Be the Guide, Not the Hero of Your Customer's Story

CAR WASH The Podcast

In this episode of (insert podcast name here) host Josh Taylor, Chief Marketing Officer at OptSpot, sits down with Donald Miller, CEO of StoryBrand, to discuss how car wash owners can transform their marketing strategies by clarifying their messaging. Miller explains how businesses can position themselves as guides rather than heroes in their customers' journeys. The conversation covers actionable strategies for increasing customer engagement, boosting retention, and driving revenue.

Josh Taylor is a marketing strategist dedicated to helping car wash owners grow their businesses through automated customer retention and engagement tools. As a certified StoryBrand expert, he specializes in turning complex marketing messages into simple, high-converting campaigns.

Donald Miller is a New York Times bestselling author and marketing expert who has helped brands like Ford, Chick-fil-A, and Intel clarify their messaging and increase revenue. His books include Building a StoryBrand, Marketing Made Simple, and How to Grow Your Small Business. Through StoryBrand, he has helped thousands of business owners cut through the noise and connect with customers.

Key Takeaways

The StoryBrand Framework: Shifting Your Messaging

• Donald Miller explains how most businesses make the mistake of positioning themselves as the hero instead of the guide.
• Customers want to be the hero of their own story—your brand should support and empower them.
• When your messaging focuses on solving customer problems, it builds trust and increases sales.

Affirmation Calls to Action: Go Beyond “Join Now”

• Standard Calls to Actions like "Sign Up" or "Buy Now" aren’t enough.
• Affirmation Calls to Action reinforce the transformation customers will experience, making them more likely to take action.
• Example: Instead of “Join Today,” try “Start Driving a Cleaner Car Today.”
• Affirm why washing their car with you was a good idea

Value Stacking: Make Your Offer Irresistible

• Clearly communicate why your car wash is worth choosing.
• Layer multiple benefits in your messaging—price, convenience, time savings, and customer experience.
• The more value you highlight, the more compelling your offer becomes. Tell your customer’s story, not yours. It’s not the car wash they want…it’s the clean car.

Clarity is Key: Make Your Marketing Simple

• If your messaging is confusing, you’re losing customers.
• Keep your marketing clear, concise, and repeatable so customers instantly understand what you offer.

Training Your Team: Messaging Consistency Matters

• Your team needs to use the right language when talking to customers.
• Miller suggests using a simple incentive, like giving team members a dollar each time they use the new messaging.
• The goal: Create a unified, effective brand voice across all customer touchpoints.