BrandScript Element 6 - Prevent Failure

These are my notes from reading Donald Miller's book on Building a StoryBrand. Chapter 9 goes through the sixth stage of his BrandScript Framework which is about showing your customer what life would be like if they didn't do something to solve their problems.

If you want to check out the other parts of this series, the links are below:

1. Overview
2. Identify the Character
3. Create a Villain
4. Introducing a Guide
5. Give them a Plan
6. Call them to Action
7. Prevent Failure
8. End with a Win
9. Participate in Their Transformation
10. Brandscript your Website
11. The Narrative Void
12. The Marketing Roadmap

The Principle: We hate failing

Every human being is trying to avoid a tragic ending.

The Stakes

Stakes drive us to do something

Loss Aversion

People tend to be driven by loss aversion.

Avoiding losing $100 is more important than gaining $100

Steps for “Fear Appeal”

1. Make the reader know they are vulnerable
2. Vulnerability needs action
3. Specific call to action protects them from this risk
4. Challenge people to take specific action

Urgency

Adding a little fear creates urgency

Only a Pinch

Don’t overdo the negatives or the customer will go back into inaction

This section is to be a comparison to highlight the benefits of the next section

Practice Time

Business Name	What do they do?	Bad Outcome 1	Bad Outcome 2	Bad Outcome 3
Kingsgrove Cats	Boarding house for cats	Beg your parents to take your cat in	Take your cat on the plane	Cancel your trip
Mane Painters	Hair colouring	Watch your hair color fade	Your ex still sees you the same
Little Leaves Piano	Piano teaching	Watch other people play better than you	Let someone else take the spotlight	Never write your song
Austral Bricks	Styled bricks	Build a house with no personality	Enjoy your cement rendered house	Pick the wrong colors
Hot Tyres	Sell Wheels and Tyres Wheel Services	Have a car accident	Pay more fuel
Duo Duo	Ice cream and Donuts	Go back to your boring snacks	Stay hungry	Watch other people eat (FOMO)
Uturn Outlet	Second hand fashion	Pay 10x the price for the same look	Miss out on the community