Here’s the bottom line: Your customer will not take action unless they are challenged to take action. I know- kind of annoying but that’s just how we work as human beings.
In stories, characters don’t take action on their own. They must be challenged. A story where a woman who needs to lose 30 pounds and simply decides to do it of her own volition, will the audience checked out. Why? Because that’s not how life works. There needs to be a reason. Our character needs to have a son who desperately needs an organ transplant that will only save his life if it’s from her because they’re a genetic match.
Characters only take action after they are challenged by an outside force. This principle is true in the story because it’s true in real life. Human beings take action when their story challenges them to do so. I see so many companies that don’t create obvious CTAs for their customers and it’s a big mistake. (Read The Power Of The “Buy Now” Button to master this cheat code to selling) A CTA involves communicating a clear, direct step your customer can take to overcome their challenge and return to a peaceful life. Without clear CTAs, people will not engage with our brand. (Read 2 CTAs You NEED To Be Using In Your Business to learn more.)
Until we call our customers to action, they will simply watch us. When we call them to action (correctly), they will engage.
Click below to learn more about the Storybrand Strategy and the other elements that go into making your brand story irresistible to your audience.
What Is The Story Strategy?
Story Strategy Element 1: Character
Story Strategy Element 2: Problem
Story Strategy Element 3: Guide
Story Strategy Element 4: Plan
Story Strategy Element 6: Failure
Story Strategy Element 7: Success
Story Strategy Element 5: Call-To-Action