#130: Aaron James—How to Define What Your Customer Really Wants

Business Made Simple Podcast

StoryBrand.ai

Marketing, Story, Bmsu, Businessmadesimple, Brand, Business, Bms, Storybrand, Entrepreneurship, 474622, Storytelling

4.8 • 2K Ratings

🗓️ 7 January 2019

⏱️ 52 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

What are you selling? Your quick answer may be “real estate” or “jewelry” -- but to really connect with customers, you need to understand the deeper value you offer them. You don’t sell real estate, you sell peace of mind. You don’t sell jewelry, you sell confidence.

Join us on this episode for a deep dive into defining what your customer really wants. First, Don and JJ talk about why we need to understand our customers’ desires. Then, Don interviews advertising executive Aaron James about real-world ad campaigns that have done just that.

If you want to give yourself a big advantage as we start 2019, this is the episode for you!

Transcript

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0:00.0	Welcome to the Building of Story Brand Podcast, where we believe if you confuse you'll lose,
0:12.4	noise is the enemy and creating a clear message is the best way to grow your business
0:16.2	I'm your host Donald Miller. I'm joined by my co-host J. J. J. J. It is 2019
0:21.9	Happy New Year!
0:23.0	That's one year bigger than last year.
0:25.0	It is.
0:26.0	You know how to inspire.
0:30.0	Kick things on with inspiration. We are in the future. We are in the future.
0:34.0	I know!
0:35.0	That's what just happened.
0:36.0	I know.
0:37.0	We never thought it would happen.
0:38.0	I didn't think it would happen.
0:39.0	We are going to start the year with seven consecutive episodes, each going through one element
0:46.6	of the Story Brand Framework.
0:48.8	And we get great reports on what the framework is doing for people.
0:51.2	If you're wondering, what is the Story Brand Framework? It's a framework that helps you clarify
0:54.6	your message so that you can create better marketing collateral. Each piece of the
0:58.8	framework and there are seven parts of them have major paradigm shifts that help you think about business and do business
1:04.5	differently. So the first seven episodes of this year we're going to go through the
1:08.5	framework. We have a guest that's going to talk to us about some element of each part of the framework.
1:14.1	But we're going to practically give you something you can do to grow your business at the end of each
	...

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