Wow, this sucks! The book is just a long commercial for the authors other services and the concepts covered could have been a 15-page pamphlet.
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Wow, this is brilliant! It’s to the point, clear and actionable.
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Both these assessment are correct, depending how you look at it. But my intention when picking up this book was to learn something practical. And I did.
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You brands message should be simple, clear and, most importantly, packaged as a story where the customer is the hero.
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Many brands and marketers get some fundamental stuff wrong and puts the brand as the hero in their marketing instead of the customer.
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📝 Story in a nutshell:
“A CHARACTER (customer) who wants something encounters a PROBLEM before the can get it. At the peak of their despair, a GUIDE (you) steps into their lives, gives the a PLAN (your product), and CALLS THEM TO ACTION. That action help them avoid FAILURE and ends in a SUCCESS.”
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📝 WRONG: An example of doing it wrong was Tidal, Jay-z music service. The marketing made whining artists the heroes of the story instead of focusing on the customers needs.
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📝 RIGHT: And example of doing it right is Apple with the Mac. The customer is the hero facing a problem; Complicated computers that stands in the way of the customers creative expression! Apple has a plan for our hero, the Macintosh computer.
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📝 Story is the greatest weapon we have to combat noise, because it organizes information in such a way that people are compelled to listen.
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When you finish this book, given you’ve done the exercises, you will have a new brand script for your services or products that capitalize on the strength of storytelling (or on human weakness to stories, hehe!😈). The book left me inspired and equipped for taking stuff to the next level!
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⭐️ TAKEAWAY:
Since I don’t really have a product to sell I’m going to use the story brand method to improve my website (hehe, will be quite easy judging from the state it is in). I will do this next week. Another takeaway is how uncomfortable selling things makes me feel. I have a really hard time with it.
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4/5
Check out my reading lists for more great books!
