Insights from ‘Building a StoryBrand’ by Donald Miller Flashcards
Who should be the hero in a brand’s story according to Donald Miller?
The customer should be the hero of the story, not the brand.
What role should a marketer play in the customer’s story?
A marketer should act as a guide in the customer’s story, similar to Yoda guiding Luke Skywalker.
True or False: Talking extensively about your brand’s backstory helps the customer feel like the hero.
False
In a compelling story, what must the audience know about the hero?
The audience must know who the hero is, what they want, who they need to defeat, the stakes of failure, and the reward of success.
Fill in the blank: At the beginning of The Bourne Identity, Jason Bourne wants to know his _____.
true identity
Why should marketing messages focus on ONE primary desire of the customer?
Focusing on one primary desire invites the customer to consider how the brand can help them achieve that specific goal.
How can a brand make its products/services engaging for the customer?
By positioning them as tools the customer can use to defeat a villain.
True or False: It is effective to include multiple goals in your marketing message to cover all customer desires.
False
What should a brand clarify about the potential consequences of the hero’s failure?
The brand should clarify the stakes and the cost of not doing business with them, using a balanced amount of fear to engage the customer.
According to Donald Miller, how can fear be used in marketing?
Fear should be used sparingly, like salt in a meal, to add impact without being overwhelming.
Why was Wendy’s ‘Where’s the beef?’ campaign effective?
It highlighted the unsatisfying experience of choosing other fast food restaurants over Wendy’s.
How does a compelling story engage the customer, according to Miller?
A compelling story engages the customer by clearly showing how the brand can change their life and meet their desires.
