Building a storybrand | Danny Zuckerman

From earlier notes:

Your customer should be the hero of your story, not your brand
Focus on the aspects of your story that will help people survive and thrive
Arc: a character wants something / faces a problem and before they can get it something gets in their way. At a key moment a guide steps in, gives them a plan and a call to action. That action helps them avoid failure and end in success
3 questions you must always be able to answer
- What does the hero want?
- What is in their way?
- What will their future look like with success or failure?
Must be able to answer
- What do you offer
- How will it make my life better
- What do I need to do to buy it
Talk about the villain
Solve people’s internal problems, not external.
Show empathy and authority
- Show you understand their problems
- Show competence (testimonials, logos, stats, awards)
Frequent, clear, consistent call to action
Transitional cta to be ready in the future. Create reciprocity