Customers are attracted to us for the same reason heroes are pulled into stories: they want to solve a problem that has, in big or small ways, disrupted their peaceful life. If we sell lawn-care products, they’re coming to us because they’re embarrassed about their lawn or they simply don’t have time to do the work. If we sell financial advice, they’re coming to us because they’re worried about their retirement plan. It may not be as dramatic or sexy as Jame Bond going to Q to grab the latest high-tech spy weapons, but the premise is the same: our customers are in trouble and they need help.
By talking about the problems our customers face, we deepen their interest in everything we offer.
What most brands miss, however, is that there are three levels of problems a customer encounters. In stories, heroes encounter external, internal, and philosophical problems. Why? Because these are the same three levels of problems human beings face in their everyday lives. Almost all companies try to sell solutions to external problems, but customers are much more motivated to resolve their inner frustrations.
from “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller