WEEK 5 ~ TELLING A STORY
By positioning the customer as the hero of a story and the brand as their guide, businesses can craft clear, compelling messages that resonate with their audience and drive success.
The seven-part StoryBrand framework, as outlined by Donald Miller in "Building a StoryBrand," helps businesses craft a clear and compelling message by structuring it like a story. Here's an overview of each part:
1. A Character: The hero of the story, which is the customer. The framework starts by identifying who the customer is and what they want as it relates to the product or service offered.
2. Has a Problem: Identifying the problem that the customer is facing, which can be external, internal, or philosophical. This is the challenge or issue that the customer needs help resolving.
3. And Meets a Guide: The brand positions itself as the guide, not the hero. This involves the brand showing empathy and demonstrating authority in the field to earn the customer's trust.
4. Who Gives Them a Plan: The guide provides the customer with a clear plan that helps them overcome their problem. This plan can include a simple set of steps, or it can outline how the product or service works.
5. That Calls Them to Action: The guide calls the hero to take action. This is where the brand motivates the customer to engage with the product or service through a direct or transitional call to action.
6. That Helps Them Avoid Failure: Highlighting what’s at stake helps motivate customers to take action. This part of the framework addresses the potential negative outcomes that the customer can avoid by taking action.
7. And Ends in a Success: Finally, the framework defines what success looks like for the customer. It describes the positive impact or benefits the customer will experience by using the product or service, effectively closing the story loop with a satisfying resolution.
These seven steps are designed to help businesses communicate more effectively by focusing on what the customer wants and needs, and how the business can serve as a guide to help them achieve it.
GUEST SPEAKER: LAWRENCE ZARIAN
Lawrence Zarian, a.k.a. “LZ,” is one of the most sought after on-camera lifestyle and fashion experts in television. With over 15 years of industry experience, it’s clear that he loves what he does—and that’s helping people look and feel their absolute best. He has carefully honed his craft and has the ability to turn expensive Hollywood or runway looks into affordable styles for everyone. Lawrence has been a member of the “Live! with Kelly and Michael” family for almost 15 years and is known for his amazing makeovers. He is also a regular contributor to “The Steve Harvey Show,” “Rachael Ray,” “The Doctors,” and “ABC’s On the Red Carpet.” His other credits include: “Entertainment Tonight,” “Extra,” “Inside Edition,” “ABC’s “Live at The Academy Awards,” “Extreme Makeover,” “The Dr. Phil Show,” and more. When it comes to fashion, Lawrence is a household name.
ASSIGNMENT: FIRST DRAFT Executive Summary/DECK beta
pages 41-43 focus on Executive summary
