In my post last week, I alluded to the fact that everyone sees themselves as the main protagonist in life. Look, I’m blogging, so doesn’t that demonstrate that principle? Assuming what I have to say is important, has value and is of interest, aren’t I?
Anyway, I digress. We do position ourselves as central to our stories, and if we are able to be empathetic we can better understand how other people see themselves. I think that when people lose hope, or lose confidence they still retain an element of this but it is diminished. And it’s our job to help them recover that.
Everyone is ‘selling’ something, promoting something or trying to get others to better understand their point of view, and earlier this year I read Don Miller’s essential read How to Build a Storybrand. This book should be on your to-read list if you haven’t gotten to it already. As a writer, Don understands the power of storytelling and this book reframes how we can use that storytelling to improve our engagement with customers and with others more widely, all people we engage with. He uses some great examples to demonstrate where this does, and doesn’t, work well.
There are clear steps to achieving this but the one step that has stuck with me above the others is that customers don’t care about your story or your brand’s story. They care about their own, and want to know how your products can help them achieve their own story arc.
I’m simplifying the message, but this small snippet has stuck with me, and over the past few months I’ve been seeing this everywhere, and watching how people and businesses position their own story in comparison to how they centre their customer’s story.
I can’t recommend this book enough. Spoiler alert: Don tells you early in the book that he will spoil movies for you as he talks you through how the basic narrative construction works. It hasn’t ruined anything for me, but I have found myself putting his framework to the test when watching films! Try it!