How to turn your customer into the hero and win them over
Storytelling in business is one of the most powerful communication tools in your marketing toolbox, but most people have no idea how or where to start.
- The big mistake that businesses make is that what they think is relevant to their customer doesn’t actually relate to their customer.
- A powerful story comes from defining what your customers want and connecting it with their desired outcome.
In his best-selling book, Building a StoryBrand, Donald Miller explains his 7-part Storybrand framework. He describes the 7 elements of the story as: 1. A Character 2. Has a Problem 3. And meets a Guide 4. Who gives them a Plan 5. And calls them to Action 6. That helps them avoid Failure 7. And ends in a Success
Use this framework to help your brand create a clear transformation for your customers to become the hero in the story.
1. A Character: This character is your customer who will eventually become the hero. You can base them on your customer avatar. At the start of your story, they are stuck in the status quo, ignoring the problem.
You want to identify the trigger point that makes them search for a solution to their problem. It is this search that will drive the plot forward. When you define clearly what your customer wants, you then want to invite them into a very specific story and show them you understand what motivates them.
Miller defines 7 core desires that can drive your hero: 1. Save time 2. Gain status 3. Save money 4. Make money 5. Gain meaning 6. Build social networks 7. Being generous.
Ask: What motivates your customer? What is the trigger point? And what led to that trigger?
2. Has a Problem:
The hero’s story begins when their stability disappears, what happens after the trigger point and they face an adversity — a common villain that’s stopping your hero from achieving their goal.
What problems do your customers face?
- External Problems: These are the surface issues often seen as the symptoms of the root problem. Think of what they are Googling when they are looking for help. ie: Low website traffic, low sales.
- Internal Problem: When they haven’t found a solution what feeling do they experience? In most B2B situations, this can be expressed as being overwhelmed, frustrated, unsure, or confused.
3. And Meets a Guide
This is the big paradigm shift in the story. Your Customers aren’t looking for a hero — they’re looking for a guide. This is where you come in. YOU are the guide to help them overcome the problem. How do you do that? 1. Empathy 2. Authority
Use Empathy and express an understanding of your customer’s internal challenge, pain and frustration. Then showcase your social proof to build authority and credibility.
4. Who Gives Them a Plan
If you ask for the sale now, you will most likely scare your customer away. They are still unsure and have unanswered questions filled with objections.
How do you overcome this? You need to give your customers a plan. Something simple, just two or three steps that explain how easy it is to work with you and how you 1. Alleviate Confusion 2. Alleviate Fear
Make it easy for them to say yes and want to do business with you.
5. And Calls Them To Action
Finally, the time has come to ask for the sale. Customers do not take action unless they are called to action.
As the guide, you can do this through either a: 1. Direct Call to Action (the Buy Now button) should be clear and give them a reason why. 2. Transitional Call to Action this could be a lead magnet, free trial, discovery call.
6. That Helps Them Avoid Failure
This is a classic piece of storytelling. Heroes are compelled into action because something is at stake. Your customers want to avoid a tragic ending,
Tell your hero what will happen if they DON’T take action. What are the negative consequences of not solving the problem?
7. A Vision for the future that Ends In A Success
Successful brands make their benefits and outcomes clear. Paint a picture of your customer’s happily ever after. Use emotive words and images, show them how your services will positively affect their lives.
You may have noticed that there are 3 underlying questions throughout this framework: 1. What does the hero want? 2. Who or what is opposing the hero from getting what they want? 3. What will the hero’s life look like if they do (What’s the transformation they are hoping for?) or do not get what they want? (What opportunities are they missing if they don’t solve this problem?)
The Chatbooks advert is one of my favourite examples of the heros journey. Take a look and see if you can spot the 7 steps.
