4 chapters across the catalog
Building a Story Brand, Donald Miller and Trusted Guides
The concept of the guide is linked to Donald Miller’s book, Building a Story Brand, which argues that businesses often fail by trying to be the hero. Effective marketing involves providing a proven path or framework that reassures clients they are in safe hands.
Micro-Wins, Building Credibility Without Large Case Studies
New business owners can build credibility by sharing "micro-wins," such as insights from training, breakthroughs during practice sessions, or common dilemmas heard in conversations. These small stories show that the owner is "all-in" and committed to the path, effectively acting as a role model for their audience. Relatable stories told during the "climb" are often more compelling than those told from the summit of success.
Sharing Micro-Wins and Client Dilemmas, Building Credibility Without Case Studies
In the absence of formal case studies, new business owners can share "micro-wins," such as insights from training or breakthroughs during practice sessions. Discussing common dilemmas or questions heard from potential clients demonstrates empathy and industry knowledge. These small narratives show that the business owner is "all-in" and understands the specific struggles of their target audience.
Business Coach Anecdote, Learning from Failed Ventures
A business coach gained credibility by openly sharing the story of his first business failing, which resulted in the loss of his marriage and pride. This transparency built trust with potential clients who resonated with the struggle and wanted to learn "how not to grow a business" from someone with lived experience.
