What is Your (Yoors) Story ?
I think we need a better Story for Yoors.
This is our story now.
https://yoo.rs/en/henkjan.de-krijger/blog/what-is-yoors-en-1582725302.html?Ysid=1
Story Brand
Reading a lot about it and once showed you some snippets from it when we talked about the personal oneliner : (Remember?)https://yoo.rs/what-is-your-personal-oneliner-1630075012.html?Ysid=1
I will attach the Story Brand Framework to this post.
And i think this book is a must read for any one who wants to start a company or any project actually.
First you need a story. Then the rest will follow. This can be very very helpful in making content as well. The best book i ever read about this subject. And i think i read at least 30 books about story telling. Why ? Because this book presents a real and actual plan.
Let us find out together if it is gonna work for You. Yoors !
Highlights
Here i post some highlights i made reading the book:Websites don't sell things
“The fact is, pretty websites don’t sell things. Words sell things. And if we haven’t clarified our message, our customers won’t listen.”
— Building a StoryBrand: Clarify Your Message So Customers Will Listen door Donald Miller
https://a.co/1oFnMmA
In fact, at StoryBrand we have a mantra: “If you confuse, you’ll lose.””
The customer is the hero. Not you. Yoors.
“The narrative coming out of a company (and for that matter inside a company) must be clear. In a story, audiences must always know who the hero is, what the hero wants, who the hero has to defeat to get what they want, what tragic thing will happen if the hero doesn’t win, and what wonderful thing will happen if they do. If an audience can’t answer these basic questions, they’ll check out and the movie will lose millions at the box office.”
“Story is similar to music. A good story takes a series of random events and distills them into the essence of what really matters. There’s a reason the final cut of a movie is called a final cut. Prior to the theatrical version, a film has gone through rounds upon rounds of edits, omissions, revisions, and deletions. Sometimes entire characters end up on the cutting-room floor. Why? Because storytellers have filters to cut out the noise. If a character or scene doesn’t serve the plot, it has to go.”
“Despite what acolytes of the cult of Mac may say, Apple likely doesn’t make the best computers or phones. “Best” is subjective, of course. Whether Apple has the best technology, though, is debatable. But it doesn’t matter. People don’t buy the best products; they buy the products they can understand the fastest. Apple has inserted themselves into their customers’ story like no other technology company, and as a result, they’re not only the largest technology company, they’re in the top ten largest companies period. 1 If we want our companies to grow, we should borrow a page from their playbook. We should clarify our message.”
“Here is nearly every story you see or hear in a nutshell: A CHARACTER who wants something encounters a PROBLEM before they can get it. At the peak of their despair, a GUIDE steps into their lives, gives them a PLAN, and CALLS THEM TO ACTION. That action helps them avoid FAILURE and ends in a SUCCESS.
A story : “life with the dull parts taken out.”
“Alfred Hitchcock defined a good story as “life with the dull parts taken out.” 2 Good branding is the same. Our companies are complex, for sure, but a good messaging filter will remove all the stuff that bores our customers and will bear down on the aspects of our brand that will help them survive and thrive. So”
“Characters only take action after they are challenged by an outside force. This principle is true in story because it’s true in life. Human beings take action when their story challenges them to do so. You would be surprised how many companies don’t create obvious calls to action for their customers. A call to action involves communicating a clear and direct step our customer can take to overcome their challenge and return to a peaceful life. Without clear calls to action, people will not engage our brand.”
“Stories live and die on a single question: What’s at stake?
If nothing can be gained or lost, nobody cares. Will the hero disarm the bomb, or will people be killed? Will the guy get the girl, or will he be lonely and filled with self-doubt? These are the kinds of questions in the minds of a story-hungry audience. If there is nothing at stake in a story, there is no”
“Simply put, we must show people the cost of not doing business with us.
In the eighties, the fast-food chain Wendy’s effectively asked America, “Where’s the beef?” The implication was that their competitors weren’t using enough meat. So what’s at stake for choosing another brand over Wendy’s? We might get stuck with a wimpy sandwich.”
““Helping you become everyone’s favorite leader.””
“So how do we offer potential customers a sense of meaning? Not unlike giving our customers the opportunity to be generous, we invite them to participate in something greater than themselves. A movement. A cause to champion. A valiant fight against a real villain, be that villain flesh and blood or a harmful philosophy.”
“The goal for our branding should be that every potential customer knows exactly where we want to take them: a luxury resort where they can get some rest, to become the leader everybody loves, or to save money and live better. If you randomly asked a potential customer where your brand wants to take them, would they be able to answer? Would they be able to repeat back to you exactly what your brand offers? If not, your brand is suffering the cost of confusion. You can fix this. Define a desire for your customer, and the story you’re inviting customers into will have a powerful hook.”
“By limiting our marketing messages to only external problems, we neglect a principle that is costing us thousands and potentially millions of dollars. That principle is this:
Companies tend to sell solutions to external problems, but people buy solutions to internal problems.”
“In almost every story the hero struggles with the same question: Do I have what it takes? This question can make them feel frustrated, incompetent, and confused. The sense of self-doubt is what makes a movie about baseball relatable to a soccer mom and a romantic comedy relatable to a truck-driving husband. What stories teach us is that people’s internal desire to resolve a frustration is a greater motivator than their desire to solve an external problem. This is where most brands make a critical mistake. By assuming our customers only want to resolve external problems, we fail to engage the deeper story they’re actually living. The truth is, the external problems we solve are causing frustrations in their lives and, just like in a story, it’s those frustrations that are motivating them to call you.”
“After creating their BrandScript, a global consulting firm we worked with began to talk about how everybody deserved to work for a great manager. A pet-store owner who came to us hung a sign in her window that said, “Pets deserve to eat healthy food too.” A fun-loving travel agent came to us and adopted the seasonal line “Because this summer should be remembered forever.” Before music went digital, Tower Records promoted their chain of record stores using the tagline
“No music, no life.”
Not only did the tagline help them sell more than a billion dollars in records each year, but they sold thousands of bumper stickers and T-shirts featuring the tagline to fans who wanted to associate with the philosophical belief that music mattered. Is there”
“much more than products or services; we can offer to resolve an external, internal, and philosophical problem whenever they engage our business. Storytellers use this formula to endear audiences all the time. When Luke shoots the photon torpedo through the little hole in the Death Star, he actually resolves the external problem of destroying the Death Star, the internal problem that had him wondering whether he had what it took to be a Jedi, and the philosophical problem of good versus evil, all with the press of a button.”
The Story Is Not About Us
The larger point here is simple: the day we stop losing sleep over the success of our business and start losing sleep over the success of our customers is the day our business will start growing again.”
“Oprah Winfrey, an undeniably successful guide to millions, once explained the three things every human being wants most are to be seen, heard, and understood. This is the essence of empathy.
“Customers look for brands they have something in common with.”
“Now that you’ve given your customer a plan, they will be much more likely to do business with you. You’ve lifted the fog, made things clear, set stones in the creek, and they are ready to continue the journey. And yet before they’ll make a commitment, they will need one more thing from you. They will need you to call them to action.”
“If I wrote a story about a guy who wanted to climb Everest and then one day looked at himself in the mirror and decided to do it, I’d lose the audience. That’s not how people work. Bodies at rest tend to stay at rest, and so do customers. Heroes need to be challenged by outside forces.”
Fear Is Salt in the Recipe
We do not need to use a great deal of fear in the story we’re telling our customers. Just a pinch of salt in the recipe will do. While we do need to communicate something from the failure category in order to complete our BrandScript, too many warnings about imminent doom will turn customers off. Infante, Rancer, and Womack explain why: When receivers are either very fearful or very unafraid, little attitude or behavior change results. High levels of fear are so strong that individuals block them out; low levels are too weak to produce the desired effect. Messages containing moderate amounts of fear-rousing content are most effective in producing attitudinal and/ or behavior change. 4”
“By foreshadowing a potential successful ending to a story, or, as Stew Friedman at the Wharton School puts it, defining a “compelling image of an achievable future,””
“Stories aren’t vague, they’re defined; they’re about specific things happening to specific people. Otherwise they’re not stories; they’re just lofty notions.”
“The three dominant ways storytellers end a story is by allowing the hero to 1. Win some sort of power or position. 2. Be unified with somebody or something that makes them whole. 3. Experience some kind of self-realization that also makes them whole.”
“Like it or not (and we hope you like it), we are all participating in our customers’ transformation, which is exactly what they want us to do. Brands that participate in the identity transformation of their customers create passionate brand evangelists.”
“Can you participate in their identity transformation? If you offer executive coaching, your clients may want to be seen as competent, generous, and disciplined. If you sell sports equipment, your customers likely want to be perceived as active, fit, and successful in their athletic pursuits.”
“Dave even offers a climactic scene in his customers’ story. After executing a plan he offers through his Financial Peace University, listeners are invited on his show to perform a “Debt-Free Scream.” People travel from thousands of miles away to be featured on the show, and when they arrive, dozens of the Ramsey team surround the accomplished hero with applause as the hero shouts, “I’m debt-free!””
“Where there’s no story, there’s no engagement.”
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Apple's example, was pretty much boomed in when I wanted to start as an entrepreneur and took a training course for it. Apple never says, we're better than others, Apple starts with “We listened to your needs and that's why we've developed this and this to make your life easier.” That's what Yoors has yet to learn, and now I'm not saying that you don't listen to the hearmembers, but it all seems to be quite chaotic. For example, when I have a problem on Yoors, I want a solution for that, preferably easy and fast. I don't want to have to look for someone who might have written a blog about it and then come across a lot of blogs that have nothing to do with it at all. I want a solution at that point and I want to feel important enough to get an answer to it. When I create a blog, I want to be seen and prefer to be read too, but I don't just want to be “read” because 50 YP is given when someone responds to it. I want to feel appreciated for putting time into content creation. Indeed, I want to be able to take part in challenges to get more traffic to my blogs, but I don't want to feel like it is being abused because points can be brought in.
If I had to describe yoors, I'd say it's a platform where everyone is welcome, whether you're professional or amateur, where you can earn a buck by creating good content and helping you through various challenges that make it easier. to create content on certain topics.
Is this right ? (I log in automatically so I don't know.)
But I also prefer to work with and for the other