1/31/21, 8(33 PMReview Test Submission: Reading Quiz 2 – 202120 Spring ...Review Test Submission: Reading Quiz 2Course Content...AssignmentsReview Test Submission: Reading Quiz 2UserAshley Rebecca LoefkeCourse202120 Spring 2021 STCO 526-B02 LUOTestReading Quiz 2Started1/31/21 8:02 PMSubmitted1/31/21 8:33 PMDue Date1/31/21 11:59 PMStatusCompletedAttempt Score28 out of 40 pointsTime Elapsed30 minutesResults DisplayedSubmitted Answers, FeedbackQuestion 1Of the six c’s of the storybranding process, this C is the one that actsas the matchmaker, the place where the brand and prospect arejoined together.2 out of 2 pointsStudent DashboardmyBlackboardLibrariesResourcesMy ProfileAshley Loefke6 Show
Get answer to your question and much more Page 1 of 5…1&course_id=_698727_1&content_id=_44862045_1&return_content=1&step=Question 2Of the six C’s of the storybranding process, this C is the one that helps the branddevelop a relationship with the prospect so that their relationship is not hindered byanything.0 out of 2 points 1/31/21, 8(33 PMReview Test Submission: Reading Quiz 2 – 202120 Spring ... Upload your study docs or become a Course Hero member to access this document Upload your study docs or become a Course Hero member to access this document End of preview. Want to read all 5 pages? Upload your study docs or become a Course Hero member to access this document Tags Marketing, According to Jim, Ashley Rebecca Loefke
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The Seven Big Ideas
Building a StoryBrand SummaryIntroductionEvery successful business understand that you need to make your customer the hero of the story, not your brand. “Businesses that invite their customers into a heroic story grow. Businesses that don’t are forgotten.” Chapter 1: The Key to Being Seen, Heard, and Understood“Pretty websites don’t sell things. Words sell things. And if we haven’t clarified our message, our customers won’t listen.” “The more simple and predictable the communication, the easier it is for the brain to digest.” Mike McHargue, a friend of Miller’s, says there are two critical mistakes brands make when talking about their products and services:
Make your company’s message about something that helps the customer survive and do so in such a way that they can understand it without burning too many calories. “In a story, audiences must always know who the hero is, what the hero wants, who the hero has to defeat to get what they want, what tragic thing will happen if the hero doesn’t win, and what wonderful thing will happen if they do.” Chapter 2: The Secret Weapon That Will Grow Your BusinessNearly every story you see or hear involves the following:
At no point should we be able to pause a movie and be unable to answer three questions:
There are three questions potential customers must answer if we expect them to engage with our brand:
Chapter 3: The Simple SB7 FrameworkStoryBrand Principles
Chapter 4: A Character“When we identify something our customer wants and communicate it simply, the story we are inviting them into is given definition and direction.” “In story terms, identifying a potential desire for your customer opens what’s sometimes called a story gap. The idea is that you place a gap between a character and what they want.” “Many classical sonatas can be broken into three sections: exposition, development, and recapitulation. The final section, recapitulation, is simply an altered version of the exposition that brings a sense of resolve.” “When we fail to define something our customer wants, we fail to open a story gap. When we don’t open a story gap in our customers’ mind, they have no motivation to engage us, because there is no question that demands resolution. Defining something our customer wants and featuring it in our marketing materials will open a story gap.” “As you create a BrandScript for your overall brand, focus on one simple desire and then, as you create campaigns for each division and maybe even each product, you can identify more things your customer wants in the subplots of your overall brand.” “Survival simply means we have the economic and social resources to eat, drink, reproduce, and fend off foes.” Examples:
Chapter 5: Has a Problem“The villain is the number one device storytellers use to give conflict a clear point of focus.” “The villain doesn’t have to be a person, but without question it should have personified characteristics.” The villain should be:
“What is the chief source of conflict that your products and services defeat? Talk about this villain. The more you talk about the villain, the more people will want a tool to help them defeat the villain.” In a story, a villain initiates an external problem that causes the character to experience an internal frustration that is, quite simply, philosophically wrong. Companies tend to sell solutions to external problems, but people buy solutions to internal problems. The purpose of an external problem in a story is to manifest an internal problem. “In almost every story the hero struggles with the same question: Do I have what it takes? This question can make them feel frustrated, incompetent, and confused.” “What stories teach us is that people’s internal desire to resolve a frustration is a greater motivator than their desire to solve an external problem.” The external problems we solve are causing frustrations in people’s lives and, just like in a story, it’s those frustrations that are motivating them to call you. “The only reason our customers buy from us is because the external problem we solve is frustrating them in some way. If we can identify that frustration, put it into words, and offer to resolve it along with the original external problem, something special happens. We bond with our customers because we’ve positioned ourselves more deeply into their narrative.” The philosophical problem in a story is about the question why. “A philosophical problem can best be talked about using terms like ought and shouldn’t.” “People want to be involved in a story that is larger than themselves.” If you want to grow your business, you need to position your products as the resolution to an external, internal, and philosophical problem and frame the “Buy Now” button as the action a customer must take to create closure in their story. Chapter 6: And Meets a Guide“Always position your customer as the hero and your brand as the guide. Always. If you don’t, you will die.” “The day we stop losing sleep over the success of our business and start losing sleep over the success of our customers is the day our business will start growing again.” The two things a brand must communicate to position themselves as the guide are empathy and authority. Oprah Winfrey once explained the three things every human being wants most are to be seen, heard, and understood. This is the essence of empathy. “Scan your marketing material and make sure you’ve told your customers that you care.” “Real empathy means letting customers know we see them as we see ourselves.” “When looking for a guide, a hero trusts somebody who knows what they’re doing. The guide doesn’t have to be perfect, but the guide needs to have serious experience helping other heroes win the day.” There are four ways to add authority to your marketing.
In her book Presence, Amy Cuddy says human beings value trust so highly, it’s only after trust is established that a person begins to consider getting to know us further. “Once we express empathy and demonstrate authority, we can position our brand as the guide our customer has been looking for.” Chapter 7 Gives Them a PlanStoryBrand have identified two plans you can use to encourage customers to do business with you:
A process plan describes the steps a customer needs to take to buy our product, or the steps the customer needs to take to use our product after they buy it, or a mixture of both. A post-purchase process plan is best used when a customer might have problems imagining how they would use our product after they buy it. An agreement plan is a list of agreements you make with your customers to help them overcome their fear of doing business with you. It can also work to increase the perceived value of a service you promise to provide. “The best way to arrive at an agreement plan is to list all the things your customer might be concerned about as it relates to your product or service and then counter that list with agreements that will alleviate their fears.” “Once you create your process or agreement plan (or both), consider giving them a title that will increase the perceived value of your product or service.” “Titling your plan will frame it in the customer’s mind and increases the perceived value of all that your brand offers.” Chapter 8: And Calls Them to ActionStoryBrand recommend two kinds of calls to action:
“A direct call to action is something that leads to a sale, or at least is the first step down a path that leads to a sale.” “Transitional calls to action, however, contain less risk and usually offer a customer something for free. Transitional calls to action can be used to ‘on-ramp’ potential customers to an eventual purchase.” A good transitional call to action can do three powerful things for your brand:
Chapter 9: That Helps Them Avoid FailureProspect Theory: People are more likely to be dissatisfied with a loss than they are satisfied with a gain. According to Daniel Kahneman, in certain situations, people are two to three times more motivated to make a change to avoid a loss than they are to achieve a gain. To implement “fear appeal” in your marketing, you need to inform the reader that they are vulnerable to a threat. Then, you need to inform the reader know that since they’re vulnerable, they need to take action to reduce their vulnerability. Next, you need to inform them about a specific call to action that protects them from the risk. Lastly, you need to challenge people to take this specific action. When people are either fearful or unafraid, little attitude or behavior change results. High levels of fear are so strong that individuals block them out; low levels are too weak to produce the desired effect. Messages containing moderate amounts of fear-rousing content are most effective in producing attitudinal and/or behavior change. Ask yourself:
According to Miller,
Chapter 10: And Ends in a SuccessYears ago, a friend gave me Miller the best leadership advice he’s ever received. “Don,” he said, “always remember, people want to be taken somewhere.” By foreshadowing a potential successful ending to a story, or, as Stew Friedman at the Wharton School puts it, defining a “compelling image of an achievable future,” leaders captivate the imaginations of their audiences. “We must tell our customers what their lives will look like after they buy our products, or they will have no motivation to do so.” “Brainstorm what your customer’s life will look like externally if their problem is resolved, then think about how that resolution will make them feel, then consider why the resolution to their problem has made the world a more just place to live in.” The three dominant ways storytellers end a story is by allowing the hero to:
“Human beings are looking for resolutions to their external, internal, and philosophical problems, and they can achieve this through, among other things, status, self-realization, self-acceptance, and transcendence. If our products can help people achieve these things, we should make this a core aspect of our brand promise.” Chapter 11: People Want Your Brand to Participate in Their Transformation“Brands that participate in the identity transformation of their customers create passionate brand evangelists.” A few important questions we have to ask ourselves when we’re representing our brand are:
“The best way to identify an aspirational identity that our customers may be attracted to is to consider how they want their friends to talk about them.” “A hero needs somebody else to step into the story to tell them they’re different, they’re better. That somebody is the guide. That somebody is you.” Chapter 12: Building a Better WebsiteYour website should including:
Chapter 13: Using Storybrand to Transform Company CultureA mission statement is not enough to turn a mission into a story. “A thoughtmosphere is an invisible mixture of beliefs and ideas that drives employee behavior and performance.” “A thoughtmosphere improves when a StoryBrand-inspired narrative is created, talking points are devised, and a plan of execution is put in place to reinforce those talking points so every stakeholder understands their important role.” “If an executive can’t explain the story, team members will never know where or why they fit.” Recommended ReadingIf you like Building a StoryBrand, you might also like: Buy The Book: Building a StoryBrandPrint | Kindle | Audiobook Related Lists
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