StoryBrand

Monday

9:00AM — Session One:
How Learning to Tell a Great Story Will Grow Your Business
Don will break down a major Hollywood film showing you the tools screenwriters use to captivate an audience, and captivating an audience is exactly what your brand needs to do. The emphasis here is on clarity. If your brand can tell a better story than your competition, you’ll win in the marketplace. This 7-part framework will provide a filter for all your brand communication moving forward and it has been hiding under your nose all your life. Every time you watch a movie, from here on out, you’ll notice the tools screenwriters use to create clarity and to captivate an audience. You’ll use these tools to explain your ideas, products and services for the rest of your life. Telling a clear story will give you a distinct advantage.

10:30AM – Session Two:
How Successful Brands Use Story to Stay on Top
Successful brands are already using the StoryBrand framework. Whether they’re a small company, a billion-dollar brand or even a political candidate, the StoryBrand framework is the key to standing out against the competition. How did Domino’s Pizza mount their comeback? Why did Mitt Romney lose the election to Barack Obama? It will all become clear, and you’ll take furious notes about all the ways you can apply the framework to your brand.

12:00PM – Lunch
Grab lunch with a fellow participant and be inspired by the work they are doing and their passion for their business. Turns out you’re not alone in trying to grow your company. These are relationships you will likely keep for years to come.

1:30PM – Session Three:
Knowing Your Customer (With Work Groups)
Most brands position themselves as the hero in the story. But this never works. Your brand is the guide to the hero and we explain why. Every human being feels like they are the hero in the story, and successful brands affirm this identity in their customers and provide guidance so the hero can win the day. This paradigm shift alone will change the way you talk about your products and services forevermore.

3:00PM – Session Four:
What Does Your Customer Really Want? (With Work Groups)
Every customer wants something as it relates to your brand, but it’s not what you think. Businesses tend to sell solutions to external problems, but did you know customers tend to buy solutions to internal problems? In other words, customers are trying to resolve a frustration they’re feeling and you are going to be the brand that helps them resolve it. In this session, we will show you what customers are really looking for and once you start selling to that, you’ll start seeing an uptick in engagement and revenue.

5:00PM – Done for the Day
Grab fellow participants for a night on the town and continue building your new community of like-minded professionals.

Tuesday

9:00AM – Session Five:
Becoming the Guide
In a story and in successful brand strategies, companies position themselves as the guide. Communication expert Nancy Duarte points out that leaders should position themselves as Yoda to Luke Skywalker or Haymitch to Katniss. To position your company as a guide, you need to do 2 magical things. We’ll explain what they are and how to do them in this session. And when you execute this strategy, you’ll be amazed at how you suddenly become the “brand” customers have been looking for.

10:30AM – Session Six:
Offering a Plan
Too many companies rush into the room and try to sell their products. But remember, buying a product is a journey. And it can be a scary one, depending on what you’re selling and how expensive it is. When you offer 1 of the 3 kinds of plans we outline in this session, your customers will have much more confidence that you understand them and can help them resolve their problems. These plans have been working for successful companies for years and they will work for you, too.

12:00PM – Lunch

1:30PM – Session Seven:
Creating Your BrandScript
During session seven, we take all that you’ve learned, discussed, interacted with and brainstormed for the last 2 days and create a BrandScript for your brand. You will use this BrandScript in your e-mail blasts, on your website, in your advertising and even while talking to people at parties. Because your brand now has a clear story, people will understand you and word will start to spread.

3:00PM – Session Eight:
Implementing Your BrandScript (Extended Session)
In the final session, we critique your current marketing material. We actually put many of the Workshop attendees’ websites on an enormous television screen and talk about what needs to change. After all you’ve learned over the last few days, you’ll even be able to critique them yourself. What should your website say? What shouldn’t it say? Where are you confusing customers? Do they understand what your brand offers? Does what you offer resolve their internal conflict? Can the whole pitch be digested in just a few seconds, or are you rambling on? In this session, we will also show you how to write the perfect sales letter using the StoryBrand framework. This sales letter alone may pay for the cost of the entire workshop.

5:00PM – Workshop Concludes

*The StoryBrand Workshop includes 15 hours of lectures, plenty of time for interaction with Donald Miller and your peers, dozens of examples from Hollywood films and dozens more examples from web, print and television advertising. Each participant will also receive their own leather-bound workbook containing more than a hundred pages of examples and inspiration from brands using story successfully. Experts in automated e-mail campaigns and copywriting will also be with us and you’ll get to ask plenty of questions about your own business. StoryBrand is the jolt of inspiration and information you need to fall back in love with doing business.