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STORYBRAND PRINCIPLE THREE: CUSTOMERS AREN’T LOOKING FOR ANOTHER HERO; THEY’RE LOOKING FOR A GUIDE.
#a-character #comunicacion #marketing #principle-2-internal-and-external-problems #story-brand #three-levels-of-conflict

EMPATHY

Clinton secured the election during a debate in which Bush gave a rambling answer to a young woman when she asked what the national debt meant to the average American. Clinton countered Bush’s linear, cerebral answer by asking the woman if she knew anybody who’d lost their job. He asked whether it pained her that she had friends out of work, and when the woman said yes, he went on to explain how the national debt is tied to the well-being of every American, even her and her friends. That’s empathy.

Essence of empathy:

The three things every human being wants most are the essence of empathy:

  1. To be seen,
  2. To be heard,
  3. To be understood.

A Toyota commercial inviting Toyota owners to engage their local Toyota service center: “We care about your Toyota.”

Empathetic statements start with words like:

  • “We understand how it feels to . . .”
  • “Nobody should have to experience . . .”
  • “Like you, we are frustrated by . . .”

Commonality, whether taste in music or shared values, is a powerful marketing tool. The human brain likes to conserve calories, and so when a customer realizes they have a lot in common with a brand, they fill in all the unknown nuances with trust. Customers batch their thinking, meaning they’re thinking in “chunks” rather than details.

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STORYBRAND PRINCIPLE THREE: CUSTOMERS AREN’T LOOKING FOR ANOTHER HERO; THEY’RE LOOKING FOR A GUIDE.
to win the day. A guide expresses an understanding of the pain and frustration of their hero. The two things a brand must communicate to position themselves as the guide are: Empathy. Authority <span>EMPATHY Clinton secured the election during a debate in which Bush gave a rambling answer to a young woman when she asked what the national debt meant to the average American. Clinton countered Bush’s linear, cerebral answer by asking the woman if she knew anybody who’d lost their job. He asked whether it pained her that she had friends out of work, and when the woman said yes, he went on to explain how the national debt is tied to the well-being of every American, even her and her friends. That’s empathy. Essence of empathy: The three things every human being wants most are the essence of empathy: To be seen, To be heard, To beunderstood. A Toyota commercial inviting Toyota owners to engage their local Toyota service center: “We care about your Toyota.” Empathetic statements start with words like: “We understand how it feels to . . .” or “Nobody should have to experience . . .” or “Like you, we are frustrated by . . .” or, Commonality, whether taste in music or shared values, is a powerful marketing tool. The human brain likes to conserve calories, and so when a customer realizes they have a lot in common with a brand, they fill in all the unknown nuances with trust. Customers batch their thinking, meaning they’re thinking in “chunks” rather than details. AUTHORITY People ask theirselves two questions subconsciously when meeting someone new: “Can I trust this person?” and “Can I respect this person?” Authority really means competence. As


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