Read more: Found hereOur world of ideas is relentlessly noisy. Because we're constantly bombarded with messages, it's harder than ever for business owners to cut through the clamor to reach their customers.
Donald Miller and his team at StoryBrands believe they have a solution. And apparently so do more than a million brands that are following their counsel.
Miller's previous book Building a StoryBrand was a New York Times bestseller. He and his team have revised and updated it to StoryBrand 2.0: Clarify Your Message So Customer Will Learn .
In a nutshell, what differentiates the StoryBrand framework from most other approaches to marketing?
"Most marketing campaigns get ignored," Miller says. "StoryBrand positions the customer as the hero of the story and the brand as the guide helping the hero win. This approach is much more interesting to potential customers because all human beings see themselves as the hero of their own story. They're looking for a guide who can help them win. This is the primary differentiator in our approach compared to other marketing strategies."
Miller holds the view that "pretty websites don't sell things. Words sell things. Because that's demonstrably true, why do so many well-intentioned marketing people fail to recognize that reality?
Miller says the biggest mistake is confusing the customer by making the story about the company instead of the customer. Other common mistakes include:
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