What Story is Your Business Selling?

One of the more interesting marketing books I’ve read is Building a Storybrand by Donald Miller. Like so many business books, it has one central idea that’s banged out again and again over hundreds of pages. This book’s drum is that your marketing strategy is all about the story you’re telling.

Every business tells some sort of story, whether intentional or not. For example, think of the last hole in the wall restaurant you went to. Was their story that they cared about their food so much they didn’t care about their location? Or what it that they just weren’t much for the little details…like cleanliness?

That your business is telling a story isn’t a unique idea to Storybrand, thought the central theme is much more clear. Even more important than this idea, though, is for businesses to remember the ROLE in the story.

Who Is The Hero?

When we’re crashing down on the couch to pull up Netflix at the end of the day, most of us think we’re at the daily end to our “hero’s journey.” We’re the Luke Skywalker having taken down the Death Star. We’re Spiderman, reflecting on how well we applied Uncle Ben’s immortal words about power and responsibility.

It’s only natural that we take the same mentality and apply it to our business. Our business succeeds because we’re the hero, and this is our journey. Right?

Wrong!

Your business isn’t going to be the hero that naturally attracts a host of co-stars and side characters. And it certainly isn’t going to attract customers just because you’re the protagonist.

Your business is not the hero. Your customer is! Instead, you’re the Obi Wan. You’re the Uncle Ben. You need to be the side character or guide who shows up at just the right time for the hero to get exactly what they need.

That’s the way that you should tell your company’s story.

Video Game Example

Speaking in obtuse metaphors is all well and good, so let’s look at a real example with one of my favorite subjects: video games.

Console Wars by Blake J. Harris is like a behind-the-scenes look at the playground fights I had with my friends about which is better: Sega or Nintendo.

This fight was very much intentional on Sega’s part. It was exactly what they wanted.

See, Sega was successful in the US during the early 90’s because they found a story that Nintendo wasn’t telling and capitalized on it. The Sega Genesis was the cool kid’s console. Buying it made you cool. It made you edgy. It made you stand out from the little kid Mario.

Sega knew the kids and teens buying games were the heroes. The Genesis was the item needed to level up.

Your Guiding Message

The Sega Genesis was a good example. Let’s twist to a common bad one. We’ve all seen the company bragging things like “We’re a family run business that has been doing this for a zillion years. We’re amazing and awesome, so buy from us.”

I want amazing and awesome in my life. So what’s wrong with that slogan?

Because who cares if the company is amazing and awesome and has been super successful? I want to know it’ll make ME amazing!

Yes, the bona fides are important. It being around for a long time can certainly give it weight to its claims.

But that’s not enough. They need to make the connection to how it’ll help me, the customer. Many companies fail to do that, assuming credentials are enough.

Let’s give two quick slogans. I hope the better one stands out:

• I’m an experienced filmmaker who has created successful television ads for dozens of local companies, helping them double their revenue.
• I want to sit down with you and help you craft your next television ad. I’ve helped double the revenue of dozens of local companies, and I want to help your company be even more successful.

First, I apologize that my slogans are not great. I’m an accountant, so I’m pushing my creative limit here.

But on those slogans, which is better? It’s the same person giving the same information. The only difference is that the second one, instead of leaning back on experience, it pushes to how that experience will help you.

It’s not a huge difference. But it should be the focus on all your marketing messages.

So what’s your story, and how can you be the guide in other’s lives?