Something your customer wants

When we identify something our customer wants and communicate it simply, the story we are inviting them into is given definition and direction.

Here are some more examples:

  • Financial Advisor: “A Plan for Your Retirement”
  • College Alumni Association: “Leave a Meaningful Legacy”
  • Fine-Dining Restaurant: “A Meal Everybody Will Remember”
  • Real Estate Agent: “The Home You’ve Dreamed About”
  • Bookstore: “A Story to Get Lost In”
  • Breakfast Bars: “A Healthy Start to Your Day”

When you define something your customer wants, the customer is invited to alter their story in your direction. If they see your brand as a trustworthy and reliable guide, they will likely engage. 

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