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