The “Switch” That Supercharges Your Marketing

Hi Reader,

💡 Today's Niblit: In "Building a StoryBrand," Donald Miller shows how — for the most effective marketing possible — the customer should always be the hero of the story, not your brand. Miller's framework has helped thousands of companies avoid this fatal mistake and dramatically increase customer engagement by repositioning themselves within their customers' stories.

🔑 Key Insight: Positioning your brand as the hero is what most business owners think they are supposed to do, but Miller explains how this actually creates an invisible competition with your customers. When a brand positions itself as the hero, customers instinctively sense they're competing with you for resources or attention. They're thinking about their own survival and success, not yours or your company’s.

The most effective role for your brand is that of the guide — the wise mentor who has already conquered the challenge and can now help the hero win. Think Yoda to Luke Skywalker, not another Jedi competing for the spotlight.

This simple shift instantly changes how customers perceive your value and relevance to their story.

🦉 Nibble of Wisdom: "The day we stop losing sleep over the success of our business and start losing sleep over the success of our customers is the day our business will start growing again." - Chapter 6

🛠️ Practical Tip: Review your website copy and marketing material. Count how many times you use "we" versus "you." The ratio should heavily favor customer-focused language.

🚀 Quick Action: Rewrite your company's About Us page to focus on how your expertise and experience equip you to help customers solve their problems, not just on your accomplishments.

🔍 Further Exploration:

• Explore the concept of narrative transportation and how it affects consumer behavior when customers can envision themselves in the story you create.
• Study how these brands masterfully position themselves as guides:
  • Apple ("Think Different" - helping you express your creativity),
  • Slack (saving you from email chaos),
  • Airbnb (enabling your unique travel experiences),
  • FedEx ("When it absolutely, positively has to be there" - solving your delivery challenges), and
  • Planet Fitness ("Judgment Free Zone" - supporting your fitness journey).
• Consider the personality traits that make for an effective guide in stories. How can your brand embody these characteristics?

🎬 Wrapup: Remember, your customer wakes up each morning as the hero of their own life story, facing challenges they want to overcome. When you position your brand as the experienced guide who can help them succeed, you become an essential part of their journey rather than a distraction.

🔗 Links:

• Check out Building a StoryBrand by Donald Miller on Amazon
• ​Building a StoryBrand on Kindle​
• ​Building a StoryBrand Audiobook​
• ​Read this book for FREE with a Kindle Unlimited trial

Guiding, not competing,

Tom "sidekick in your story" Bernthal

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