What is the StoryBrand Framework?
Most Businesses Waste Money on Marketing
Many companies spend their hard-earned money to they tell their story, not their customer's story. When a potential customer visits your website for the first time, they don't care about your story they care about their own.
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 your messaging.
StoryBrand was founded best selling author, Donald Miller. After studying story for years, he knew it was the most powerful tool to compel a human brain to take action.
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?
For centuries, stories have used a proven formula to capture our attention. While the actual “formula” consists of over thirty components, the StoryBrand framework simplifies the formula down to seven key steps.
Once you know the formula, you can see these steps in action in every billion-dollar movie, from Star Wars to Tommy Boy.
The StoryBrand framework, called a BrandScript, uses these seven steps or story plot points, as a filter for your marketing message.
Let's take a deeper look at each of these plot points of a StoryBrand BrandScript.
The Elements of the StoryBrand BrandScript.
The hero of any story is the main character. In business, the hero is your customer.
At the beginning of any story, we’re introduced to a character who wants something. They may want to become a Jedi knight or save the world in some other way.
Your customers are no different, they want something as well, except in their case they want something that relates to your brand.
Who is your hero? What do they want?
Your character has a problem
Without a problem, we have no story. In business, without a problem to solve, you have no customers.
The problems or obstacles your customers face have three layers. First, there is an external problem, something that stands in the way. Second, is an internal problem caused by the external problem. The internal problem makes your customer feel a certain way. Finally, there is a philosophical or good vs. evil problem.
These three layers are present in all stories and give the story depth and meaning. Your customers are no exception.
What problems does your hero face?
Your character meets a guide.
In a story and in life, characters do not solve their own problems. If they could, they would not need your products or services.
In a story, characters usually meet someone, called a guide, who has been where they are and struggled with the same problems.
In your business, you are the guide. As a guide, you help your customer win with your products and services.
Guides have two basic qualities: they empathize with the character’s fears and insecurities (internal problems) and they have the authority (experience) to help.
How do you help guide your customer?
The guide gives them a plan.
When your customer meets you for the first time, they are typically facing an external problem that has them confused or conflicted.
Your job as a guide is to help them move past their confusion and give them the confidence they need to overcome their problems. You do this by giving them a plan. The plan should be simple, easy to follow, and help our hero move forward.
What is your plan for your customers?
The plan calls them to action.
The call to action is the point in a story where the hero is challenged by the guide to act on the plan.
The hero must choose whether to stay the course or change direction. Heroes will never act on the plan unless they are challenged to do so. They must be “called to action.”
What action do you want your customer to take?
The Action Your Customers Take Helps Them…
Good stories help us imagine the consequences of none action or failure in order to build suspense.
If we don’t know what failures might befall the hero, people lose interest. Your customers are no different. They need to understand the consequences of inaction.
What happens to your customer if they don't change course?
For a story to be meaningful and worthy of our attention, there must be something at stake. When what’s at stake is made clear, we’re much more engaged in the story. What's at stake for your customer?
What successes do your customer's experience as a result of doing business with you?
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