"Building a StoryBrand: Clarify Your Message So Customers Will Listen" chapter 4-5

How to tell a good story?

Now we know that story is the key to successful marketing, but how to tell a good story that makes your company stand out from the other competitors? Here comes the main character of this book, the SB7 Framework (StoryBrand 7-part Framework). By using this formula, companies can tell good stories that clarify their message and make communicating easy. 

There are seven basic elements that appear in almost every good story and movie, which are character, problem, guide, plan, call to action, failure, and success. These seven plot points can create an infinite variety of stories and they form the SB7 Framework. 

StoryBrand Principal One: A Character

(The customer is the hero, not your brand.)

The first step is to define what your customers want. Only when you identify their needs will they listen to you. Then, you have to let your customers know where you can take them. Once they see your brand as a trustworthy guide, they will likely engage. 

StoryBrand Principal Two: Has A Problem

In a story, the problem that the villain causes to the hero actually includes three levels: external problems, internal problems, and philosophical problems. External problems are the most obvious and often physical and tangible problems that heroes have to overcome. Internal problems are the emotional struggle caused by external problems, such as frustrations. Philosophical problems are the intangible values or dreams that are larger than the story itself and have a deeper meaning. 

However, companies often recognize only the external problems and sell solutions to external problems, but what customers really want is the solution to internal and philosophical problems. 

Take Starbucks for example. Starbucks deliver more value than just coffee; they provide a sense of sophistication and enthusiasm about life. They also offer a place for people to meet and to experience affiliation and belonging. Customers feel good about themselves when walking into a Starbucks. Since Starbucks understand how their customers want to feel, their customers are willing to pay more for their coffee because they sense greater value with each cup. 

Reflection

After learning the three levels of problems, I tried to apply it to my previous buying experiences. About a year ago, I needed a storage box for my clothes, so I searched online, trying to find a suitable one. After browsing through different styles of storage boxes, I decided to buy a detachable and foldable one. In this case, the external problem was that I needed a storage box. The internal problem was that I wanted it to be easy to carry and space-saving. The philosophical problem was that when I bought it from IKEA, I had the warm and comfortable feeling of home, which was the impression that IKEA gave me.