By Bob Decker
Once every couple of months, several of us at Dundee Hills Group, the parent company of Redpines, gather to discuss a marketing communications related book or topic that we've read or thought about. I always take a lot of notes, copying down those passages that I want to be able to tell people about later or that I simply thought were well written. Here are my top 5 favorite passages from Building A Story Brand by Donald Miller, ©2017 by Donald Miller.
[A website with too much noise:] . . . It was as though he was answering a hundred questions his customers had never asked.
[Apple became successful] . . . by (1) identifying what their customers wanted (to be seen and heard), (2) defining their customers' challenge (that people didn't recognize their hidden genius), and (3) offering their customers a tool they could use to express themselves (computers and smartphones).
[A website needs to answer these 3 questions in an obvious way:] 1. What do you offer? 2. How will it make my life better? 3. What do I need to do to buy it?
. . . the customer is the hero of the story, not your brand. When we position our customer as the hero and ourselves as the guide, we will be recognized as a trusted resource to help them overcome their challenges.
The goal of our branding should be that every potential customer knows exactly where we want to take them: a luxury resort where they can get some rest, to become the leader everybody loves, or to save money and live better.
