External, internal and philosophical problems

Let’s look at how some successful brands we all know about have positioned the purchasing of their products as the resolution to external, internal and philosophical problems.

TESLA MOTOR CARS:

  • Villain: Gas guzzling, inferior technology
  • External: I need a car.
  • Internal: I want to be an early adopter of new technology.
  • Philosophical: My choice of car ought to help save the environment.

NESPRESSO HOME COFFEE MACHINES:

  • Villain: Coffee machines that make bad coffee
  • External: I want better-tasting coffee at home.
  • Internal: I want my home coffee machine to make me feel sophisticated.
  • Philosophical: I shouldn’t have to be a barista to make a gourmet coffee at home.

EDWARD JONES FINANCIAL PLANNING;

  • Villain: Financial firms that don’t listen to their customers
  • External: I need investment help.
  • Internal: I’m confused about how to do this (especially with all the tech-driven resources out there).
  • Philosophical: If I’m going to invest my money, I deserve an advisor who will thoughtfully explain things in person.

from “Building a StoryBrand: Clarify Your Message So Customers Will Listen” by Donald Miller