StoryBrand Principal Five: Call to Action
Now, we have defined customers' desire, identified their challenges, and became a guide that gave them a plan. There's still one more thing we need to do, which is call to action.
Customers do not take action unless they are challenged to take action.
There are two kinds of calls to action, direct calls to action and transitional calls to action. Direct calls to action usually use short sentences, such as "buy now," "call today," and "schedule an appointment," to ask for a sale. As the author empathizes, there should be one obvious "Buy Now" button on the website. This is to make it clear to customers that to purchase and let us help to solve your problem. While transitional calls to action often use the way of offering customers something for free as the first step, such as free information, testimonials, samples, free trial, and so on. Oftentimes, brands need to do both direct and transitional calls to action since they work like two stages of a relationship.
StoryBrand Principal Six: Help Customers Avoid Failure
Stories or movies usually end in two ways, tragic ending or happy ending. When watching movies, the audience would like to see the hero succeed and have a happy ending. Just like movies, people are trying to avoid tragic endings and loss in life. So, brands can help customers avoid loss by warning customers about the potential consequences if they don't buy the products.
People are motivated by Loss Aversion
According to Prospect Theory, published by Nobel Memorial Prize winner Daniel Kahneman in 1979, people are more likely to be dissatisfied with a loss than they are satisfied with a gain. In certain situations, people are even two to three times more motivated to make a change to avoid a loss than they are to achieve a gain.
How to use loss aversion in marketing? Follow the four steps of fear appeal.
1. Tell customers the threat in their lives.
2. Encourage customers to take actions to protect themselves from the threat.
3. Let customers know that we have plans to help them get rid of the threat.
4. Ask customers to buy our solution to the threat.
Don't worry about using warnings in customers' stories since adding moderate amounts of fear will do better in their attitudinal and behavior change. Just take a few terrible things to warn customers and they will know. Too much and the customers will resist, too little and they don't know how important the products are. Once we make the stakes clear to customers and show our ability to help them avoid loss, customers will be motivated to resist failures.
StoryBrand Principal Seven: End in Success
Never assume people understand how your brand can change their lives without telling them. Brands should clearly show what life will look like if customers buy their products or services. By picturing a compelling image of an achievable future, brands are more likely to get customers' interests. But be careful not to make the future too vague.
Reflection
After learning the full structure of the SB7 Framework, it's still not easy to come up with an appealing story script. But with these strategies in mind, we can clearly observe how brands do their marketing.
I was wondering after reading about branding, you'll know more about how to brand your invention in your final creative project.
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