This needs to be re-written

introduction
This document is for the website mainly, as copy is due to be re-written for our pages. I think we should coordinate the communication guide for all marketing material, which means communication in video, audio, Social posts, Case studies, interviews, Lead gens etc.
The following guide is based on a series of books by Donal miller. The book Building a Story Brand was a book I listened to years ago but didn’t take it all in at the time, I re-read it recently.
Re-reading it answered so many questions I had for years on copy writing. The book really has blown me away and I hope these concepts blow you away too. These concepts I believe will help us all understand how we can better communicate with customers, which will lead to sales, and us all getting pay rises.
Donald Miller is a millionaire marketer, and has worked with names such as Intel, Berkshire HathAway, Pantene, etc

if we confuse
we lose
The enemy of Technimove is noise, but not noise from other competitors The enemy of Technimove is noise its the noise that we produce ourselves, through over confusing Confusing our customers is going to cost Technimove money.

messaging. I think we’re done this by answering questions that the customer isn’t asking. When we want to speak to customers we need to stop blasting them with noise. Whilst we should offer value, we need to offer what the customer thinks has value, removing our bias.

Clarify our message
Confusing our customers is going to cost Technimove money. Decision makers may turn to buying from our competition because they have communicated more clearly than we have.
I believe we should communicate using a story format.

Story is the greatest weapon that we have against noise, people engage much more with stories. Stories are told in such a way that makes people want to listen. Stories make music out of noise. We’re either making music or noise.

Should Technimove be using insider language?
Will our customer or decisions makers understand this terminology?
If our potential decision makers don’t understand our insider language this will have a negative impact on the business.

An audience receiving too many message will lose interest, they might even walk out of the cinema. In our world, this means closing the tab for our Linkedin page, clicking next on our Youtube videos.

People don’t buy the best services, they buy the services they can understand the fastest.

  • Confusing our customers is going to cost Technimove money.
  • I believe we should communicate using a story format.
  • Story is the greatest weapon that we have against noise We’re either making music or noise.
  • Should Technimove be using insider language?
  • Will our customer or decisions makers understand this terminology? An audience receiving too many message will lose interest,
  • People don’t buy the best services, they buy the services they can understand the fastest.

story in a nut shell

The hero
The hero that wants something, and encounters a problem.
At the peak of their despair, a guide comes along offers a solution and helps to take action.
That action helps them avoid failure and ends in success.

You’ll see this in almost all stories, leaving this formula we’ll end up in noise, and we’ll end up in confusing the customer. Our customer should be the hero in our brand story.

How do we make the story clear?
At any point in a film we should be a able to answer the following

  1. What does our hero want
  2. Who or what is opposing what the hero wants
  3. What does life look like if he does or does not get what he wants
    If you day dream when you’re watching a film its most likely because you can’t answer one of these questions.

principle 1
Our customer should be the hero in our brand story.
We can place ourselves as Ben Kenobi with our customer Luke Sky Walker
We have to understand our customer, understand what they actually want.
Unless we invite customers into the story they want, they will never feel apart of the story we’re telling and go to find another story other businesses are telling.

principle 2
Customer has a problem.
They want something that creates peace in their life.

principle 3
Problems the hero faces
Problems often have three levels, External, Internal, and Philosophical.
External problems deal with the basic need of the physical world. Internal Problems deal with the question “What does it take to overcome
this problem?” and “Do I have what it takes to overcome this problem?”
Philosophical problems. This deals with the internal battle between right and wrong.

principle 4
The hero our customer meets a guide (us Technimove)
They are looking for a guide, not another hero, so we must be the customer’s guide.
If we come across as the hero, to our customer they think that the lime light is taken away from them, that you’re both competing together.

principle 5
We Technimove give the customer the plan.
In every story a guide is used to give a plan, which will be a few bits of information that will help the hero on his way.
For example: In our case this might be as simple as

  1. Schedule a call.
  2. Your DC migration spec’d. 3. Your migration is complete.
    For Luke its how Ben teaches Luke that he needs to trust the force.

principle 6
For this I could do with talking to Ochea failing that, Andre or Peter.
This principle helps them avoid failure.
Every human being is trying to avoid a tragic ending.
Will the guy get the girl, these are the kind of problems our hero faces.
We have to show customers the result of not doing business with us.
We need to tell the customer what they get going with our competitors, to show our competitors in a negative light. A little big of fear can persuade customers in an ethical way to purchase descisions with us.
If we don’t analyse every part of our customers story they will feel like we don’t care, and they will go to a competitors brand that does take the time to care about the customer.

brand story
start :

The hero in any film starts their journey with ambition. Defining what your customer wants, can this brand get me what I want, Short and sweet headlines in the landing page’s copy. Some headlines that are the custom- ers ambitions could be:
Landscaping
“A yard that looks better than your neighbours”
Caterer
“A mobile find dining experience in the environment of your choice”
Financial adviser
“A plan for your retirement”
Fine dining restaurant
“A meal everyone will remember”
Real Estate agent
“The home you dreamed about”
Book store
“A story to get lost in”
Breakfast bar
“A healthy start to your day”

We can’t mention the 267 things we offer, we can’t mention everything because it will confuse the customer’s journey. This is cluttering the story with too many ambitions. Choose a desire that is relevant to the customer
This is confusing
“Inhale knowledge exhale excellence”
This is clearer
“Helping you become the leader Everyone loves”
Define something that our customer wants. Can our customers repeat back to us what we offer. We can brainstorm potential desires the customer thinks we can fulfil. The more we talk about the problems the customer has the more interest they will have for us.

the villain
For time management: The villain can be distractions
The villain should be relatable: People should immediately realise they
should hate this
The villain should be singular: One villain should be enough otherwise the story falls apart due to a lack of clarity
The villain should be real: There are plenty that are real

the guide
Every hero is looking for a guide
Luke had Ben

Young brands often position themselves as the hero and not the guide.
Brands like Garry Vee, Grant Cardone, are real world examples of guides for entrepreneurs.

The 2 characteristics of a guide

  1. Empathy
  2. Authority

A guide understands the pains of the customer. When we emphasize with the customer, when we understand the customer we create a connection with the customer, mostly we create trust.
Every human wants to be seen heard and understood Empathetic statements start with
“We understand how it feels”
“No body should have to experience” “But like you we are frustrated by”

Toyota
“We care about your Toyota”

A customer won’t know we care until we tell them, and its great we have.

Let customers know we see them as we see ourselves, customers want a brand that is like them. Commonalities in music, and films help create a connection. So this needs persona research.
A guide needs to have serious experience helping other heroes previously, allowing for more trust from the customer.
Expressing authority
1 Testimonial, start with 3 Testimonials, otherwise you come off as the hero.
2 Statistics, how many clients have we helped.
3 Awards (near bottom of the page).
4 Logos of other brands that we have worked with.
Customers trust a guide that has a plan
Defined their problems, increased intrigue Introduced us as the guide, by showing empathy

The plan creates clarity
Once the plan is read and understood, the customer is more likely to buy, we need to remove all confusion for the customer to make a buying decision, or at least the decisions to schedule a call.
At least 3 steps and no more than 6
When we bombard people with information we decrease the chance of them buying
Creating a plan like this makes it’s more simple and more likely to buy form us.
What fears do customers have about our industry?
Call them to action
Customers do not take action unless they are told to take action
Call now don’t delay, people need waking up at the end of the advert We need to be bold in asking for action
Make our calls to action clear so people know exactly what they need to do, we think customers read our minds,
Call to action on parts of the page
Create a call to action button in the top right
Create a call to action button at the bottom of the page
While customers don’t have ESP, we don’t want to beat our customers over the head either.
When we don’t ask for the sale we don’t believe in our products,
When we’re confident in our product we want people to buy our product
Transitional calls to action Webinar
Email newsletter sign up White paper
Case study
These transitional calls to action should be at the bottom of each of the landing pages. Blog posts that we write should also include generic lead gens that are associated with the blog post subject matter.
Are we just asking the customer to marry us straight away, can we keep asking the customer to date us before we ask to marry them?
Example of a call to action
“If you are worried about a presentation we can help you make a grand slam”
One obvious button is the call to action
Call today
Schedule an appointment
Putting these into the email signatures
Our lead gens weather video or pdf should have a more direct call to action to more the customer along.
Free information + call to action once information is digested = more sales
Discussion between sales and marketing.
Which call to action needs to be obvious in all our marketing material? Which transitional calls to action can we have in all our marketing material?
Nightmare ending
Every human being is trying to avoid a nightmare ending
Brands need to answer the “what would happen if you don’t do X”
If there are no steaks there is no story
Fear can create attitudinal change which can lead to sales
“You’ve worked too long not to spend time with your grand children” “Hidden fees”
Inspire and captivate our audience.
Nike:
Inspiration and innovation to every athlete
Our customer needs a happy ending
It’s important to show that our customers are happy through the use of photography, engaging with our engineers etc.
Promise an aspirational identity, solves a problem for the customer,