How it works:

A Hero...

Instead of telling our story, we want to invite customers into a story. To do this, the first thing we need to do is identify something they want. A story starts when the hero (customer) wants something. We must stimulate a desire in our customer or stakeholder by identifying something they want.

has a problem...

A story hooks the audience when the main character encounters conflict. Similarly, our customers or stakeholders will only come to our website or listen to our sales pitch if we’ve identified their problem. By defining their problem and stating it clearly, we cause our stakeholders to move toward us and engage us in business.

and meets a guide... 

Characters in trouble can’t solve their own problems, otherwise they’d never have gotten into trouble in the first place. Because of this, heroes encounter a guide who helps them win the day. Similarly, customers aren’t looking for other heroes. They are looking for a guide to help them. For this reason, you never want to play the hero and you always want to play the guide.

who gives them a plan... 

At this point in the process, customers have identified us as their guide, but they aren’t going to place an order. Why? Because it’s the first time in the journey they are at risk. They could lose time, money, and even respect. They are worried and possibly scared. By giving the customer a plan, you give them baby steps and essentially say “It’s easy to work with us. Just take these steps.” Giving a customer a plan dramatically increases their engagement.

and calls them to action... 

Customers must be called to action. Unless we challenge people to take action, they won’t. This means our calls to action must be crystal clear. Have we defined exactly what we want our stakeholders to do? If not, they won’t take action. Nobody can read our minds. We have to call them to action clearly.

that leads them away from failure and ends in success!

People are either motivated to avoid failure or experience success. In our communication, we must define what is at stake for our customers if they do or don’t take action. Could they lose money? Could their health be at risk? Define what your customers or stakeholders could lose if they do not engage your business.

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People move toward a vision of success and if we do not cast that vision for them, they will not know what direction we want them to move. We must clearly define what a customer or stakeholder’s life will look like if they engage our business.