Marketing Made Simple #8: Save Your Customers from Failure
The StoryBrand Podcast
StoryBrand.com
4.7 • 2K Ratings
🗓️ 11 August 2021
⏱️ 5 minutes
🧾️ Download transcript
Summary
A story lives and dies based on one question: Will the hero succeed or will they fail? This is also true for your marketing. You need to tell your customer what's at stake if they don't buy your product. Without clearly showing that failure, your customer has no motivation to make a purchase.
This week, J.J. and April work through the Failure section of the StoryBrand framework and show you:
- Exactly how to talk about failure without overwhelming your customer
- How to breakdown and show the consequences related to not buying your product
- Whether to use short-term vs. long-term failure in your messaging
We also talk with Jessie Congleton, one of our amazing StoryBrand Certified Marketing Guides, who shares how introducing failure in her client's marketing actually inspired customer's to take action and buy during what was typically a slow season. Contact StoryBrand Certified Guide Jessie Congleton directly at ClarifyYourMessage.com/JessieCongleton.
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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.
Our StoryBrand certified marketing guides, like Jessie Congleton, are the best marketers in the world. Hire a guide to help clarify your marketing and messaging at MarketingMadeSimple.com.
Transcript
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| 0:00.0 | For a story to be good, there has to be stakes in the story, right? |
| 0:10.4 | And if you don't know that there's a possibility of failure, then we're not hooked in the story. |
| 0:16.2 | As a brand, you have to identify failure for your customer if they don't buy your product |
| 0:23.1 | to service. What are the consequences that they're going to experience? |
| 0:38.9 | Welcome to the Marketing Made Simple Podcast, where we believe your marketing should be easy |
| 0:43.5 | and it should work. I am your host, Dr. JJ Peterson, and I am joined by my co-host, |
| 0:48.6 | April Sunshine Hockins. Hi, JJ. Hi, April. You were talking to your parents this week, |
| 0:53.7 | and they were saying that they wanted more singing on the podcast. They want so much more singing. |
| 0:57.9 | The people want more singing, which is good because you and I love musicals. That's right. |
| 1:04.8 | We love dancing. We love choreography. In fact, any time that we can throw in choreography or |
| 1:10.8 | dancing anywhere and singing, we're in. In fact, you and our friend, Aaron, came over to my house |
| 1:16.5 | recently, and we watched this incredibly cheesy movie. It was about camp guys. It was about camp, |
| 1:25.1 | and we all grew up at camp, working at camp. It was a musical that brought back the songs |
| 1:31.7 | from our camp days. We were singing harmonies. We wanted to learn the choreography. Amy Grant was |
| 1:38.4 | there. It was so exciting. We had so much fun with it. The experience was an amazing experience, |
| 1:45.6 | because the three of us were almost in tears. How happy we were. But that gives you a little |
| 1:50.5 | insight in our world. But it was actually a horrible movie. It was not great. We had the funnest time |
| 1:58.4 | watching this day. It's crazy to us. Afterwards, of course, you and I literally started breaking down |
| 2:04.8 | the movie. We're looking at story and going, okay, here's how that movie could have been better. |
| 2:10.6 | We both said at the end of the movie, the reason this movie wasn't any good is because there were |
| 2:17.1 | no stakes in the story. You just didn't know what a tragic ending would look like and what we |
| 2:23.6 | were trying to avoid. Exactly. The boy in the movie that was supposed to be the bad boy. He was |
... |
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