Building a Story Brand

Reminds me of Atomic Habits in its clarity and power.

2024-02-19

One-liner:

• character. Problem. The plan. The solution
  • We help small business leaders navigate the uncertainties in today’s economy by delivering and implementing customized AI strategies that modernize their business.

2024-02-18

• what’s at stake
  • Loss aversion.
  • Create vulnerability
  • Specific call to action to resolve the risk.
• Transitional call to action: give something away for free. → establish yourself as a leader. Reciprocity. Give more away for free. They’ll want to buy your workshop. Influence The Psychology of Persuasion
• Three story endings
  • Win power or possession
  • Be unified with someone or something that makes them whole
  • experience Some self realization that makes them whole
• give them an aspirational identity and help them step into it. Identity transformation.
  • The guide helps them identify their transformation. Help them set themselves apart.
  • Identity transformation: from X to Y.
• The only point of the site is to convert.
• In machine learning, who is the hero? Is it the model? Who is the guide? Me? My boss is the hero. The model is the guide?
  • I think the model is the hero. I’m the guide to help it achieve its potential. Aspirational identity.
• 5 marketing
  • Create a one line
  • Create a lead generator. Collect emails. Free pdf. Big. Video series.
  • automated email drip campaign
  • Collect and tell stories about transformation
  • Create a system to generate referrals

2024-02-17

• customers don’t care about your brand. They’re the hero. Similar to How to Win Friends and Influence People - “you?!? what about me you inconsiderate donkey”
• Clarity. We crave clarity.
• Audience needs to know:
  • Who is the hero
  • what the hero wants
  • who/What the hero has to defeat to get what they want
  • What horrible thing will happen if they don’t win, and what wonderful thing will happen if they do win.
• Marketing
  • What does our customer want?
  • What problem we’re helping them solve
  • What life will look like after they engage our product and services
• If you confuse, you lose. J
• 7 points
  • A character who wants something
  • encounters a problem before they can get it
  • At the peak of their despair,
  • a guide enters their life and gives them a plan and
  • calls them to action
  • That action helps them avoid failure and end in success
• Survival need
  • Create a story gap
  • Where will this brand take you
• The villain - dastardly
  • villain is a root source. Not a feeling. The thing that caused the villain.
  • Villain is relatable
  • Singular. One villain is enough.
  • Villain is real.
  • What product does your defeat?
• External problem
  • The frustrations in their life. What external problem do you solve that resolves a
  • Apple: we solve customer frustration and intimidation
  • External: we paint your home.
  • Internal: I have an ugly home
• External, internal, and philosophical problem
  • Luke needs to blow up Death Star (external) because he doesn’t feel like he’s good enough (internal) and he needs to defeat the evil empire (philosophical)
• Process plan: how they use your product
• Agreement plan.
• Call to action: ask them.
  • Buy now.
  • Chat with Bryan
  • Do you believe in your product? Brands need to offer solutions, not charity.

Silvermine AI:

• Thrive with AI
• “I was confused about AI… until I wasn’t”
• confusion seeks for clarity. Get clarity.
• villain: your competitor getting ahead because you don’t use AI.
  • Your wasted time.
• External problem: they don’t use AI
• Internal problem: they feel stupid and don’t know how to use it right
• Philosophical: they want to have the best company
• Transformation: hapless → empowered with AI

AI is your headache

AI is (or will shortly be) causing problems for you “Hey, do you guys use AI?” No…why would we? → wrong answer. Quickest way to become a fossil.

• How do I use it? Which tool?
• What’s it doing? Risks?
• your customers are asking if you use it, and you don’t have an answer

until it’s your salve

Leave your industry in the dust.

Humans helping humans with their AI issues.

Storybrand

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Bryan lives somewhere at the intersection of faith, fatherhood, and futurism and writes about tech, books, Christianity, gratitude, and whatever’s on his mind. If you liked reading, perhaps you’ll also like subscribing: