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Brands must address customer's internal struggles from "summary" of Building a Storybrand by Donald Miller
As businesses, we often make the mistake of assuming that customers buy products or services for purely practical reasons. We believe that if we simply explain the features and benefits of what we offer, customers will rush to make a purchase. But the truth is, customers are not just looking for a solution to their external problems; they are also searching for something that will address their internal struggles. These internal struggles are the fears, insecurities, and uncertainties that customers grapple with on a daily basis. They may be worried about not being good enough, not fitting in, or not living up to their own expectations. And when they come across a brand that speaks to these internal struggles, they are more likely to feel a connection and trust that brand. By understanding and addressing these internal struggles, brands can create a deeper emotional connection with their customers. They can show that they understand what their customers are going through and are here to help. This not only builds trust but also sets the brand apart from competitors who are only focused on selling a product or service. When brands address customer's internal struggles, they are able to tap into the power of storytelling. They can create a narrative that resonates with customers on a personal level and makes them feel seen and understood. This emotional connection is what drives customers to take action and ultimately make a purchase. In order to effectively address customer's internal struggles, brands must first identify what those struggles are. They can do this by conducting market research, talking to customers, and listening to their feedback. Once they have a clear understanding of what their customers are going through, they can tailor their messaging and branding to speak directly to those internal struggles.- Brands that take the time to address customer's internal struggles are able to create a more meaningful and impactful connection with their audience. They show that they care not just about selling a product, but about helping customers overcome their fears and insecurities. And in doing so, they build a loyal customer base that will continue to support them in the long run.
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