Good Stuff! StoryBrand

Folks running for office, especially our wonderful citizens running for local county offices, business owners, and any of the rest of us who what to persuade people to listen, I’ve got something for you.

I will bet that most of you aren’t aware that you’re muddling your message and losing votes, sales, and converts to your causes.

Of course, maybe you’re way ahead of me. I thought I knew what I was doing. I have a master’s degree in business, spent a few years in business consulting, have created a few small startups, and currently am a product manager for large software company. Despite all of that, I had somehow missed something vital. Something simple and powerful. Something that has a dramatic effect on sales, votes, and converts. On getting people to even listen to what I had to say.

And I’m not alone. I saw another company struggling with it this weekend.

On Saturday I went and watched the latest Marvel movie at a theater in Logan. One of the pre-movie video ads was for a local company called Conservice. I don’t know how many thousands of dollars they spent on the ad they played. Or how much they spent on the many other ads we’ve seen over the years. But when it finished, I turned to Nellie and said, “I still don’t know what that company does or why I should care.”

“I know,” she said. “I know.”

We were both baffled. After years of seeing their ads, we still have no idea what they do, how it would make our lives better, or what action we should take to use their service.

They have wasted thousands and thousands of dollars on their marketing.

There’s another local company that advertises during those pre-movie slots. It’s called ARS. I saw one of their ads this weekend as well. But it only reminded me of what I already know. I know exactly what they do, how it would make my life better, and what action to take.

If you have a flood, fire, or plumbing backup—whatever—they clean it up. “Got a mess? Call ARS.” That’s their one-liner.

If I ever have a mess, I will call ARS. I will never call Conservice. I have no idea what they do.

What’s the difference here?

Clarity.

And what generates that clarity?

A complete focus on the customer. The ARS ads are all about the customer and their problems and needs.

The Conservice ads, on the other hand, are all about Conservice. We’ve been in business for x years. Here’s what our building looks like. Here’s a worker planting a bush. Blah, blah, blah.

The ARS ads are all about me, the guy in the theater seat, the thing I want and the problem I have. ARS features me as the hero in my own story. They present themselves as the helper—the Yoda or Gandalf or Haymitch who helps the hero get what they want. You got a mess? We’ll help you.

The difference in the power of the two ads is night and day.

Of course this means it’s been verified that I’m a dolt. After all the years in business and education, I should have known this. But the surprising truth is that I’m not alone.

I look at the marketing we do at the billion-dollar company I work for and see this same issue everywhere. Millions of dollars spent on muddles. I look at company websites on the internet and see more muddles. I recently listened to pitches by many of our local citizens running for office and saw the same thing. It seems this communication muddle afflicts a lot of us.

About five years ago, when I began investigating an idea for a new company, I came across the Lean Startup method pioneered by a guy at Stanford and began to see the light. But a few months ago, the curtains were completely pulled aside to let in the sunshine. And wow! What a revelation.

If you want to get people to listen, you have got to hear what Donald Miller has to say. He’s consulted with thousands of companies on how to clarify their message so people will listen. His framework and method make clarifying your message so easy.

He calls it the StoryBrand framework, and it’s brilliant. What it does is help you clarify your message so that a customer or voter or whoever will know within three seconds:

  1. What you offer
  2. How it will make their life better
  3. And what action they should take if they are interested

But it goes beyond that. It helps you actually define what you should be offering in the first place. It’s a powerful product development tool. I’ve started using this in all my business efforts. And in my training and presentations.

For example, I just used it to develop a presentation I delivered at a huge writer’s conference last week. The results were that after the presentation, I had a line of people wanting to thank me. I had people telling me I made them cry. Others wanted to give me a hug. They were grateful. I had people tell me it was the best presentation of the conference.

This was not because I’m brilliant. I’m a dolt, remember. It’s because I used the StoryBrand framework to focus on those people. Their needs. Their problems. Their aspirations.

If you’re running for office, if you have a business, if you want to persuade anyone to do anything, then let me recommend you listen to this guy and learn about this framework.

Get the revelation. Get out of the muddle. And get people to listen.

And when you’ve finished the Miller stuff above, read How to Write Copy That Sells by Ray Edwards, the guy who has partnered with Miller. It’s all about clarifying your message as well.

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  • How to be a hero in your own house

    I have four daughters.

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    So for the last few years, we’d blast with Drano and then still have to stand up to our calves in water when we took a shower. Or wait as the sink decided it might finally slowly empty and leave soap scum, whiskers, and toothpaste on the sides for everyone’s viewing pleasure. And then we had to do the slow clean (I hate the slow clean).

    Recently, I was strolling along in a hardware store and saw this.

    Zip-it drain cleaning tool

    Click on the picture. Get a good look. I bought ye handy yellow flex sword. And I did verily slay the monster lurking in every drain in our  house.

    I am the MAN!

    If you have drain issues, let me suggest you be the hero and buy your own sword. It’s called the Zip-It drain cleaning tool. If you’re a weird-o, in addition to being the hero, you can also use it to draw forth disgusting things to scare nieces and nephews with. Just saying.

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  • Good Stuff! Mitty, Non-Stop, and The Winter Soldier

    the-secret-life-of-walter-mitty-poster-bigThe previews for The Secret Life of Walter Mitty didn’t look interesting at all. Furthermore, I’m not the biggest Ben Stiller fan. He’s a fine actor; I just haven’t been in the audience for a lot of his movies. Then someone I know recommended the film, and I decided to give it a go with Nellie.

    We didn’t have high hopes. I mean, look at the movie poster. Does that get you excited? She thought it was going to be dumb. I thought it was going to be dumb. But after five minutes, we found ourselves enjoying the characters and story. We finished it, both of us absolutely delighted. I liked it so much I corralled my two daughters into watching it with me. Then I watched it again. I think I watched it four times total. And I enjoyed it as much, maybe more, each time.

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    * * *

    non-stop-movie-posterThe previews for Non-Stop with Liam Neeson and Julianne Moore looked great. I’m happy to report that it was every bit as good as the previews promised.

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    * * *

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    If you liked Iron Man and Iron Man 3, I think you’ll enjoy Captain America: The Winter Soldier.

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  • Flaming Gorge, Ticket to Ride, Thai Evergreen

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    • Bring good water shoes that have a sole with traction and netting to keep gravel out. (I got a pair at Wal-Mart that made the whole ride wonderful.) Also bring a hat and sunscreen. If you wear a cotten tee-shirt and quick drying shorts you’ll enjoy the ride even more.
    • We stayed at the Flaming Gorge Resort the night before our run. It’s been around a while and the condos showed it, but it wasn’t bad. The condos had a kitchen. And the restaurant had large servings of good food.
    • You might also want to bring a way to transport the raft inflated. We put ours on top of the minivan and had no problem taking it to and from the rental shop. However, I wished I had learned the trucker’s knot. The knots I tied cinched up into nasty snags that proved very difficult to untie.
    • Bring two vehicles or a bicycle. The businesses there charge close to $50 to shuttle your car the 9+ miles between the launch below the dam and Little Hole. That was outrageous to me. Next time we’ll bring a bike, lock it up by Little Hole, and have one of us bike back for the car. Or you can park half way inbetween at Dutch John after you’ve launched your raft and make the hour walk down. Of course, if you’re an early riser, the rental shop in Dutch John offers a $20 shuttle from Little Hole to the Dam, but only at 8:30 AM and 9:30 AM.

    *

    While in Provo this year for the Freedom Festival I purchased Ticket to Ride (European version). I wanted to do more than walk around or swim at the pool with the family. It was an excellent purchase and recommendation from the folks at Games People Play in the Orem mall. Of course, the kid at the store had played everything in the store and knew just where to steer us. It only took a few minutes to figure out how to play and everyone from the 6 year old to both Nellie and I had fun. It’s so fun we’ve played it a number of times since we got back.

    *

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  • The MT Sandwich, To A Dying Girl, Bloody Jack

    you-MOM-ee

    I used to move along the salad bars, looking at the mushrooms, and think: they’re vegetable Styrofoam! Who ever thought eating mushrooms was a good idea? My answer, of course, was it must have been some starving dude lost in the woods who found they were easier to chew on than bark.

    Such were the days of my ignorance. Because while raw mushrooms are fairly bland, sautéed or grilled mushrooms are worthy of a passionate, say it slowly, “oh my freaking heck” (hey, I live in Utah).

    I now love mushrooms. And I’ve found they very easily replace tasty meats. Probably because they have loads of the fifth basic taste—umami (you-MOM-ee)—just as meats do. I know some of you are thinking, “hold on, didn’t I learn that the tongue can only taste four things?” That’s indeed what you learned. But you were wrong. In 1985 scientists discovered we have a fifth taste, popularly referred to as savoriness, that’s been sitting on the tongue with the sweet, sour, bitter, and salty all along. In fact, humans get their first experience with it in momma’s milk.

    But cooked mushrooms not only taste good, they are also actually good for you. They help safeguard against cancer, boost the immune system, supply hard to get nutrients, and can help you cut calories and saturated fats by, as I said before, moving some of the meat off the plate.

    With all this goodness it’s hard not to see new opportunities for consumption. And indeed I found one. I love a good BLT (bacon-lettuce-tomato sandwich, for any troglodytes who read this column), especially when the bacon is crispy and the tomatoes have some sass or a little feta cheese to accompany them. But one day while partaking of some of my fungus friends, my mind was expanded, and I thought: why not replace the bacon with some sautéed mushrooms? Why not, indeed?

    I replaced. I partook. And rejoiced. Then I ate my MT (mushroom-tomato) for lunch three more days in a row (I also found if you must have crispiness, two Sun Chips added to the top of the sandwich do the trick nicely).

    Do not disdain the fungus. Cook the little guys up and devour them with some well placed oohs and aahs on an open-faced MT.

    “To A Dying Girl”

    Clinton F. Larson was a poet who taught at BYU. I remember him coming in to read during one of my classes, but he soon retired, and I was never able to take any of his classes. How sad I am that I could not learn from him because he had much to teach, as evidenced by some of his poems. Here’s one of my favorites.

    To a Dying Girl

    How quickly must she go?

    She calls dark swans from mirrors everywhere:

    From halls and porticos, from pools of air.

    How quickly must she know?

    They wander through the fathoms of her eye,

    Waning southerly until their cry

    Is gone where she must go.

    How quickly does the cloudfire streak the sky,

    Tremble on the peaks, then cool and die?

    She moves like evening into night,

    Forgetful as swans forget their flight

    Or spring the fragile snow,

    So quickly she must go.

     -Clinton F. Larson

    The first reading fills the mind with vivid images and a sense of beauty and sorrow. Subsequent readings deepen the feeling. Especially when we reflect a bit on the three images he evokes of passing from life into death. First, the black swans arise to fly south for winter: graceful, beautiful, and dark as death. They’re the girl’s own harbingers, maybe her guides, coming from mirrors, reflecting in the depths of her eye. The second image presents fleeting grandeur and beauty with the stunning cloudfire that often awes us as the sun sets. Isn’t death the time we most value life? The time when, like cloudfire, it burns in glory and beauty and then is gone? The last image presents another image of passing, but not one of loss. It’s not a transition to blackness or cold or bitter loneliness, but of winter passing to spring. Of a fecund beginning.

    Of course, there are other things the lines and images evoke. This isn’t a poem to be wrapped up in a tidy bow. Poetry is meant to be felt, not dissected like a dead animal. In the end, that’s what Larson delivers: sorrow, loss, and hope all wraped in the music of his rhythm and words. Beautiful.

    A Great Read

    Sometimes a book’s beginning is so good you can’t not purchase it. Here’s one that forced my hand.

    “My name is Jacky Faber and in London I was born, but, no, I wasn’t born with that name. Well, the faber part, yes, the Jacky part, no, but they call me Jacky now and it’s fine with me. They also call me Jack-0 and Jock and the Jackeroe, too, and, aye, it’s true I’ve been called Bloody Jack a few times, but that wasn’t all my fault. Mostly, though, they just call me Jacky.

    “That wasn’t my name, though, back on That Dark Day when my poor dad died of the pestilence and the men dragged him out of our rooms and down the stairs, his poor head hanging between his shoulders and his poor feet bouncin’ on the stairs, and me all sobbin’ and blubberin’ and mum no help, she bein’ sick, too, and my little sister, as well.

    “Back then my name was Mary.”

    The book is a historical novel by L. A. Meyer called Bloody Jack. It tells the tale of Mary Faber, who is orphaned in London in the early 19th century and survives only by joining a street gang and then, posing as a boy, the crew of a ship. On board, she has to hide who she is and avoid the many perils of ship life.

    The book is delightful, transporting the reader to the time and place with excellent details and a style that evokes the speech and times. There’s humor, danger, adventure, and an interesting cast of characters. I recommend it highly. If you end up loving it as I do, you’ll then be happy to know this is only Jack’s first adventure.

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  • |

    Slush I Read by Jim C. Hines

    Laughs are lovely. I just came across this wonderful parody by novelist Jim C. Hines which will give you a few for free. Enjoy!

    Slush I Read
    by Jim C. Hines

    (Apologies to Seuss)

    I read slush.
    Slush I read.

    That slush I read.
    That slush I read!
    I do not like that slush I read.

    Do you like fanfic with vamps?

    I do not like them Mary Sue.
    Why do these vamps all worship you?

    Here’s a tale from D & D!

    I do not want your D & D.
    I do not like your elf PC.
    I can not stand your purple prose.
    I want to punch you in the nose!

    Would you like a hot sex scene?
    I wrote it for my online ‘zine!

    Go to Hines’ site and read the rest right now

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  • Short Reviews: Icefall, Gravity, 42, Z, and Lynda.com

    The last few weeks I’ve been burning the candles at both ends with publication tasks. So no time for long reviews, but I still wanted to share.

    Icefall by Matthew KirbyIcefall by Matthew Kirby

    Wow. I loved this book. LOVED IT! It’s Norse historical fiction. A war is coming, and the king sends his children away to a remote fjord steading to keep them safe. He also sends a number of trusted warriors, a company of beserkers, a cook, a thrall, and a skald. But the fjord isn’t remote enough.

    It’s a fine tale full suspense, wisdom, surprise, and two lovely character arcs. It’s told from the point-of-view of Solveig, the king’s plain daughter. And her voice and the details Kirby includes totally transported me to their world. A wonderful tale, wonderfully told.

    Gravity

    I don’t know if I like 3D very much, but Bullock and Clooney do a marvelous job. Do you remember Tom Hanks in the excellent Castaway where he’s marooned on a tiny island? This is Bullock’s Castaway, except the physics of space are deadly. A great film.

    42

    This film is about Jackie Robinson, the first Black man to play in the White leagues of American baseball, and recounts his first year. It stars Harrison Ford as the owner of the Brooklyn Dodgers, the guy who is determined to bring Blacks into the game he loves, as well as Chadwick Boseman who is new to me. I watched this with the whole family, and we were all enthralled. What a great story.

    World War Z

    I not a big zombie fan. So for me to recommend this means it had to be good. It was good. A delicious thriller with plenty of scare. I really liked the thriller feel to this. My wife and two youngest daughters sat on the couch holding each other’s hands. I sat in my La-Z-Boy throne heart pumping with the action.

    Lynda.com

    As I mentioned above, I’ve been working hard trying to get my books out the door. (Please, boys, just get out! It’s time for you to make your way in the world!) I’m using Adobe InDesign to format them for Kindle and EPUB, but I barely know the program. That caused some big problems. But then I subscribed to Lynda.com–a training website. I can’t tell you how happy I am that I did.

    For $25 per month (and you can just subscribe for one month), you get access to hundreds of high-quality online classes recorded by experts. Each class is usually a few hours long, made up of videos that are usually each shorter than ten minutes. The site allows you to create playlists of various courses you want to take, makes recommendations, and lets you know which videos in a class you’ve watched. It also includes a verbatim transcript so you search for the part of the video that’s interesting to you.

    The workhorse I’ve been using is “InDesign CS6 to EPUB, Kindle, and iPad” by Anne-Marie Concepcion. It’s 7.5 hours long.  I’ve also been referring to parts of “InDesign CC Essential Training” by David Blatner and “Creating Long Documents with InDesign” by Mike Rankin. And I have 16 other courses in my playlist that I can’t wait to get to like “Designing a Book Cover” by Nigel French and others on graphic design, typography, and logos.

    If you need training on some software product, go out to Lynda.com and see if they have a course for you.

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