4. “Nearly every story you see or hear in a nutshell: A CHARACTER who
wants something encounters a PROBLEM before they can get it. At
the peak of their despair, a GUIDE steps into their lives, gives them a
PLAN, and CALLS THEM TO ACTION. That action helps them avoid
FAILURE and ends in a SUCCESS.”
- Donald Miller
‘Building a StoryBrand’
8. Prospective Patient
- Excessive Snoring Causing
Partner to Not Sleep Well
- Embarrassed To Eat at Family
Dinner - Opts out of Spending
Time with Family.
Your Practice “Come In For Treatment”
- Cures Apnea
- Replaces Denture
- Enables Better Sleep for Patient
& for their Partner (Relationship)
- New Opportunity To Eat
Comfortably at Family Dinner
Options for Treating
the Problem
Editor's Notes
Story is atomic. It is perpetual energy and can power a city.
Story is the one thing that can hold a human being’s attention for hours.
Nobody can look away from a good story. In fact, neuroscientists claim the average human being spends more than 30 percent of their time daydreaming . . . unless they’re reading, listening to, or watching a story unfold.
Why? Because when we are engaged in a story, the story does the daydreaming for us. Story is the greatest weapon we have to combat noise, because it organizes information in such a way that people are compelled to listen.
Technically speaking, music and noise are similar. Both are created by traveling sound waves that rattle our eardrums. Music, however, is noise that has been submitted to certain rules that allow the brain to engage on a different level.
If I played you a recording of a dump truck backing up, birds chirping, and children laughing, you’d not remember those sounds the next day.
But if I played you a Beatles song, you’d likely be humming it for a week. There is an obvious difference between a well-choreographed piece of music and the sound of a cat chasing a rat through a wind-chime factory, which is the equivalent of the average practice website, initial consultation, or even the first time calling into a practice.
The brain remembers music and forgets about noise just like the brain remembers some brands and forgets about others. Story is similar to music. A good story takes a series of random events and distills them into the essence of what really matters.
