Your customers’ brains are designed to do two things above all else.
The first thing is to survive and thrive. Everybody is looking for information that will help them simplify life, make more money, meet new friends, and just about anything else to make life easier.
The problem is, it’s also trying to conserve calories. And in order to process the information around us, we have to burn calories. So if we don’t position your services in such a way that can clearly help people survive or thrive, your customers will tune us out.
Think of it this way:
If you’re not immediately crystal clear on how you can help somebody survive and thrive, you’ll lose them.
Great. So… how do we do that?
The Power of Story
The best way to compel a human brain is to use the power of story. The average person spends 30% of their time daydreaming, except when they’re engaged in a story. So the best way to get them to pay attention to you is to tell them a story.
But it doesn’t stop there. The most important piece of this story is that your customer, NOT you, is the hero. Together we’ll create a story that they’ll immediately resonate and engage with. And as you know— EVERY story worth telling includes a problem. This is the part where you step in— you provide the product or service that solves that problem.
Donald Miller created StoryBrand— the formula we’ll use to clarify your message through a story so customers listen.