S2.E28: From Hero to Customer, with LoVasco’s Mike Iley

In this episode, Tom and Curtis sit down with Mike Iley, COO of LoVasco Consulting Group, to unpack how the StoryBrand framework—and its roots in the Hero’s Journey—helped LoVasco shift from “look at us” to “we’re your guide,” clarifying their message across the website, sales, and internal comms. Expect practical, no-jargon advice on naming your customer’s problem first, using stronger calls to action, and painting the “success vs. failure” picture that moves people to act.

N.B.:

• See StoryBrand in action at lovascogroup.com

• Connect with Mike on LinkedIn

Takeaways:

• StoryBrand aligns tightly with the classic Hero’s Journey: your customer is the hero, your brand is the guide with a plan. 

• Lead with the problem/pain your ideal customer feels—name it better than they can—and momentum follows. 

• Strong, simple calls to action (and a secondary CTA) keep websites from becoming feature dumps. 

• Don’t just promise a happy ending; contrast success vs. failure right after the CTA to spur action. 

• Why–How–What vs. StoryBrand? More alignment than debate: hook with the “why,” earn the scroll for the how/what. 

• Implementation matters: LoVasco used StoryBrand copy first, then design, then scaled it as a shared internal language. 

• Outcome: clearer positioning, easier sales conversations, and clients discovering adjacent services they actually need.

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