Head of Storybrand Talks Contractor Messaging That Sells
Contractor Evolution
•
1h 6m
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Today we're interviewing the one and only Dr. J.J. Peterson, Head of Storybrand and co-author of Marketing Made Simple, which sold over a million copies worldwide.
Dr. J.J. has helped thousands of businesses clarify their message by using a storytelling framework as old as time.
Plus, we found out before we started recording that he actually has a contracting background. His family ran a concrete business when he was growing up, so he REALLY gets the challenges you’re all facing.
Today’s conversation is all about how to apply the seven-part Storybrand framework to a contracting business. How to position your customer as the hero of your story so you can become their trusted guide.
Episode Highlights:
Get an overview of the Storybrand framework from someone who has implemented it into thousands of businesses.
Learn how to apply each of the seven parts of a Storybrand to a roofing, painting, landscaping, construction, electrical, plumbing or home services business, with examples.
Understand why it is so critical that you keep your message simple, and why so many businesses get this wrong.
00:00 - Intro
01:43 - About Dr. J.J.'s background in contracting and storytelling
06:46 - Why is story so important to marketing?
17:17 - The messaging sweet spot: too vague vs. too complex
19:03 - The 7-Part StoryBrand Framework: Contracting Edition
24:20 - Step 1: What does your customer want?
25:16 - Step 2: What problem does your customer face?
32:57 - Step 3: How do you position yourself as their guide?
35:47 - Step 4: What’s the plan?
38:21 - Step 5: The call to action
38:50 - Step 6/7: What does success/failure look like for your customer?
41:12 - Danny's example, Dr. J.J.'s feedback
49:12 - How to get the info you need from your customer
53:39 - Most common Storybrand mistakes
57:54 - Signs your messaging is working
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