DONALD MILLER SAID IT WELL WHEN HE WROTE, “WHEN YOU DEFINE SOMETHING YOUR CUSTOMER WANTS, THE CUSTOMER IS INVITED TO ALTER THEIR STORY IN YOUR DIRECTION. IF THEY SEE YOUR BRAND AS A TRUSTWORTHY AND RELIABLE GUIDE, THEY WILL LIKELY ENGAGE.”
👏🏽 Yes, Don! May I call you Don?
Identifying what a potential client wants (aka desires), opens up a story gap.
A story gap is essentially the space created between your potential client and a desired outcome.
Being hungry is a great example. The story gap opens with a physical need for food. Hunger pains, mood swings and a desire to eat something.
The act of eating (no matter what type of food) closes the gap. Problem solved. The body goes back to equilibrium (for now).
Filling the story gap – or as I like to say, building the bridge – is a driving force of human behavior and desire.
What or who was the bridge for our story gap above? Yes, it was the food. But maybe it was Burger King. Or Chick-A-Fil. Or Whole Foods.
The bridge was the brand.
Failing to define something our client wants means no story gap.
No story gap means they have no motivation to engage with us.
No engagement means we don’t solve any problems.
Find the gap and you’ll finally learn the secret to a successful business.