The StoryBrand Podcast #131: Mike McHargue—The Science of Why Your Brand Needs a Villain
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Jan 14, 2019 Mike McHargue explains the science of why our brains pay attention to negative things and how it can be applied to our businesses without being manipulative
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Three-Level Problem Framework
- Customers come to your brand to solve a problem, and you must name that problem clearly to open a story loop.
- Identify one problem and show its three levels — external, internal, philosophical — to increase message magnetism.
Lead With How Customers Feel
- Speak to the internal feeling your product resolves, not just the external issue.
- Use emotional language on your website and marketing to trigger buying action.
State Your Brand's Higher Cause
- Also define the philosophical problem your brand stands against to give your message moral stakes.
- Use that philosophy to unite customers and justify your solution.