Another book review! This time we're unpacking the highlights from Building a Storybrand by Donald Miller and sharing why clear storytelling works as a sense-making device to grow your YouTube channel, business, or anything else.
See the full episode summary & show notes here.
If you have just a YouTube channel, do you need a brand? YES!
-- In 2018, knowing how to clarify a brand message is more important than ever. It doesn't matter if you're a business or a content creator.
Biggest Immediate takeaway from the book - "Clarity"
-- Tagline is "Clarify your message so customers will listen.
-- "If you confuse, you lose."
-- Sort of ties in with "1 True Thing." Too much noise turns people off to your brand.
-- We live in a time know where just being creative and different isn't enough to set you apart from the competition.
-- If you have a good product, a good channel, good videos but you're not growing....you need to evaluate how you're communicating to your customers/audience.
There's an enormous competitive advantage in the marketplace if you can say very quickly what it is that you do in such a way that everybody who hears you says, "I need that!"
Steve Jobs ousted from Apple example: Steve was a tech geek and took out a 9 page ad to promote the Lisa computer. Obviously, this bombed. Spent time with John Lasseter and Pixar who taught him how to tell stories clearly. He came back with: "Think Different"
How do we solve our communication problem?
To mitigate confusion, creating a narrative "story" helps to simplify.
There are few things that are universal: good music, good food, and good stories.
What does it look like:
--Your customer is the hero, not you.
Has a Problem
-- If you're a YouTuber, what is your audience's "problem?"
--- They don't know how to be a beekeeper, they want to be entertained?
And Meets a Guide
-- Customers don't want another hero to help them, they want guides
Who Gives Them a Plan
-- Customers trust guides who have plans
And Calls Them to Action
-- Bodies at rest tend to stay at rest, so do customers."
-- Don't just assume your customer will react to your content.
That Helps Them Avoid Failure
-- Visualizing the cost of failure is equally as important as communicating what success looks like.
And Ends in a Success
-- But... It's absolutely critical to nail a compelling picture of the "promised land." People need to understand how their transformed life can look after your help!
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