The key to being seen, heard, and understood (summary)
“Building a storybrand” by Donald Miller was brought up over-and-over again in my writing career. I’ve never picked it up until now. I decided to write notes to share with you, so you can learn all that I have while you sip your morning coffee.
How much are you wasting on marketing?
As much as I’d love to call it an investment, for most businesses, marketing is a total waste of resources. Miller states that the biggest mistake in marketing comes from focusing on hoopla.
Companies spend thousands on designers, actors, and photographers, but the question is: “how many of those guys ever picked up a marketing or copywriting book?”
“The fact is, pretty websites don’t sell things. Words sell things. And if we haven’t clarified our message, our customers won’t listen,” Miller said.
The power of storytelling
The human brain, no matter where from, is attracted to clarity, and away from confusion.
Ever wondered why minimalist designs are the new black? It’s not just cause it’s a prettier design — but because it’s clear. And when something is clear, it works.
When something’s not clear, Donald Miller calls it “noise.” You’re being heard — but nobody cares. You need to make music. Sounds that are coordinated to work together, attract attention, and please the listener.
There’s a reason to the amount of failed marketing in the industry.
Complexity.
That’s right. Your customers don’t want to bang their heads against the wall trying to figure out what you have to offer.
That’s your job (or the agency you’re hiring).
And that’s why storytelling is so powerful.
Humans have been communicating through stories for millenniums. It’s nothing new. It’s literally built into us.
Survival
Speaking of which, did you know that our instincts are EXACTLY the same as they were thousands of years ago?
Our priorities in life are still surviving. Mainly having food, water, shelter, sex, and socializing (being a part of a tribe).
What does this mean?
People don’t care how long you’ve been in the industry. They care about how your product can help them survive.
Selling a Mercedes? Advertise the fact that a luxury car will help people be a part of a powerful tribe, or help them find a sexual partner?
Febreze? People won’t want to come over if your commode smells awful (being a part of a tribe).
I could go on.
How to tell stories.
So how do you write a captivating story?
For a detailed answer, here’s a summary I wrote of “Save The Cat,” a book by Rob Snyder.
But here’s the simplified version, by the author:
“In a story, audiences must always know who the hero is, what the hero wants, who the hero has to defeat to get what they want, what tragic thing will happen if the hero doesn’t win, and what wonderful thing will happen if they do.”
In a nutshell
Here are things you want to make sure you do when writing copy:
- To be understood and to keep the attention of your reader, make yourself super clear. Be simple.
- Make sure your copy appeals to your customers’ drive to survive. How will your product help them get hydrated, less hungry, shelter, a partner, or be a part of a tribe (socializing)?
- For clarity, stories work best — ‘cause we’ve been using them for ages.
- “In a story, audiences must always know who the hero is, what the hero wants, who the hero has to defeat to get what they want, what tragic thing will happen if the hero doesn’t win, and what wonderful thing will happen if they do.”
Stay tuned for a quick summary of chapter two. ;)