Donald Miller – The StoryBrand Online Marketing Workshop

Donald Miller – The StoryBrand Online Marketing Workshop

Earlier this year, I had the pleasure of attending the StoryBrand two-day workshop in Nashville, Tennessee. Donald Miller and his team do a fantastic job of helping business professionals from across the country clarify their message through his proprietary StoryBrand framework. Below are some of the key takeaways from the workshop.

The Human Brain is designed to do two things: survive and thrive and conserve calories. 

According to Miller, clarity is associated with survival. People buy what they understand in the marketplace. If your message is complicated, confusing, or technically complex people will disregard what may make your product or service great. The human brain is designed to conserve calories. If your message is complicated, the brain has to work extra hard to process that information and often shuts off or moves on to something else.

With regards to messaging, Simon Sinek author of Start With Why, describes it best when he said, “People don’t buy WHAT you do, they buy WHY you do it.” Sinek gives the example of Apple and how they are more than a computer company. Apple delivers a clear message of technological alternatives it provides and why those products may make your life easier. Apple compared to Dell has positioned itself in the marketplace as an innovative technology company, while Dell has fallen short with the positioning of WHAT they do as a computer company.

At the end of the day, clarity sells.

The Problem is the Hook to Every Great Story 

Digital storytelling at LuckyTamm Digital Marketing (LTDM) is part of our ethos and what makes up the fabric of our work. We all love stories, whether it’s Old Yeller or A Christmas Story humans love characters, problems, and resolutions — or as Miller explains closing the story loop.

All good stories begin with conflict… cue Mel Gibson aka William Wallace in Braveheart, “They can take our lives, but they can never take our freedom!” In business, your customers especially, have some type of problem they’re trying to solve. As the StoryBrand framework describes it, a character has a problem and then meets a guide (you), who gives them a plan, calls them to action that leads to success or failure.

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