customer into the story. And so, I’m going to show you, or tell you rather, just very quickly the seven-part story framework that we use. This is called StoryBrand and it’s very simple.

So, you start off with, every story has a character, there’s a hero and that hero has something that they want, but they always run into a problem and as they’re facing this problem, at some point, they meet a guide and the guide is the one who has a plan, the guide is the one who helps the hero overcome the problems. Well, the guide has a plan and as the guide works through the plan, the guide calls the hero to act and in doing so, as the hero responds, he or she experiences success and avoids failure. And that’s the seven-part framework. So, here’s the tip for the day, think about how you can use story for your business, for your messaging, for your marketing and go grab a copy of the book “Building a StoryBrand” by Donald Miller. You can find it on Amazon, you can find it on Audible. It’s a fantastic book. It will change the way you think about how you communicate and honestly, it is one of those things that if you embrace it, if you use it, it can change, it can revolutionize the way that you market, the way that you communicate, so you can start growing, and even where we are right now, it can be a tremendous tool to help you move forward and sustain your business.

So, if you found this helpful, please share, and if you have questions, please, add a comment below. Feel free to message me if you have questions about StoryBrand, if you would like to learn more, I’d love to talk to you about it. And before you go to bed tonight, make sure you take some time to enjoy a great story.

* At the time of this recording, Steve was a certified StoryBrand guide. As of February 2024, he is no longer a certified StoryBrand guide. 


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