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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 sh...
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