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Four different stories for your business
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Sep 7, 2021
Here are four stories you should tell in your business. Four stories you should tell in business The Value Story The Founder Story The Purpose Story The Customer Story Check out I am wearing my GoWP shirt but it's hard to see. More info about Copyflight -- https://www.copyflight.com/ Stories that Stick by Kindra Hall https://www.storiesthatstick.com/
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0:01
hey everyone my name is todd jones with
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copy flight and i wanted to do a quick
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video today
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um
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about the four types of stories
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for business so if you know me very well
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you know that i am
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indeed a fan of business storytelling
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and i'm going to talk about that
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uh before i get there i want to go
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through a few things
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first
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one of the common questions i'll get
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along the way it's not often but it will
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come up eventually and it'll be some
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version of this question
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do you use storybrand for your
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copywriting or do you follow
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storybrand from donald miller
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uh that kind of question and so
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um
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the short answer is no
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um well yes
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but
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the long answer is no um and i'll get
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into that in just a minute
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but i have the book i've had the book
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for several years actually bought it
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early on when it came out
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and certainly have read through the book
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i know
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what donald is doing i
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do not have the certification
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so that disclaimer
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for you so i cannot speak to what you
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learn
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uh in this certification course i don't
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know how deep they go into
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uh what they do and i'll get into
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that in just a moment to explain
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some of the reasons i don't have
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uh the certification
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but
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um
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using storybrand for what i do
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um
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there are a few problems with the
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approach um i believe so first of all
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let me just say i think it's an
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excellent book um i think you should buy
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it i think you should read it because
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it's likely going to reset your
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framework work about how you view
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yourself and how you view the customer
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one thing i definitely love about
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storybrand is it helps people reframe
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the fact that
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in your marketing story the primary
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marketing story
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your customer is indeed
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uh the protagonist in the story or the
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hero
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in the story
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now donald takes a chapter from
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uh the hero's journey which is
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originally put forth by joseph campbell
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in a book back in the 60s
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and most people begin to realize what
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the hero's journey was whenever
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filmmaker george lucas said or admitted
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that he used the framework from the
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hero's journey to
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um
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write and produce the first star wars
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epic um
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so it became something that people
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realize with being used in stories when
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you are in movies if you will and then
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stories as well
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and so you can google
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uh hero's journey and see what that
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means
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all the nuances that are in it's kind of
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long actually but it is very
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sophisticated and a very good story
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framework there are other story
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frameworks that are used in movie
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uh storytelling and uh i don't go to
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that now but that is one of the most
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common ones you'll see the uh the hero's
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journey so you'll see that in films like
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star wars and other other films but
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so
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my problems with using this approach
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completely
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for what i do
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um brand storytelling web copywriting um
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first of all it tells one story now it
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is the primary story as i said well ago
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it is the main story
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and i'll get into that in just a moment
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um but it only tells one story and and
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so i think there's at least four stories
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uh i'll get in that later in the
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presentation but i get that from a book
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by kendra hall called stories that stick
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uh the second
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problem i have with using this approach
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is a it doesn't account for voice of
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customer research now
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let me back up and just say as i said
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earlier
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um
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i've not taken the certification
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so i do not know if it does
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goes into this
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in the certification training they may
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go deeper into it and talk about voice
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of customer research but having spent
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time in
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the conversion copywriting world i'll
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learn about voice of customer research
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and the need for it to help decipher the
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language that your target audience is
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using and um
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if you're not careful you will be
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throwing darts at a board trying to hit
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the target because you're you're kind of
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guessing at what should be used
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you need to know what your store or what
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your customer what your target market is
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saying about the solutions and the the
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problems and the solutions that
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you're trying to solve
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so i don't see that
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the story brand from what i can tell
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just reading the book goes into voice of
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customer research very well
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number three um
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it's out of my price range
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not the book per se but the whole
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certification um i've heard
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various amounts of how much the price is
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on the landing page they do not give you
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the price so
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i can only go with what i've heard but
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now can i use storybrand or the
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the hero's journey to do
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uh brand storytelling for your
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your business sure because i have the
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book i have this i have actually gone to
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the book more than once
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and
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has actually used it to some degree
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in some website copywriting that i have
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done so but as far as being actually
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certified i am not because it is indeed
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out of my price range um perhaps one day
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it is something i would be able to
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afford but right now uh it is not
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one final issue that i have
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um
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when you use story brand
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or if i use story brand or anybody's
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using the story brand you're hitching
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yourself to someone else's framework
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nothing wrong with that that is a
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business model that has worked for many
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many people um so people are coming to
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me
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uh
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that i have to depend on the fact that
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they're looking for a story brand
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copywriter or a story brand guide
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whatever the certification is that i get
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and that's fine but the problem is i
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want to
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my own i'd i like to create my own
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framework if you will and i have done so
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and working on a new one actually
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as we speak and
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what i do i want to take brand
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storytelling a little bit broader
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and so for that reason i want to talk
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about uh four stories in business
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storytelling
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and um as i said earlier it comes from
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the book stories that stick by kendra
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hall uh picked it up last year
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absolutely fell in love with it i felt
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like it was a little more comprehensive
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than what i got from story brand
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and
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the other thing is that kendra really
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places an emphasis on
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telling compelling stories and there's a
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whole formula for that as well
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in the book so the book has got an
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incredible amount of content that is
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very very
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uh informational
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um
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very well written because kendra herself
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is a storyteller as is donald donald
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miller is a very good storyteller so
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both books are easy to read because of
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that
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but i think this one is something that i
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have aligned myself a little bit more
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with and let me talk about these four
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stories
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the first one is the value story now
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this is actually what i believe donald
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miller is doing in the story brand
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um
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you are and as kendra says you're
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bridging the value gap
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so one of the analogies she uses in the
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book is the commercial that is called
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titled misunderstood and is a an apple
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commercial
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for the iphone i think it was that back
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in 2013 but is later earlier in the
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decade
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and um
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so
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this involves a scene where there's a
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family
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at the grandparents for christmas and
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everybody's enjoying the snow and
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they're enjoying all the christmas
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activities that's going on everybody's
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super engaged but you have this one
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teenager
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that's over there
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and
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he's on the phone
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he's on the phone the whole time well
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everybody else is enjoying all this
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stuff and the family is just kind of
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rolling their eyes you know he's you
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know he's not tuned in to what's going
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on he's more interested in his phone
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playing his games etc
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well what you find out is on christmas
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morning he puts a presentation he made
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on the phone on the tv
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with a slideshow of everything a little
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video
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probably more than a slideshow a little
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video of everything that they had done
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over the past two or three days
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and um
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everybody was in awe and
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it was one of those commercials where
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almost every time you see it
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you you're wet you have a you have you
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don't have a dry eye because you're
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crying
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um so it's this ideal of bridging that
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story gap and so
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what is the value of something um so if
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someone said people buy the pro what the
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product will do uh they don't buy the
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product they buy what the product will
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do for them
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so
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that's how you bridge the gap
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or you talk about the value so if you
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are struggling with selling something
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you may hear somebody say hey you need
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to
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communicate the value better you need to
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make sure people understand the value
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better
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and i've heard that and i've had the
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same issue myself this is what's talking
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about can you find
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can you bridge that value gap where
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people see that it's more than just a
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product it's more than
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a web page it is something you are
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building for someone is what that
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product or service will do for them this
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is the value story that's the first
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story
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the second one is the founder story this
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is one that you'll see quite a bit it's
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usually uh popular in startup circles in
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fact i've written startup founder
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stories uh when i was working for
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a statewide
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business publication that's actually
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what i did i did founder stories uh not
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all the time but we would do a few their
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feature stories if you will
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they tell the process how the founder
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went from point a to point b and how
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they
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sought to
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solve a problem and how they got to that
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point
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this is a very important story it's one
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that needs to be told is very good for
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helping you with investors and also with
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publicity
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those two things are uh important in
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your
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the the marketing of your business and
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without the founder story
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it can get lost in a shuffle
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the third story is the purpose story
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this one is more or less how your vision
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your missions
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your mission statement your vision and
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your values align with what your company
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is doing you're making that connection
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for people
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so
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you'll see often in fact a very good
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example of this is a local company
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called tacos for life
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who um they sell tacos and but it's more
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than just selling tacos because for
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every i think it's 27 cents that you 23
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27 cents that you spend or they will
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actually pass that on to an organization
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that helps feed starving children in
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third world countries
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i call that the tom's effect because so
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many people do
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that that little social model
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and you'll see that toms does it um
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there's a lot of people who do this kind
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of thing
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and
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it's it's worthwhile but
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every company has a vision they have a
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mission
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they have values
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and you want to tell the story of how
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that purpose
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uh drives your company
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the last one
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is the customer story
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um
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and
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often the customer story and the value
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story are one and the same um
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so you're trying with the value story
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you're trying to show how
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your product or service benefits the
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customer
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so you're telling that story
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you're telling where it comes together
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and in the customer story you're telling
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the actual the same thing really but
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it's think of it in terms of customer
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success story
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um
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so how does your product service change
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the your customers lives uh what is it
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that takes them from
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problem to new normal
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if you're looking at it from a business
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standpoint
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so um
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that is
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uh the customer success story it's the
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same thing i think those are humongous
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in terms of um especially if you're
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talking about from a content marketing
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standpoint it's bottom uh funnel content
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um and so
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and a lot of people use the word case
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study and so case study is kind of the
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bra or the the common term for it but
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sometimes case studies are very data
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driven
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and so you've got to find
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you got to find success story and add
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the data and show how the data
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results in
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success for your customer that's what
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people need
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in your marketing material and though so
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a lot of copywriters do case studies or
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customer success stories
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there's many ways to do it and i
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encourage you to check out a company
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like a case study buddy who does that
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for a lot of b2b companies uh or or gets
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you a copywriter who can write that for
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you so those are the four
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um
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four stories that kinder talks about and
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i believe should be included in your
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total brand story
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um
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uh your total brand story so number one
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is the value story um bridging the gap
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of the value number two is the founder
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story
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number three is the purpose story and
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number four is the customer story so
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um
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that's kind of where i come from the
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four stories
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um and as i said i'm working on a brand
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story framework myself and it will
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include all four of these stories
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so um make sure you subscribe to the
14:51
youtube channel or
14:53
and or subscribe to the email list at
14:56
copy flight and when those things begin
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to roll out
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you'll be able to find out more about
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that uh thanks for listening and taking
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time for any comments leave them below
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if you have any questions uh feel free
15:08
to ping me you can free me you can leave
15:10
a question below in the comments or you
15:13
can pee me on twitter facebook or even
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send me an email
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or
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just any way you can hold me that'll be
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fine and thanks for having a great
15:23
thanks for uh visiting or listening to
15:25
me and have a great day
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