Building a StoryBrand: Clarify Your Message So Customers Will Listen

Category: Marketing & Sales
Author: Donald Miller
This Month Reddit 2


by thewileyone   2020-10-03
Since you're creating one product, you should focus on the branding of it. I found this book very helpful in getting my startup to focus:

Also depends on your target client base. Are you targeting a large general market or a specific type of market? If it's specific, be ready to do one-on-one sales pitches and be wary of potential clients that may want you to pivot your product away from your strategic goals.

by mikehauptman   2019-07-21

by IniNew   2019-07-21

For copy:

"Learn More" is a terrible call to action. It makes it seem like the customer has to do something else. "Record Now" or "Tell Your Story" -- something that gets them excited to record a podcast would be better here.

Your second header

> We'll walk you through our process

Again, puts the customer as someone that has to learn something from you. Not you doing something for your customer. Then you mention clearing up bottlenecks in their process? If they have a process, why do they also need your process?

The first bit of copy after the hero image needs a line break:

> Whether you’re just starting out or already or have a full-fledged show developed, we have services that will fit your need. (line break) We’ll clear up any bottlenecks in your process and help you get back to podcasting about what you love most!

right now, There's a few words just hanging off on another line by itself, and it looks odd, IMO.

Couple of design things I would personally change.

At the top of the page, you have your business typed out. Then again at the top of the footer, but then a small logo in the bottom of the footer? I'd pick one of the two and try to stay consistent in the places people would typically see your branding. I like the logo, and would probably (sizing allowing) use that.

Your second parallax background image is a girl on a weight bench. Not sure how that relates to podcasting, might consider changing that!

"Ready to get started?" Is a terrible thing to put above your contact form. It gives the reader way too easy of an out. People will naturally make excuses not to start something new, especially if they've never done it before. They don't need you asking them to think about reasons not to start. Maybe something like:

> The World Needs to Hear You!

For all of your call to action buttons, they're black with white text. So is the rest of your website. They don't stand out, and they should. In your section with two buttons (one says "Click here to Learn More" and one says "Get In Touch Now") one of these should be a pop of color (Get in Touch), and the other should be a more muted version of it. I'd probably change the text to be more indicative of what it's doing "Learn More about the Process". You could probably even make this just a text link, and then have a single bright call to action button.

These are all IMO. Have you ever read "Building a Story Brand"? This website could use a little bit more focus on making your customer the hero of the story. Especially given the medium is all about them, anyway.

by ericskiff   2018-11-10
I often find that if I'm having trouble conveying a point in writing, it's because I don't understand the needs of my audience and the story arc of the information I'm conveying in the context of that audience.

You want to create an urgent need in the reader for whatever it is you're trying to convey. What problem are they facing? How can you position them as the hero that will solve that problem, and how will they use your product, information, or point of view to become the hero of their own story.

It seems that you're feeling that your points are being understood or acknowledged, despite the fact that you know you have important information to convey.

We all want to be heard and to be valuable contributors, and I'll share that I've personally found the best way to be heard is to listen. By framing the presentation of your information in terms of your audience's problems and needs, you allow them relax. You haven't just heard their point, you're addressing it.

Now you can use the shared momentum of their attention and needs to guide them towards the solution you're proposing.

When done well, you'll make people feel profoundly heard and that you are empowering them solve their own problems, using ideas or suggestions they might have otherwise rejected if presented as simple fact or advice.

If you'd like to learn more, I'd recommend two fantastic books on the topic:

Despite their titles (and apparent focus on marketing), these books are both about empathy, listening, and finding ways to convey information that resonate deeply with your listeners.