Donald Miller: How to Make Your Customer a Hero and Live Happily Ever After

Donald Miller Make Your Customer a Hero

Which is more compelling?

Option 1: Grounded Granola is a delicious grain-free cereal, the first of its kind in Canada. We bake it in small batches in beautiful Vancouver, Canada using only all-natural nuts, seeds, and healthy oils. It’s paleo, dairy-free, gluten-free, and vegan, with no additives, secret ingredients, or filler. Grounded Granola will keep you full all morning. Our products are available in select stores around Vancouver, at farmers’ markets, and online at And we’re on Instagram at @groundedfoods. Enjoy!

Option 2: Do you find it overwhelming to pick the perfect breakfast cereal? There are too many choices promoting too many diets. Well don’t settle! Over-sweetened, highly-processed, and filler-stuffed cereals will leave you unfulfilled and craving more soon after. Instead, make your mornings matter with Grounded Granola. Head to, click the “Shop” button to place a hassle-free order, and experience how just 45 grams a day can make all the difference. Click here now to get Grounded.

Option 2 is clearly more compelling. Why? Because the reader feels like the hero of the story.

And you can do the same for your business. It’s not magic. All it takes is six steps. Here’s how to make your customer a hero.

How to Make Your Customer a Hero and Sell More as a result

As Donald Miller, CEO of StoryBrand, shares on the Social Media Marketing Podcast, to make your customer a hero all you need to do is ensure your message to them contains these six items:

1. The Mission:
What Does The Hero (the Customer) Want?

What’s the one thing your product provides that the hero is looking for? Force yourself to pick only one thing, the most important. And make it unmissable. So in the case of Grounded Granola, the hero wants their mornings to matter, which is exactly what Grounded can help them do.

2. The Obstacle:
What’s Getting in the Hero’s way?

The hero knows what they want but isn’t getting it. Why is that? What’s the obstacle? And how is that making them feel? Empathize with the hero by restating this obstacle, and show them you have a solution to overcome it. In Grounded’s case the hero’s obstacle is being overwhelmed by too much choice, and the solution to overcoming that obstacle is sticking with their granola.

3. The Guide:
Be It. Let The Customer be the Hero

The story you’re telling is all about the hero’s mission. Your job is only to guide them. In other words, position your company as Yoda and the customer as Luke Skywalker. So in the example, Grounded is not trying to be the hero by “making their customer’s morning matter”. Instead, the customer is, “making their mornings matter with Grounded”. Grounded is just the tool, or guide. It’s a subtle difference, but very important.

4. The Plan:
Spell It Out To the Hero

Do not simply guide the hero in a general direction. If you do they’ll get lost and never go where you want them to. Instead, provide the hero specific steps to follow. Give them the comfort of knowing they’re in good hands. In the Grounded example, the hero is told to, “Head to, click the “Shop” button to place a hassle-free order, and experience how just 45 grams a day can make all the difference.”

5. The Trigger:
Include a Call to Action

Tell the hero to get moving on their mission now. Don’t be scared. The hero is the one that is hesitant and needs this this final push to get moving.  So give it to them. In the case of Grounded, this is the final sentence, “Click here now to get Grounded.”

6. The Fate:
Success or Failure

Tell the hero how their life will be like if they don’t follow your plan, and how much better it will be if they do. In Grounded’s case, instead of feeling “unfulfilled and craving more soon after [eating],” the hero’s morning will now matter.

Try It Yourself

The order in which you apply these six steps doesn’t matter. They just all have to be there. Creativity is not required and there is no magic to it. The only magic is how effectively it works.

So try it. Make your customer a hero. And because you wrote the story you can guarantee it has a happy ending… for yourself!

Want to Learn More?

For more detail on how to make your customer a hero, listen to the podcast where Donald Miller explains it in detail (here’s the link), or check our his website,, for more resources.

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