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👑 How to Tell a Great Story and Grow your Business

Sunday Tips
Hey folks,
what’s up? Recently I was thinking how I could have a bigger impact if I only would be able to tell better stories. Thus I started to study storytelling and how to use it to build a stronger brand.
First step, reading a book which has been in my reading-list for some time: Building a StoryBrand.
Here what I’ve learned👇
Have a great week!
Sofia

🎈 Thoughts
The key to being seen, heard and understood
The key aspect of branding is to simplify your message. If human brain needs too much energy to understand an information, it’s quite sure it would skip it. Story formulas help clarifying the message because the brain can recognize a common pattern and save energy for basic human needs.
Basic human needs are hierarchal listed in the so called Abraham Maslow’s pyramid:
  1. having a job and a basic income
  2. having a roof and a sense of well-being
  3. relationships (romantic ones and friendships)
  4. psychological, physiological and spiritual needs
  5. Every business story should evolve around these 4 basic needs.
Abraham Maslow’s pyramid of needs
Abraham Maslow’s pyramid of needs
The story must be clear thus audiences always know:
  • who the hero is
  • what the hero want
  • who the hero has to defeat to get what they want
  • what would happen if hero doesn’t win
  • what would happen if hero wins
“If you confuse, you’ll lose”
The secret weapon
Do you know the difference between music and noise? Music follows certain rules then brain can understand the patterns. In the same way if your brand story doesn’t follow a recognizable framework, customers will forget about your brand just as they forget noise.
There should be a unique storyline. What if 007 where a movie about a spy trying to save the world but also to find a job, to marry a woman and to learn how to cook Italian food?
This is essentially what Steve Jobs learned in Pixar and applied to Apple storytelling. They left out from the message all the Mac’s tech features and focused on the human need of being seen and heard.
A story in a nutshell:
  • a character want something but
  • has a problem.
  • A guide steps into their life and
  • gives them a plan and
  • calls hem to action
  • which helps them to avoid failure and
  • ends in success
If you think about your favourite movies, they are all built on this framework.
There’s 3 questions your customers should be able to answer all the time:
  1. What do you offer?
  2. How will it make my life better?
  3. What do I need to do to buy it?
“Story is the greatest weapon we have to combat noise, because it organizes information in such a way that people are compelled to listen”
A simple framework
A brief overview on the main elements of the Storybrand framework. Key concept: stick to it and keep it simple.
The 7 framework’s elements:
  1. The character: your story’s hero is your customer, not your brand. The brand should be the guide, a trusted resource which can help the hero to overcome the problem while trying to achieve what they really want.
  2. Has a problem: there are 3 types of problems: external, internal and psychological. The problems that customers are more motivated to resolve are the inner ones.
  3. Meet a guide: your brand should be the guide to help customers to win their battles.
  4. Who gives them a plan: if a customer has a problem, their trust us as a guide but we don’t give them a simple plan, they aren’t going to make any move.
  5. And calls them to action: in every story, a character never takes action if not challenged to. Communicate them clear steps to overcome their problem and return to their peaceful life.
  6. That helps them avoid failure: it should always be clear what’s at stake. No one would ever take action if there’s nothing at risk.
  7. And ends in a success: how great would be your customer’s life if they buy your products or services?
“Never assume people understand how your brand can change their lives. Tell them.”
That’s a good point where to start building a compelling brand storytelling. It’s not enough to build a complete brand strategy by the way, but that’s a story for another week.
⚡ My Favourite Things
For those who feel behind in life financially.
For those who feel behind in life financially.
Obviously this week I suggest you to read this great book. I’m through the last pages right now and I can say that you’ll find lots of practical advices in it.
🐦 Tweet
Alex Llull 🕵️‍♂️
Get those ideas out there and let the world decide.

You'll be surprised. https://t.co/66OQ6Yuqmh
📢 Quote of the Week
The mathematician and philosopher Blaise Pascal is often credited for sending a long letter stating he simply didn’t have time to send a short one.
D. Miller, Building a StoryBrand
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Sofia Baezzato

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