What is the StoryBrand Framework?
Most companies waste lots of money on marketing. There are a couple of reasons for this.
First, in their haste to drive traffic, boost sales, and grow their business, they spend their hard earned money on a portion of a digital marketing system.
Second, they tell their story, not their customer's story.
The Story-based Messaging Roadmap fixes the first issue. The StoryBrand framework fixes the second.
The StoryBrand Framework consists of the 7 elements of a story. When the framework is applied to your marketing it acts as a filter to help you clarify (
When clear messaging is implemented as part of an overall marketing system, it not only strengthens your message but it also eliminates the curse of knowledge which in turn focuses your digital marketing efforts.
StoryBrand was founded best selling author, Donald Miller. Don had been studying story for years and he knew it was the most powerful tool to compel a human brain to take action.
You see, people are drawn to clarity and away from confusion, so if your marketing messages are confusing, you’re likely losing customers.
Realizing this, Don created the 7-part StoryBrand framework that is best visualized using the StoryBrand BrandScript.
What is a StoryBrand BrandScript?
Believe it or not, stories use formulas to compel the brain. These formulas have been used for centuries and they're proven to work.
The StoryBrand framework is a conglomeration of the 7 key steps that happen in nearly every billion-dollar movie, from Star Wars to Tommy Boy. The StoryBrand BrandScript, uses these 7 key steps or story plot points, as a filter for your marketing message.
When complete, you’ll be amazed at how each of these plot points in the StoryBrand BrandScript, helps you craft clear messaging for yourself and your customers.
Let's take a deeper look at each of the 7 story plot points of the StoryBrand BrandScript.
Our story starts with…
Step One. We identify a character. The hero is the main character of a story. In your business, the hero is your customer. When completing a StoryBrand BrandScript we only look at one character. At the beginning of any story, we’re introduced to a character who wants something. Because we know the character (your customer) wants something, the audience wants to know, will the hero get what they want?
Main Questions: Who is your hero? What do they want?
Who has a Problem...
Step Two. We identify our character's problem. Without a problem, we have no story. Problems our customers face, tend to have three layers. An external problem, something that stands in the way. An internal problem that makes our hero wonder if they can solve the problem. Finally, A philosophical problem. Think good vs evil. These three layers are present in all stories and give the story depth and meaning. Your customers are no exception.
Main Questions: What problems does your hero face?
Meets a Guide...
Main Questions: How you help guide your customer?
Who Gives them a Plan...
Main Questions: What is your plan for your customers?
And Calls Them to Action...
They must be “called to action.”
Main Questions: What action do you want your customer to take?
Main Question: What successes do your customer's experience as a result of doing business with you?
Main Questions: What failures will your customers experience if they continue down their path and not utilize your products and services?