Don Miller from Stroybrand joins Infusionsoft Product Marketing Manager Brina Kaiser, and teaches how to make your marketing as interesting as a blockbuster movie. ┬áPre-order his new book Building a StoryBrand: Clarify Your Message So Customers Will Listen, and send the receipt [email protected] to get two previously unavailable lectures for free.

To automate Storybrand across your marketing, sales and customer relations, try Infusionsoft for free at infusionsoft.com/storybrand.

076 – Ask the Expert – Don Miller from Storybrand Transcript

Dusey : Hello, listeners. This is Dusey. I am the producer of The Small Business Success Podcast, and today in studio we are joined by Brina [inaudible 00:00:17]. Hi, Brina.

Brina: Hello.

Dusey : Brina is one of our product, excuse me, product and marketing managers.

Brina: That’s it.

Dusey : Can you just tell us just a little bit about what you do here, Brina?

Brina: Yeah. Product marketing is a real interesting field, kind of sits in between [00:00:30] a lot of different teams in a business to kind of play translator between product teams, the sales teams, and the marketing teams, and customer service teams, as well, to make sure that everybody’s on the same page with who our target customers are, what they need our product for, making sure that they really connect those benefits of a product to the benefits, and problems, and pains that the target buyer has.

Dusey : Fantastic. We brought Brina on because she is an expert in all of that stuff.

Brina: Usually.

Dusey : She’ll be able to hold a good conversation [00:01:00] with our very special guest today, Don Miller. Don, how’s it going?

Don Miller: Wonderful. Thanks for having me on, you guys.

Dusey : Absolutely. Don is a New York Times best selling author, and the CEO of StoryBrand, he’s got a new book called, Building StoryBrand. Maybe you could just tell us a little bit about yourself to get started, and then we’ll dive in.

Don Miller: Yeah. Absolutely. Traditionally, I’ve been a writer. I’ve been a writer for about 15 years. I wrote a bunch of books, and in order to write those books I studied the elements of story, so I learned how story works. I wrote a screenplay and got a national [00:01:30] theater release. It was amazing to me how powerful story was to compel a human brain. The average person daydreams about 30% of their time, and yet when you walk into a movie, the lights dim, and you don’t daydream at all. That to me, is amazing, because it’s very hard to get somebody’s attention for an hour and a half to two hours.

Fast forward, to later in life, I have my own conference business, it’s going okay, I’ve sold millions of books, but I only have 300 people showing up in the [00:02:00] audience, and I realized, you know what, my marketing collateral, the stuff that I say in my email blast, the stuff I say in my websites, the stuff I say on my landing page it’s not getting attention. I’m not saying the right things. I’m using the tools, but I’m not saying the right things, so I began to filter my message through these elements of story to see if I could get peoples attention, and what happened was I went from 350 people in my audience to 970, to 1200, to 2400 without spending any more money on marketing.

I just [00:02:30] had the same webpages, the same email blasts, I just said different things in those emails, and I began to get peoples attention. That caused me to step back and say, “I think I’m going to develop this framework even further.” Then, a company called, a little bitty company out of Cincinnati called Procter and Gamble called, and they said, “We hear you’re doing this thing, can you come explain it to us,” and man, I was really nervous, but I went and-

Dusey : For sure.

Don Miller: Explained it to them, and they said, “If Queen Latifah does this in our new campaign [00:03:00] would that work?” Of course, I’m like, “Well, just have her call me,” you know, “I’d like to meet her.” Anyway, it was really fun and it took off and the next client was Berkshire Hathaway, I think, and then Ford Lincoln, and then the White House called in the Obama Administration, and then pretty soon we-

Dusey : Wow.

Don Miller: Shut down the other conference business, and we’ve been doing StoryBrand for the past three years. We’ve had several thousand businesses go through it. Many of those businesses have doubled, tripled, and quadrupled their revenue. We doubled our own revenue four years running. This will be our fifth year to have a 100% increase-

Dusey : Nice.

Don Miller: In overall revenue, [00:03:30] and I consider all that possible only because of the words we use to talk about our products. People buy things not based solely on pictures they see, they read words, and that causes them to want to buy things, so I became obsessed with that, and that’s what created the StoryBrand framework to help other businesses say the right things to their customers.

Dusey : Very cool. I love that analogy of talking about the movie and the screenplay stuff. That’s [00:04:00] a huge business. I mean, what a huge business Hollywood is by itself, and all they’re doing is telling stories, but the story is the product in that case. Right?

Don Miller: That’s right.

Dusey : That’s all it is.

Don Miller: 10 billion dollars a year we spend at the box office to buy what? To buy, I don’t know-

Dusey : [crosstalk 00:04:17]. Yeah. I guess.

Don Miller: To buy air. Right?

Dusey : Right.

Don Miller: But, what I think we’re buying is, I think, we’re buying a sense of clarity. When I go to a movie I know exactly what Jason Bourne wants. I know what he’s challenged with. I know what [00:04:30] he has to do to create obligatory climatic scene that resolves his conflict. My own life, there’s 50 things that I want. There’s 200 pieces of conflict. It’s a very muddled story. People like to go to movies, because it gives them a sense of clarity, and there’s a great piece of business advice in there for us. There’s something we can learn from that, and it’s this, and if you have a pen, and you’re listening to this podcast, or if you can pull your car over i think it’s this important to write it down.

Dusey : Let’s do it.

Don Miller: People hate confusion. They like [00:05:00] things to be clear. What that means, is a brand that can clearly communicate what problem they solve to their customer, without any clutter, without any noise, without any confusion, they just say we solve this problem for you. That brand will beat any other brand in the marketplace. They’ll beat any competitor who doesn’t confuse as well, regardless of how good their product is. We’ve helped-

Brina: 100%. Yeah.

Don Miller: Three, now presidential candidates. I can’t name them, but we’ve helped them. If you go around [00:05:30] the country, and you say, “What did Jeb Bush want to do for America?” Nobody knows. I’ve talked to hundreds of thousands of people, nobody knows. If I say, “What did Hillary Clinton want to do for America?” They say, “She said something like I’m with her, I don’t exactly know.” When you say, “What did Donald Trump want to do for America?” They say, “Make America great again.” Now, see, you have to ask yourself, okay, did the best candidate when, or did the candidate with the clearest message when? And, that’s of course subjective, but it just shows you the power of communicating extremely clearly, breaking your message into sound bites, and repeating those sound [00:06:00] bites over, and over to get through the noise that’s in the marketplace.

Dusey : Absolutely.

Brina: Yeah. I’m hearing two things, Don, in what you’re talking about, here. First, words matter, greatly.

Don Miller: Yeah. Huge.

Brina: And, secondly, I heard you talking about a focus on the problems of your potential customers. Right? A lot of times, especially small businesses we are really excited about our products, we’re really excited about our business, we believe in it, we took a big bet on it, so we want to talk about our product, we want to talk about the benefits, the things that adds to the buyer’s life.

Don Miller: Right.

Brina: But, I didn’t hear you mentioning [00:06:30] features and benefits. I heard you talking about problems. Why is that?

Don Miller: Well, the only reason anybody is going to your website, and the only reason anybody is walking through your retail shop, the only reason anybody is calling your sales rep is because they have problem. What motivates people to action is their trying to solve a problem, and here’s what’s interesting in story, in story, there are actually three levels of problems. There’s the external problem, and that would be the boom that needs to be disarmed. But, the purpose of the boom needing [00:07:00] to be disarmed is actually to manifest an internal problem, that is, Liam Neeson tried to disarm a bomb 10 years ago, and it blew up, and some people got hurt, and he’s been out of the business ever since, but now his daughter got kidnapped, and he’s being sucked back in. That’s the story, right?

Dusey : Yeah.

Don Miller: And, he’s wondering, do I have what it takes to do this? The real story in a movie is about the internal problem, not the external problem, so there’s an external problem, there’s an internal problem. Then there’s a third level of problem that’s called, philosophical, and the philosophical is good versus evil, so [00:07:30] when Liam disarms the boom, he resolves the external problem, plus he resolves the internal problem, answering the question, do I have what it takes, and, he resolves the philosophical problem of the good guy has defeated the evil guy, and it all happens in one shot.

Here’s why this matters to your brand, and everybody listen, because this is going to make you an enormous amount of money. If you can frame the resolution to the problem you solve, as a resolution to your customers external problem, internal problem, and philosophical problem, so when they click buy now in that email that they get, or they click buy now on [00:08:00] that website, they believe I’m going to solve my physical problem, plus I’m going to resolve the frustration that, that problem is making me feel, and I’m going to contribute to something greater in society, because me feeling this frustration is an injustice. You will create raving fans, and your sales will spike. If I can, I’ll just give you an example.

Dusey : Please.

Brina: Great.

Don Miller: You can say, “Don, that’s great for stories. That’s great for art, but it doesn’t work in the practical business place.” Okay. Let’s talk about a very obscure product, let’s talk about a chicken sandwich. How can you resolve an external, internal, and philosophical [00:08:30] problem by selling somebody a chicken sandwich? Well, we have some friends who’ve done it. We’ve taken everybody at Chick-fil-A through the entire StoryBrand framework, from the C-Suite to the guys who fix the milkshake-

Dusey : Nice.

Don Miller: Machines. The external problem they solve is hunger. Easy, right? They solve the problem of lunch. But, the real reason that brand is growing is because they solve an internal problem. I don’t know about you guys, but when you walk into a fast food restaurant you probably don’t feel very good about yourself. Right? I mean, once a quarter-

Brina: [00:09:00] How did you know? Yeah.

Dusey : Yeah.

Don Miller: I found myself walking into a Burger King, and I think to myself, you know, it’s come to this.

Dusey : Right.

Don Miller: It’s a horrible feeling, but Chick-fil-A has resolved that. Their restrooms are clean. The people who work there actually want to be in the room. All that kind of stuff. They resolved this internal tension that people have about eating fast food. Then, philosophically there’s sort of a good versus evil thing in the sense that the brand represents kind of a values oriented society, a family society, [00:09:30] they’re closed on Sundays. They care more about their values then they do about money.

What people don’t realize when they walk into a Chick-fil-A is they’re buying a chicken sandwich, they’re resolving an external problem, an internal problem, and a philosophical problem when they hand the person behind the counter $5.00. Compare that to other brands. The average Burger King 1.5 million per store, per year. The average McDonald’s 2.5 million per store, per year. The average Chick-fil-A 5.2 million per store, per year.

Brina: That makes a difference.

Don Miller: Closed [00:10:00] one day of the week.

Brina: Yeah.

Dusey : Yeah.

Don Miller: They had a goal of reaching 10 billion dollars a year by 2020, and they’ve already surpassed that goal. People aren’t just buying chicken, they’re closing story loops in their brain, and you can learn to do that in your copy no matter how big or small your business is.

Dusey : Awesome. Yeah. I love unifying all that, because I think it’s really easy to think about each thing separately, and not that you shouldn’t design different stages of your customer journey with those different ideas in mind, but [00:10:30] being able to speak to all of that kind of wholly and singly, and integrated across your messaging-

Don Miller: Right.

Dusey : Sounds like it’s very powerful. Yeah.

Brina: It’s a big deal.

Dusey : Yeah.

Brina: But, it’s a challenge for a lot of business owners. Right? Especially the small business, because they usually, I want to become a small business owner because I wanted freedom. Right? Because I was really good at this one thing, and that one thing probably wasn’t copywriting, and it probably wasn’t marketing.

Dusey : Yeah.

Brina: Honestly, it probably wasn’t research into my potential buyers, either. Where should a small business owner start? [00:11:00] Right? Is it getting to know, the product marketer, I would say, “You need to research your target buyer here’s 87 ways to do it,” to identify what those problems are, I don’t know what problems my products solves, it solves the problem that they didn’t have my product and now they do, but how do we dig a little bit deeper, for the novice? Right? Where should they start?

Don Miller: Right. Well, the book is building a StoryBrand, and that’s a $17.00 way to solve that problem.

Dusey : Yes.

Don Miller: We give the money away for that book, I don’t make anything when you buy that book.

Brina: [00:11:30] Awesome.

Don Miller: That gives me the permission to push my book. Right?

Dusey : Absolutely.

Don Miller: But, what the book will do is it’ll take you through seven messaging categories, and you actually interact with a free piece of software at my StoryBrand.com. It’s a free piece of software that will allow you to type in seven different categories of messaging for your brand, and those categories are very simple. One, you identify who your customer is, and you want to identify one thing that they want, not, 25 things, because if we watched a movie where Jason Bourne wanted to know who he really was, but also lose 30 [00:12:00] pounds, and run a marathon, and marry the girl, and perhaps adopt a cat, you’re going to lose the audience, because it’s too many things.

Many people listening to my voice, right now, your brand is trying to resolve to many problems in your customers life. Now, it’s fine if you actually resolve a ton problems, but if you tell your customer, here’s the 37 problems I’ll resolve, you will lose them to the competitor who only resolves one problem. Why? Because the brain doesn’t work that way. It can’t hold that much information. The more simple the message, the more further the message will be delivered into the human brain. [00:12:30] You have to identify what the character wants. That’s one.

Two, I’ve already talked about it, we need to identify the three levels of problems that they’re dealing with. External, internal, philosophical. Third, and you guys, this is the biggest paradigm shift, you want to position yourself in your customers story as the guide. You’re not the hero, you’re the guide. Every story, almost every story, has a hero that’s trying to accomplish something, but they can’t get it done. It’s too confusing. It’s too hard. They’re ill equipped. They’re afraid. They’re filled with self-doubt. Who comes into the story? Yoda? [00:13:00] Obi-Wan Kenobi? Haymitch? Gandalf? On and on. And, you want to position yourself as the guide in your customer story.

Here’s why, your customer identifies as a hero, if they find out that you also identify as a hero, you are subconsciously contending for a scarcity of resources with that customer. When you walk into the room and say, “We’re a $200 million dollar company, we’ve won all these awards. We have a great places to work metric. We’re trying to double the revenue.” They hear you say, “I’m a hero. [00:13:30] You’re a hero. We’re all heroes,” and they say, “That’s really wonderful I hope your story works out, would you step aside, I’m looking for a guide.”

Dusey : Right.

Don Miller: And, they don’t vote for you. They don’t buy your product, and if you’re a politician they don’t vote for you. We work with a ton of politicians and we always say, “Never, ever position yourself as the hero.” You don’t want to do that. That’s part three. Part one, identify something your customer wants. Two, define three levels of problems. Three, position yourself as the guide. Four, give them a three or four step plan that makes it easy to do [00:14:00] business with you, and there’s a reason for that. Most people, when it comes time to give you money, they’ll make an excuse and turn away. The big excuse is this, it’s too complicated, I’ll do it tomorrow.

Dusey : Right.

Don Miller: What you want to do is you want to create a three or four step plan and Infusionsoft is so good at this. You guys are good at this kind of marketing, you just say, “Hey, let’s make this really simple. Right? Start your demo, and then talk to a sales rep, and then we’ll get you onboard.” Those kinds of things. It’s super easy. It’s a very complicated piece of software that’s super easy to use, because you have created step by step narratives for customers to walk through. [00:14:30] We can learn a lot from you there.

You want to give them a plan. The next thing you want to do, the fifth thing, is you want to call them to action. I’m amazed at how many businesses we look at, we have 3,000 businesses a year come through StoryBrand, half of their websites don’t have clear calls to action. They’re saying things like, get started, or learn more. Nobody knows what that means. If you walk up to a girl at a cocktail party, and you’d like to ask her out, and you say something like, “Get started,” she’s going to slap you. It makes no sense. Right?

Brina: I’ll vouch [00:15:00] for that.

Don Miller: You want to be very clear, I want you to place an order, so you want to say, buy now, and in the book I get into kinds of calls to action that, that alone could double your revenue if you call people to act very, very clearly. Then, the last two stakes are success and failure. What that means is you’ve got to show your customer what beautiful kind of life you can provide for them if they buy your product or service, but you’ve also got to tell them about the tragic, awful, no good thing that will happen if they don’t.

Brina: Yeah.

Don Miller: Because if there are no stakes in the story, [00:15:30] there’s no story. If we find out halfway through a movie that the bomb that Liam Neeson is going to have to go find, and disarm is actually a dud, and the next 90 minutes he’s just trying to find this dud of a bomb that’s actually not going to threaten anybody, nobody is interested in that movie. In fact, people are there sitting in the theater, going, “What is this? I don’t understand. Why are we even sitting here?” There’s no stakes. If we don’t say, “Look, if you don’t buy my product, these terrible things could happen,” there’s no reason to buy your product.

Those seven messaging categories are the [00:16:00] only seven things we should ever talk about when it comes to our brand. We shouldn’t be talking about anything else, because it’s the only seven questions any human being actually has about a company, about a product, about a brand, about a leader, just those seven categories of questions. In the Building a StoryBrand book I walk you through all seven. It’s very simple. You go to the online software, you fill in your messaging points, and basically you take the words that you filled in, and you start putting them on websites, [00:16:30] emails, you start using them in elevator pitches, and you watch your sales go through the roof.

Dusey : You know, I was listening to your most recent episode of your podcast, where I was surprised at how, you know, you guys were talking about how, like painting that pain, and people think of it as going negative. Right? Where you’re saying-

Don Miller: Right. Yeah.

Dusey : This is, you’re going to hurt without this. I was blown away at how deeply you could talk about that pain, and go negative, and it [00:17:00] be such a strong motivator. I think there’s a lot of fear around-

Don Miller: Oh, it’s unbelievable.

Dusey : Speaking to that. Right?

Don Miller: Yeah. You know, I was just listening to the radio the other day, and you probably heard these radio ads, I don’t know who this guy is, but he has a product called, ZYPPAH, and it’s like an anti snoring product, I don’t know what it is, a face mask or something. He’s this guy, he sounds like he’s from Brooklyn, and he sounds like he’s 75 years old, and he just says, “I’m against snoring. Snoring is disrupting lives. Snoring is tearing your marriage apart. [00:17:30] You cannot let that man snore, anymore. He’s been doing this to you for years. It’s wrong. Your life is miserable.” You know how many products he sells? Because he really painted a grim picture.

Dusey : Yeah.

Don Miller: And, all these ladies are driving around going, “You know what? He’s right. I’m going to strap that mask to my husband, he’s not going to do that to me anymore.” You know, it’s that sort of thing that we could actually have a lot of fun with it, like he does, and it’s making him millions, and millions, and millions of dollars.

Brina: It’s building a bridge with the buyer. Right? You’re saying-

Don Miller: Building a bridge with [00:18:00] the buyer.

Brina: When I’m painting that picture, I’m saying, “Look, I understand you. I understand exactly what you’re going through, and it’s okay to want to improve this for yourself.” Right?

Don Miller: That’s right.

Brina: To access that benefit and value that we can offer, uniquely, and in a different [crosstalk 00:18:13]-

Don Miller: Yeah.

Brina: Way.

Don Miller: There are two things, you know, I get into in the book, there are two things that you have to do to position yourself a guide in your customers subconscious. The first, is exactly what you just hit on. It’s empathy. Brina you’re dead right. As soon as you say, “I feel your pain. [00:18:30] I care about your pain. I understand your pain.” Your customer goes, “That’s my guide.” The second step is you have to say, “Not only do I feel your pain, I can get you out of it. I’m competent to get you out of it,” and this is where a lot of brands mess up, because they don’t want to stand in their authority, and say, “We know what we’re doing,” but we only look for brands who have the competency to get us out of this trouble.

Dusey : Right.

Don Miller: If I go see a nutritionist and I say, “Listen, I have got to lose 30 pounds. I mean, I’ve been struggling with this for a long time. It’s driving me crazy. I just love eating [00:19:00] a bowl of ice cream right before bed. I just need your help.” The nutritionist looks back at me and says, “Me, too.”

Brina: Right.

Don Miller: I’m at the wrong nutritionist. Right?

Dusey : Well, we could do this, or we could do that, or maybe. Right.

Don Miller: Yeah. Let’s try to do it together, I can’t figure it out either. You know, that’s not what you’re looking for. They may have empathy, which is important, but they don’t have authority. It’s empathy and authority is a one, two punch. I feel your pain, and I know how to get you out of it, and that needs to show up on our websites, and in our email [00:19:30] blasts. If you just take your whole Infusionsoft system, I hope that everybody listening has some sort of Infusionsoft system going on.

Some sort of nurture campaign, or launch campaign, or sales campaign, if you don’t, you’re absolutely crazy, because we use Infusionsoft, and we make millions by using it, so I’m super grateful for you guys. But, if you actually just take a look at your emails, and read through them, and say, “Okay. Where’s my empathy? Where’s my authority? Where have I identified my customers internal problem? Where have I painted a beautiful picture for what their life can look like? And, where have I painted a grim picture [00:20:00] for what their life can look like if they don’t do business with me?” If you just do that in all your emails, and try to season your emails with this sort of verbiage, you’re going to see your customers listening for once.

Dusey : Yeah. You know, I think one of the keys to getting past that feeling of being able to speak with authority is something that you’d mentioned earlier of being the guide, and not being the hero. Right?

Don Miller: Right.

Dusey : The hero, saying that you’re the hero is all ego and no substance, but-

Don Miller: That’s right.

Dusey : Saying that [00:20:30] you’re the guide, and you have authority, and that you know what is going to work, if you can position yourself that way, it’s content that’s strength, as opposed to just the ego part of it. That might be something-

Don Miller: Yeah.

Dusey : If you shift that mindset, it might be a little easier to think about how can I speak with authority? I’m not saying that I’m the hero, I’m not putting, I’m not saying that I’m the center of this story, yet I am the one that knows the way. Right?

Don Miller: Right. And, strength is the key word. Here’s another [00:21:00] reason you only want to position yourself as guide, and never position yourself as the hero. The guide is the strongest character in the move, the hero is usually the weakest, or the second to the weakest. The weakest is sometimes the victim, but the hero is afraid, ill equipped, doesn’t have what it takes to get the job done, in desperate need of help, and unwilling to go on this journey. Is that how you want to position your brand?

Brina: Yeah. Heroes always have that fatal flaw we don’t want them to-

Dusey : Right.

Brina: We don’t want that idea.

Don Miller: Exactly.

Dusey : Right.

Brina: Exactly.

Don Miller: When somebody [00:21:30] positions themselves as a hero, the country smell’s weakness. Now, think about Mitt Romney positioned himself as the hero. He’s not the president. Hillary Clinton literally said, her campaign slogan was, “I’m with her.” Who’s the hero? Hillary Clinton. Dismal the worst defeat in American political history, in terms of somebody who was so qualified to be president, who should have won in a landslide, but couldn’t motivate voters to get out [00:22:00] and vote for her in key states. Why? Because she didn’t portray that she was for them, she portrayed that she was for herself, and people couldn’t figure out why, I don’t know why I’m just not into this, but I’m not, and here’s this guy who’s making all these horrible statements, but I’m not even motivated to go to the polls to vote against him. Why?

If she would have just positioned herself as the guide, and the American people as the hero, we would be talking about President Hillary Clinton right now, but we’re not. We’re talking about somebody who basically went around [00:22:30] the country, and said, “I’m just the messenger, I’m your wrecking ball, send me to Washington, this story is not about me, it’s not about you,” now, he’s left that message as president, and clearly he’s playing the hero, but in the campaign he didn’t do that.

I think hopefully in his presidency he’ll figure out how to stop this nonsense where the whole show is about him, figure out, no, it’s about the people, and if he does that, he could be one of the most popular presidents, ever, but he’s not doing that right now. It’s not just marketing, and getting people to pay attention to us, [00:23:00] it’s also leadership.

If we’re leading a group of people, if I’m a baseball coach for a high school baseball team, I need to play the guide not the hero. The story is not about me, it’s about my team. It’s about them winning, not about me winning, and human beings respond to that, they become passionate fans, and evangelists when we play the guide, and position them as the hero, and we’re trying to help them win.

Dusey : Don, if there was one last thing, whether it was something that you’ve mentioned, or not, that you could instill into [00:23:30] our listeners that will help them be successful what is the one piece of advice that you would give them?

Don Miller: Can I have two?

Dusey : You can have two, for sure.

Don Miller: The one piece of advice is, I want two. Two things, one is the only thing your customers are thinking about is survival, and thriving. Survival and thriving means basically Maslow’s hierarchy of needs. They need food. They need shelter. They need water. They need relationships. They need a tribe to defend them, they’re looking to self actualize, [00:24:00] become the best version of themselves. They’re looking for self transcendence. Your brand has to offer them something that helps them survive and thrive.

Now, that’s a very broad category, that can be a reduced effort trying to accomplish something, and an avoidance of hassle, reduce cost, making money, simplifying lives, saving time, it can be reducing risk, organizing information, it could be connecting with others, connecting with a tribe. All sorts of things that help us survive. But, you’re selling survival, you’re not selling your product. You’re [00:24:30] selling survival. Now, here’s the second thing, if I can have two.

Dusey : Please.

Don Miller: Your customers are burning calories trying to understand how you can help them survive, literally, if you’re asking them the process information on your website, or in email, which every time they open their email they start burning calories, because they’re processing information. If they can’t figure out how you’re going to help them survive within in five seconds, their brain starts doing this, hey, you’re burning a lot of calories, here, and this guy isn’t very clear about how he’s helping you survive, [00:25:00] barbarians may come over the hill tonight, and you may have to fight them, so let’s conserve calories, and tune this guy out. Therefore, all of our marketing needs to be about how we help our customers survive and thrive, and we need to say it so clearly that we don’t cause them to think. They literally just understand it immediately.

Dusey : Yeah.

Don Miller: And, that will make a huge difference. It’s not because they’re stupid, they aren’t stupid. The human brain is unbelievably sophisticated, and in my opinion a very beautiful machine. It’s that they’re bombarded [00:25:30] with 3,000 to 5,000 commercial messages a day.

Dusey : Right.

Don Miller: Why should your message be more important than any other? Well, for two reasons, one, it helps them survive and thrive, and two, it does so simply that it respects their time, and their effort to survive. Meaning, you’re not asking them to burn a lot of calories. If you communicate about people survival, and you do so by not asking them to burn very many calories, you will beat every other competitor in the marketplace, if you have a good product.

Brina: Yep. It’s earning the right to be that guy.

Don Miller: That’s right. Yeah.

Brina: As quickly as possible.

Don Miller: It’s about them.

Brina: [00:26:00] Yep.

Dusey : Fantastic. Thank you so much for that advice.

Brina: Awesome.

Dusey : I’m sure that, that is something that all of our listeners will benefit from. There’s even the most seasoned marketers, and great small businesses that are great at their marketing, I think there’s tons of tidbits in here to start to improve your process, or improve your marketing, whether it’s your copywriting, the design of your customer journey. That’s fantastic. Don, if somebody wants to really dive into more of this stuff, where should they head to learn about your book, and about StoryBrand?

Don Miller: Well, the book comes out October 10th, I’m [00:26:30] not sure when this will air, but it comes out October 10th, and it’s called, Building a StoryBrand. Get on Amazon, Barnes and Noble. When you get it forward your receipt to [email protected], and we’ll send you two lectures that I gave to some exclusive audiences. All about learning how your customers actually-

Brina: Wow.

Don Miller: Think, so just forward the receipt to [email protected], and if you want to know more about my organization, and how we can help you win, go to StoryBrand.com. Just StoryBrand.com.

Dusey : That’s fantastic. I love that bonus material, so everybody out there get that book, read the book, and [00:27:00] then you’ll have even more content when you forward that on. That’s fantastic. If you want to start implementing these storytelling methodologies across your business they will help, they’re fantastic ways to think about how you speak to your customers to get their attention, to speak to them clearly, and to stay in contact with them. The best way to do that is through a special free trail of Infusionsoft just for listeners of today’s episode, and fans of StoryBrand at Infusionsoft.com/StoryBrand.

[00:27:30] You can implement the strategies we’ve been talking about today, immediately, and for free, you can use our CRM, email marketing campaign tools, and get coaching for two weeks without spending a dime. If you’ve been thinking about how to organize your sales, your marketing, how to speak in StoryBrand language to your customers, but aren’t sure that you’re ready to take the plunge, you should definitely check out the free trial.

You’ll quickly see the value you can get out of our all in one platform. Just go to Infusionsoft.com/StoryBrand to sign up. That’s Infusionsoft.com/StoryBrand. [00:28:00] Thank you Don very much for hanging out with us, sharing some of your knowledge. That was a great knowledge drop, a knowledge bomb for all of our listeners. Brina, thank you for joining us, also.

Brina: Absolutely.

Dusey : This has been another episode of The Small Business Success Podcast. We will see you all next week.