In this book, Donald Miller presents the StoryBrand Framework, a proven system to help businesses effectively communicate with their customers. The framework is based on the seven universal elements of powerful stories, which include identifying the customer's desires, problems, and the role of the guide who provides a plan and calls to action. Miller emphasizes the importance of simplifying brand messages, creating clear and compelling marketing materials, and positioning the brand as a guide rather than a hero. This approach has helped numerous businesses, from small startups to large corporations, to significantly improve their customer engagement and revenue.
Clarity Eliminates Confusion
Have you noticed we live in an age when what you hear and see is not necessarily happening?
It seems our shorter attention spans and social media have elevated attention-grabbing to the point where it overtakes the clarity of the message.
One of my mentors is Donald Miller, the creator of Story Brand. He says, “If you make somebody burn too many calories to understand you, they will never understand you, and they’ll move on to an easier choice.”
Another one of my mentors is my son, Austin. He’s an intelligent young man these days, but I remember when he was five years old and taught me a lesson about clarity - when Disney released a new movie.
Like most kids, Austin was excited and wouldn’t stop talking about it. One day, I asked, in a very adult way, “Okay, where are we going to see this movie?” He answered, “At a theater near you!”
Yes. His answer was correct for a five-year-old without worrying about which theater had the film. After all, that’s Dad’s job.
When your answer to questions creates more questions, everybody gets confused.
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