Donald Miller Explains How To Talk About Your Business So Customers Will ListenIn today’s fast-paced, information-overloaded world, businesses face an uphill battle when it comes to grabbing and maintaining customers' attention. With a constant bombardment of marketing messages, customers often feel overwhelmed by choices, making it difficult for even the most innovative businesses to stand out. Donald Miller, the renowned author of Building A StoryBrand, understands this challenge deeply. Even after selling millions of copies of his book, he found himself struggling to fill seats during a speaking tour. Reflecting on this, Miller realized that excelling at writing an entire book was one thing, but getting people to care enough to attend an event was an entirely different skill.

In his words, "I learned that I’m good at writing the 300 pages but not very good at writing the sentence that makes you want to read the 300 pages." This candid reflection speaks to the heart of an issue many business owners face—knowing how to communicate the value of their products or services in a way that makes customers engage and, more importantly, buy.

Why Clarity Beats Creativity Every Time

Do you know how to communicate your business’s value so customers buy again and again? If not, you’re not alone. Many businesses make the mistake of focusing too heavily on creativity and cleverness at the expense of clarity. Miller emphasizes that no amount of money spent on branding, logos, or a flashy website will make a difference if your message isn't crystal clear.

So, why does clarity matter so much?

Miller argues that the human brain is wired for survival and efficiency. We have two primary goals:

  1. Survive and thrive
  2. Conserve energy (calories)

We don't have the time or mental bandwidth to process complicated information, which is why simplicity and clarity are vital. If your customers are confused about what you're offering or how it helps them, they will move on, and you’ll lose potential sales. Clear communication is not just about making your message easier to understand; it’s about aligning your business’s value with your customer’s innate desire to survive and thrive with minimal effort.

The Power of Storytelling in Business

Miller’s solution to cutting through the noise is both timeless and effective: storytelling. Humans are drawn to stories because they simplify complex information and make it relatable. We binge-watch TV shows and read novels because we are wired to respond to narratives. Miller explains that businesses should tap into this natural inclination by framing their marketing messages as stories.

Let’s explore a simple example: You meet two individuals at a cocktail party, both of whom are at-home chefs. You ask the first person, “What do you do?” They respond, “I’m an at-home chef.” You may follow up with questions about their culinary education or favorite dishes, but there’s little emotional engagement.

Now, you meet the second chef and ask the same question. They respond, “You know how most families don’t eat together anymore? And when they do, they don’t eat healthy? I’m an at-home chef.” This response immediately grabs your attention because it addresses a real problem. The second chef tells a story about solving a problem that resonates with potential customers, making them more memorable and appealing.

Breaking Down the StoryBrand Framework

Miller’s Building A StoryBrand framework focuses on making your customer the hero of the story, while positioning your business as the guide that helps them achieve success. Every good story follows a structure, and the StoryBrand approach is no different. Here’s how to break it down:

  1. Identify the Hero’s (Customer’s) Problem
    Spend the majority of your messaging addressing the customer’s pain points. When someone asks, “What do you do?” don’t dive into the specifics of your products or services. Instead, talk about the problem your customer faces. According to Miller, you should spend 75% of your time highlighting the customer’s problem because that is what motivates people to take action.
  2. Introduce the Guide (You)
    Once you’ve identified the problem, it’s time to introduce yourself as the guide. But being a guide isn’t just about having the solution—it’s about showing empathy and competence. Miller emphasizes the importance of listening to your customer’s struggles and demonstrating that you understand their pain. Then, present yourself as the solution by offering a clear plan that will guide them out of their predicament.
  3. Present a Clear Plan
    After establishing trust and empathy, you need to present a straightforward plan of action. This could be a direct call to action, like “Buy now,” “Schedule a consultation,” or “Sign up today.” Whatever the action, it must be easy for the customer to understand and execute. In storytelling terms, this is the moment when the hero is challenged to take action that will lead to their success.
  4. Make It Simple and Repeatable
    Your message should be distilled into simple, repeatable sound bites. According to Miller, if your message isn’t easy to remember, it won’t stick. Customers need to be able to quickly grasp what you do and why it matters. The beauty of the StoryBrand framework is its ability to communicate complex ideas in a way that the human brain naturally understands. By focusing on clarity, simplicity, and storytelling, you’ll capture attention, build trust, and drive sales.

Using Story to Drive Customer Engagement

When businesses tell their story in a way that centers on the customer’s needs and challenges, they become much more than just a company offering a product or service—they become a trusted guide in the customer’s journey. A compelling story doesn’t just inform; it resonates emotionally and inspires action.

For example, consider the story of Apple. Rather than focusing on product specs, they consistently tell a story about challenging the status quo and empowering individuals to think differently. The customer becomes the hero, and Apple is the guide that provides the tools to help them on their journey. This narrative is simple, clear, and deeply compelling, which is why it works so well.

Common Mistakes Businesses Make in Messaging

It’s easy to fall into certain traps when crafting your message. One common mistake is making the story about your business rather than the customer. While you may be excited to talk about your innovative features or the history of your company, your customers are primarily interested in how you can solve their problem.

Another pitfall is using overly technical language or industry jargon. While it may showcase your expertise, it can alienate customers who don’t understand those terms. Always aim for simplicity and clarity.

Finally, many businesses are afraid of being too direct when asking for the sale. But, as Miller points out, a clear call to action is essential. If you don’t challenge your customers to take the next step, they might not.

How to Apply the StoryBrand Framework

Applying the StoryBrand framework to your business is a process of refinement and clarity. Here’s how you can start:

  • Audit your existing messaging: Look at your website, social media, and marketing materials. Are you talking about your customers’ problems, or are you focusing on your products? Shift your focus to the customer.
  • Craft a simple, clear message: Use Miller’s formula to create a concise and repeatable message that clearly communicates what you do and how it helps your customer.
  • Test your message: Once you’ve refined your message, test it out in conversations and marketing campaigns. Are customers responding? Are they engaging with your content more? Use feedback to fine-tune your approach.

By putting your customer at the center of the story and positioning your business as the guide, you will cut through the noise and capture your audience’s attention.