Leanne on Demand Daily with Leanne Hughes 🌴68. Messaging made simple feat. Dr JJ Peterson (Weekend Rewind)
Hey, messaging is so important, and there’s no one who does it better than today’s guest.
About Dr. J.J. Peterson
Dr. J.J. Peterson is the Chief of Teaching and Facilitation at StoryBrand. He’s a storyteller, filmmaker, and expert in marketing and communication. Beyond his professional credentials, he’s lived an incredibly fascinating life—dancing in a Missy Elliot music video, acting on The West Wing, and even being baptized in a cattle trough surrounded by Maasai warriors and their cows.
J.J. co-authored Marketing Made Simple with Donald Miller, and together they help companies clarify their messaging using the power of story.
What You’ll Learn in This Episode:
- Why storytelling is the secret weapon for marketing and facilitation.
- How J.J.’s unconventional career path—from PR to improv comedy to Hollywood—led him to StoryBrand.
- The four roles people play in a story (victim, villain, hero, guide) and why you should always aim to be the guide in your messaging.
- The biggest mistake brands make in their marketing—and how to fix it.
- How to transition from in-person to virtual workshops and keep your audience engaged.
- The importance of defining the problem before offering a solution.
- How to start a presentation in a way that instantly grabs attention (spoiler: never start with your name and credentials!).
- The difference between branding and marketing—and why most people focus on the wrong one.
Standout Quotes:
- “Heroes redeem pain, villains revenge pain.”
- “If you play the victim, you’re relying on others to write your story. Good stories aren’t written about victims.”
- “The world doesn’t need another hero. It needs more guides.”
- “Never diminish your authority with self-deprecating jokes about your expertise.”
- “We categorize brands by the problem they solve.”
- “If you don’t define the problem first, no one will care about your solution.”
Resources & Links:
- StoryBrand Workshops & Resources – storybrand.com
- Business Made Simple University – bmsu.com
- Marketing Made Simple (Book) – Available on Amazon
- Building a StoryBrand Podcast – Listen Here
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