You start talking about the problems your customers face

Identifying our customers’ problems deepens their interest in the story we are telling. Every story is about somebody who is trying to solve a problem, so when we identify our customers’ problems, they recognize us as a brand that understands them.

The problem is the “hook” of a story; and if we don’t identify our customers’ problems, the story we are telling will flat.

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