I almost never buy an e-book from a demo rack at the airport. They seem to be self-help e-books (my favorite existing title: “Make Your Bed: Little Things That Can Change Your Life. . . and maybe the world”) or stylish business e-books (“The One-Page Marketing Plan”). Nothing opposed to them, really; But not mine.
But when I saw the newest book by Donald Miller, “Building to Storybrand 2. 0: clarifying their message for customers to listen,” I had to read it.
I followed Miller from his first travel memoir as an adult, “Prayer and the Art of Volkswagen Maintenance,” published in 2000. (I had run my own VW Bus that needed prayer, maintenance, and at some point, an undeniable rubber to keep the engine running. This concept later became a marketing concept and the Miller corporate also founded on the strength of the short story it called StoryBrand.
His new electronic book is the house that consumers, their desires and aspirations, will have to be in the middle of the whole marketing history that a company tells. History cannot fear the company or even its products or services. It will have to be a preference for a consumer and the role of the company guiding it towards the realization of this preference.
For 25 years, I’ve run nonprofits with aid aimed at helping some of the world’s other top vulnerable people. In a genuine sense, our consumer was the mother who took her child to the clinic for a malaria remedy in a position like Malawi. It’s who we work for. The same is true for the woman who left a village for a regular secondary school and the circle of relatives who had access to clean water for the first time.
But non -profit organizations also have other “clients”, donors and defenders of whom their paintings and advance their missions. Like the woman at the table of her kitchen by writing a check to the phytness paintings of Netpintings, or the philanthropist that moves actions to finance a virtual education program, or the corporation that chooses to invest in white water technology.
In my existing role, I lead the United States of America. U. S. We are a personal non-profit organization founded in the United States that exists to bring together the other American people with the rescue work of UNICEF, a United Nations firm and the largest organization in the global systems of providing advantages for vulnerable children. In this sense, my organization is similar to a university or hospital that is your affiliated institution.
I suppose I can say that an example of UNICEF consumers is young people in refugee camps. My clients are, therefore, the Americans who paint this to themselves and through their institutions, personal and public.
So, what do my consumers want? What desires are they looking to fulfill?
I don’t mean “fulfilling a responsibility” as negative, as if it were a burden. I mean it’s more of a calling or a sense of duty. This can stem from a devoted culture, a commitment to public service, or an ethical trust that those who have a percentage of resources with others.
Finding meaning is one of the consumers Miller needs to describe in his book. He describes it as inviting consumers to participate in something bigger than themselves, to subscribe to a movement, to protect a cause. I saw this back and forth in my paintings with donors and supporters who have cared more deeply about our paintings.
The third preference, to obtain a merit, is not significant either. This merit can also be a fiscal deduction for a donation. It would be a special access to occasions or institutions, such as the benefits of a museum members. It can also be a broader conviction than the investments that others in the global should, in turn, make our own country safer, more powerful and more prosperous.
This is a prayer that we listen to more today to justify our country’s investments to help other people to the countries that come. I believe that such investments meet this verification because the poor countries with damaged economies lead to migration flows that can have an effect in our country, fragile governments can reproduce conflicts and violence that are shed in borders and weak aptitude systems will not avoid epidemics of diseases that are extending to global scale. Help and humanitarian progression organizations seek to fight against all this, while helping to build low -income countries that will be politicians and economic markets for trade.
Here in Unicef USA. UU. , Our project is to show other people who, on the one hand, make an investment in UNICEF’s paintings support each and every one of the children to feel healthy, educated and respected, while, on the other hand, such investments satisfy a sense of individual and collective responsibility, supply meaning and benefits of supply for themselves and our country.
Together, we are U. S. statuses for children.
Currently, the life of the maximum vulnerable young people is in balance, while conflicts and crises endanger the care and coverage they deserve. Reliable, uninterrupted and effective foreign assistance is essential for the well -being of millions of young people. Write to its members of Congress and urge existing US investments in foreign assistance.