Building a StoryBrand by Donald Miller

Author:Donald Miller
Language: eng
Format: epub, mobi, azw3
Publisher: Harpercollins Leadership
Published: 2017-09-08T04:00:00+00:00

Essentially, Infante, Rancer, and Womack present a soft way of agitating a fear and then highlight a path that would return readers or listeners to peace and stability.

Fear Is Salt in the Recipe

We do not need to use a great deal of fear in the story we’re telling our customers. Just a pinch of salt in the recipe will do. While we do need to communicate something from the failure category in order to complete our BrandScript, too many warnings about imminent doom will turn customers off.

Infante, Rancer, and Womack explain why:

When receivers are either very fearful or very unafraid, little attitude or behavior change results. High levels of fear are so strong that individuals block them out; low levels are too weak to produce the desired effect. Messages containing moderate amounts of fear-rousing content are most effective in producing attitudinal and/or behavior change.4

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