The latest book I’m reading is called “Building a Story Brand” by Donald Miller.
This one comes recommended by my coach and I have to say I am really enjoying it. All things considered, and as always, books come to my attention in what seems to be the right time.
This one is about how to tell a business story that sells. Much like “Oversubscribed” by Daniel Priestley, it reminds us that our client is the hero, that they have a problem they cannot solve, and that that they need a guide, us, to help them.
As the story goes…lol…the hero and the guide travel forth to solve the problem with the solution provided by the guide to a happy ending.
One of my biggest takeaways, and what I’ve known and still struggle with, is that no one wants to know how long you’ve been in business, the deep technical specifications of your product, how you provide your service or anything else about how great you are.
They have a problem and they want a solution.
Think about it.
Many of us have had a problem and what did we do?
Did we say, what technical specifications do we need?
Has this person or company been in business for x number of years?
Did we look for someone based on credentials?
Most likely we searched the internet and found the solution based on asking a question. Asking how to fix the problem?
YOU need to be the result that people find when they search.
Cut through all the BS and noise and get to the problem-solving point.
Here’s a great example from my recent Canadian thanksgiving dinner making experience.
You are looking for how to stuff and cook a turkey.
You look for a cookbook in your shelf or,
You ask your mother, sister, brother or father or,
You google it.
And then you look at the results and make decision-based on some other factors like credibility, (mom usually rates highest), how easy it is to make, the one with the ingredients you have in the cupboard, the number of views or likes, how well you know this person or source, and how reliable they have been in the past.
Never did you ask to know more about how great the company, product, or person is.
Hence why the author calls it the store brand. The story of your brand.
Take some time to look into this great book. I’ll keep you updated as I move through it.