Marketing Made Simple #2: Invite Your Customers Into a Beautiful Story
The StoryBrand Podcast
StoryBrand.com
4.7 • 2K Ratings
🗓️ 30 June 2021
⏱️ 21 minutes
🧾️ Download transcript
Summary
In every great story, the main character goes on a journey and by the end she transforms from zero to hero. This is called identity transformation. The same is true for your marketing. When you participate in your customer's identity transformation you are going to win!
This week J.J. and April unpack the first part of the StoryBrand framework, identity transformation, and how you can apply it so your customers feel like they've transformed after purchasing your product or service. April also talks with Macy Robison, one of our amazing StoryBrand Certified Marketing Guides, about how she directly used identity transformation inside the marketing of one of her clients and how it literally transformed their business!
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Every week on Marketing Made Simple, marketing experts Dr. J.J. Peterson and April Sunshine Hawkins give you practical marketing tips rooted in the StoryBrand framework and show you how to invite customers into a beautiful story where they become the hero and you become their guide. And when you help your customers win, you win.
Subscribe to weekly episodes, dropping every Wednesday in the Marketing Made Simple feed! Just search "Marketing Made Simple" on Apple Podcast, Spotify or wherever you enjoy podcasts.
Begin applying the StoryBrand Framework to your marketing by creating your own BrandScript for FREE at MyStoryBrand.com.
Transcript
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| 0:00.0 | One piece that is what we would call like the story arc. It's really almost outside of |
| 0:11.6 | the story brand framework. It kind of sits and guides the whole story. It's called Identity |
| 0:17.2 | Transformation. And Identity Transformation is the idea. In any good movie, a character |
| 0:23.9 | changes their identity literally changes through the story. When it comes to marketing, |
| 0:29.9 | companies that can participate in the transformation of their customers are going to win. |
| 0:47.5 | Welcome to the Marketing Made Simple podcast, where we believe that marketing should be easy |
| 0:51.8 | and it should work. I am your host, Dr. JJ Peterson. I am joined by my co-host, April Sunshine |
| 0:57.7 | Hawkins. Hi, JJ. Hi, bro. How are you? Oh, man, I am so pumped about today's conversation. |
| 1:04.0 | This conversation, well, let me just start with this. You know how much I love being an |
| 1:08.5 | uncle. You know this. It's like one of my favorite things in the world. And one of my proudest |
| 1:13.9 | moments of being an uncle happened very recently is my nieces. They were just creating a flower shop |
| 1:21.4 | that they were going to sell flowers at my parents garage sale. And so they had named their shop |
| 1:26.6 | Lily and Iris's flower shop, adorable name. And they wanted a slogan. And they literally said, |
| 1:32.7 | Uncle JJ, we know that you do branding and marketing. Can you help us? And I almost teared up |
| 1:37.1 | immediately. This is the proudest moment. And so I just started asking them some questions. |
| 1:43.9 | I traded it very seriously. Like it was like I was working with any other company. And so the first |
| 1:49.8 | question I asked was, after somebody buys your flowers, how would you describe them? |
| 1:57.0 | How do they feel? And she goes, um, happy. And I said, great. That's good. And then she goes, |
| 2:04.3 | I said, what else? So there's no wrong answers here. We're just going to come up with a bunch. |
| 2:08.3 | I said, what else? And she said, joyful. And I was like, great. Okay. And I said, so I want you |
| 2:13.2 | to write down happy and joyful. And then I said, I want you to describe the product to me. |
| 2:18.7 | And so they described the product. It was basically like flowers in a jar. And so ultimately, |
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