StoryBrand 2.0 Chapter 3

what is S.B. principle one?

the customer is the hero, not your brand

communication expert Nancy Duarte recommends which strategy?

when giving a speech, position yourself as Yoda and your audience as Luke Skywalker

identifying something the customer wants serves which purpose?

the customer will feel invited into the story

what is S.B. principle two?

The only things people buy are solutions to problems, and if you haven’t identified tour customer’s problems, or fail to talk about them clearly, you aren’t going to sell anything

talking about the customer’s problems does what?

holds their interest in the everything offered

what are the three levels of problems a customer encounters?

1. external

2. internal

3. philosophical

what is S.B. principle three?

customers aren’t looking for another hero: they’re looking for a guide

what is S.B. principle four?

customers trust a guide who gives them a plan

what is S.B. principle five?

customers do not take action unless they are challenged to take action

what is S.B. principle six?

every human being is trying to avoid a tragic ending to their story

what is S.B. principle seven?

never assume people understand how your brand can change their lives for the better. Tell them