StoryBrand vs. Endless Customers: a perfect marriage

At Buzzlytics, we offer both StoryBrand and Endless Customers programs (formerly They Ask, You Answer). These are both proven frameworks that have already helped hundreds of companies around the world.
But why do these frameworks complement each other so well? And if you’re working with us for the first time, should you start with StoryBrand or Endless Customers? In this article, we’ll address these and other questions.

Maybe you've already worked with us to implement StoryBrand and now you're curious what the difference is from Endless Customers.

But if StoryBrand is (also) new to you: it's a method that helps you clarify your message, helping your customers understand what they can come to you for and buy from you faster.

The framework was developed by Donald Miller, who has already helped hundreds of companies around the world implement StoryBrand.

In 2021 we brought StoryBrand to the Netherlands. The Dutch translation of the book is now in its 6th printing and has been in the Management Book Top 100 since its publication and has become an evergreen. We have also helped dozens of companies clarify their message and trained other StoryBrand coaches to do the same.

Endless Customers is about building a culture in your business based on all the questions, problems and concerns your potential buyers may have. You answer them openly and transparently on your website. Not from a sales mindset, but from an advice mindset.

Your website plays an important role in this. After all, 80% of the customer journey takes place online, even before your potential customer contacts you.

That's why it's important to answer your customers' questions, problems and concerns as best you can already on your website. You can then use this content in your sales process. That way, your ideal prospect will be better informed during the sales conversation and will buy from you faster.

StoryBrand and Endless Customers fit together so well because they both want the same thing: clarity and clarity for your potential customer. One method does that from story, the other from answering questions. So the frameworks do not bite each other, but reinforce each other. In essence, both methods are about how to make it as easy as possible for your potential customer.

Even the terminology is similar: with StoryBrand, your company is the guide and with Endless Customers, you are the trusted advisor.

Suppose you sell solar panels. Then, as a guide or trusted advisor, you are not in the business of selling solar panels, but you want to help the potential customer as best you can.

So you get into the advisor role, which allows you to be very open and transparent. Then sometimes it will happen that thanks to your openness and transparency, someone will not buy from you.

But that's okay, because you will have gained his trust with your content. You may not (sell) anything for that now, but we believe that sooner or later this trust will come back to you. You can only build lasting relationships if you don't go for the quick sale, but for the best advice.

If both StoryBrand and Endless Customers are new to you, you may be wondering where to start. Will you clarify your message first or answer customers' questions in your content first?

In principle, you can do both, but we have found that it is easier to implement Endless Customers if your message is clear. For this you don't have to go through a separate StoryBrand process with us first, this can simply be done within your marketing and sales program.

For those who have already done StoryBrand, Endless Customers is a great next step.

At Buzzlytics, we see marketing as 80% math and 20% creativity. That means we don't keep reinventing the wheel for every client, but use proven frameworks.

That's fine for you because thousands of companies around the world have already had success with StoryBrand and Endless Customers. So there's no reason why these methods won't work for you, too.

It is also nice for us because we can offer our customers a proven framework and work more efficiently.

But there is more: both methods also fit our company very well. After all, our team consists of idealists who all want to make the world a little more beautiful.

We want to help companies the best we can, and with the combination of StoryBrand and Endless Customers, we can offer companies a complete package: from clarifying their message to creating content that generates sales and shortens the sales cycle.

However, we do believe that StoryBrand and Endless Customers only suit you if you genuinely want to be your potential customer's guide and trusted advisor.

After all, it also means that you have to be willing to let go of potential customers who don't fit your business. That you're okay with not cashing in on everything in your pipeline.

Because your primary concern is not to make as much money as possible, but to help anyone who knocks on your door as best as possible. And sometimes the best way to help someone is to say "no."