Anup Chouhan's Key Ideas from Building a StoryBrand 2.0
by Donald Miller

• Identify the external, internal, and emotional problems your customer faces
• Talk about what’s bothering them, not just what you offer
• Customers feel more connected when you describe their pain

• Show empathy and authority to build trust
• Make your audience feel understood and supported
• Help them believe you know how to solve their problem

• Offer a simple, step-by-step path they can follow
• Keep it easy to understand and act on
• Simplicity builds confidence and lowers resistance

• Always give a direct and clear call to action
• Don’t wait for them to figure it out
• People need to be guided toward what to do next

👉 💡 Real-World Tip

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• Let them know what’s at stake if they don’t act
• Use consequences to create urgency
• People are more motivated by avoiding loss than gaining something

• Paint a clear picture of success and transformation
• Show what life could look like after they work with you
• Let them imagine the win, not just the features

• Cut out jargon and extra words
• Stick to one message at a time
• Clear communication builds instant trust

• A BrandScript helps you organize your story in a simple structure
• Fill in key parts like the hero, their problem, your plan, and the success
• It becomes your go-to message for all marketing content

• Use the same message in your website, emails, sales pages, and social posts
• Repetition and consistency create recognition
• Great stories don’t just sell, they get remembered

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