What is the StoryBrand Framework? It’s a storytelling tool to help clarify your marketing message for your overall company, a new service, or a free offer. Learn why you should never write content without using this 7-part framework first.
Get More Clients When You Use the StoryBrand Framework on Your:
- Email Signature
- Website Homepage
- Yelp About Section
- Google Business Profile Offers
- Clubhouse Bio
First, let’s talk about Donald Miller’s StoryBrand 7-Part Framework. If you like free stuff and watching videos better than reading, you can sign up for Donald Miller’s free MyStoryBrand.com
I’ve created 63 BrandScripts using that free tool. It uses the elements of a story.
So, what is the StoryBrand Framework? It is a powerful marketing tool and it looks like this.
Let’s start by covering the basic elements of a story.
A character with a problem…
Every story has a hero, right? That hero is your customer or client. They are the hero of their own story. But, first… they have a problem that needs to be solved.
Meets a guide who can empathize and demonstrate authority…
That’s where you come in. You are the guide who can relate to them, can show empathy for the sticky situation they’re in, and can show authority since you’ve been there and come through with the solution to the same problem.
Are you with me so far?
The guide gives them a plan and calls them to action that helps them avoid failure and ends in success…
This is the plan you give them because you’ve been there and done that and you know exactly what needs to be done. Then, you call the hero to action. You tell them exactly what they need to do and you get them to the point where they NEED to take action. You raise the stakes, so to speak, by showing them what life will be like if they don’t take action.
You also paint the picture of what success looks like for them once they decide to buy from you. What will life be like once the problem they’re currently dealing with is solved? They need to know what life will be like once the problem is gone. This is another great motivator for getting your hero to take action.
We see the identity transformation…
This is the part of the book or the movie where the main character, the hero, has gone from what they used to be to what they are now. From zero to hero, if you will. From loser to successful. From ugly-duckling to Miss America. This is what is commonly referred to as a character arc in a story. This is the whole point of the journey. This is where all the sweat, blood, tears, and pain become worth it because the result is a success.
This is why we read stories and watch movies. We want the hero to be successful. We can relate to and understand the pain of the journey and we love when we see it all work out. This is commonly referred to as an ASPIRATIONAL Identity. It’s all about where we came from and who we are now as a result of having done what we needed to do to get here.
Follow this link How To Use A StoryBrand BrandScript to get a more clear picture of the BrandScript steps for story elements.
We are confident that you will see the power of using the elements of a well-told story for yourself once you take some time to identify and implement these elements into your marketing message.
Let’s move on and talk about how you can implement these pieces of the StoryBrand 7-Part Framework into each of the following. Remember, this is a marketing effort that targets your ideal customer and you’re wanting to use this framework to get more of them.
The StoryBrand Framework uses something called a one-liner.
A one-liner explains the problem you solve and helps people understand why they need your product or service.
A great way to get your ideal customer to remember your one-liner is to add it to your email signature so that each time they open and read the emails you send, they are reminded that you’re the one to solve their problem. Keep in mind, if you’re following the Business Made Simple program, related to StoryBrand, you’ll be setting up email campaigns that will be delivered somewhat regularly.
So, do some work upfront to figure out the very best one-liner that conveys the essence of what you do for your customers so that you’re ready to use it when the time comes.
Your website homepage should look CLEAN. Think about it… when you arrive at someone’s house where you’ve never been before and you notice hoarder-like conditions, you don’t want to stay. You don’t have any interest in wading through the all-too-narrow aisles that have been formed by necessity, but which don’t really lead anywhere except to more piled high crap. I’ve used strong language to illustrate this for good reason.
When you arrive at someone’s website homepage it’s the same thing. If you have too much information piled on top of other information it creates confusion. It makes your potential customer have to think too hard to figure out what it is you do and how you’ll solve their problem. Keep it simple!
This plan is simple, clear, and concise. It should be easy to follow without too many steps. As mentioned above you want a clean homepage.
Take a look at the image to the right. This shows you the layout for the homepage plan.
Follow this link The Unconventional Guide To Writing Copy For Your Website to learn more.
A website homepage should not be about you or your business. It should be about your customers. This is a common mistake that many business owners make which contributes to the piles of information they like to hoard onto a single page. Don’t do this! People won’t stick around and spend the time necessary to decode all your information.
When you focus on the hero of the story, your ideal customer, and you spend the time it takes to get to the root of the problem they have and the solution you offer, it will seem effortless. They’ll come out of the woodwork to have you guide them out of their problem. Hey you… that doesn’t mean you start acting like a hero. You’re the guide. Remember that… if nothing else.
Yelp About Section
Okay, let’s start with the basics here. When someone visits Yelp, they’re generally there for one of two reasons. They are either looking to find out what your reputation is and how happy or not-so-happy you’ve made other customers, or they’re there to write a review about their experience.
First, you want to make sure ALL INFO is current and properly written. This is something that needs to be done across each online platform, including your GoogleMyBusiness. I’m talking even down to the punctuation. I know that seems like it’s going overboard, but search engines recognize even the slightest deviation and that can affect your ranking. Search engines are high maintenance! Shhhh… don’t tell them I said that.
With specific regard to your ‘about section’, it’s important to mention and identify who your ideal customer is and what they’re coming to you for. You’ll want to be very clear about the problem you solve and you’ll want to include a strong CTA that is clear and easy to follow. When I say a strong call-to-action, I mean you want to leave no room for any ambiguity about what it is you want them to do. Strong CTA’s look like, ‘Buy NOW’, ‘Schedule A Call’, and ‘Download PDF’.
If you want conversions you must be willing to ask for them directly. Here’s a tip… If you are feeling even the slightest apprehension about asking someone to buy from you, it means something. What does it mean, you ask? I’m glad you did ask because I have the solution for you. It means you need to go back to the drawing board (one of those brainstorming sessions in this case) and back to the basics. You need to did deeper to get to the root of each of the StoryBrand Framework elements.
Can you imagine… one of these days in the not-so-far-off future when you are having trouble keeping up with the number of new ideal customers that are pouring through your doors. You’ll be thinking about adding staff in order to keep up with demand. Good for you for adding jobs to the economy, you industry leader, you! You sure have figured out some magic formula. People will have those very thoughts about you. That you’ve somehow struck gold. They’ll wonder how you did it and they’ll be in awe of you!
Google Business Profile Offers
Why not take advantage of GMB profile offers? Coupons and special offer discounts have always been an important part of commerce and there’s no reason to stop using them now.
Your GMB profile special offers will be more of a ‘snippet’ style. You should definitely include an image that catches the attention of your ideal customers. Then you need to include the information specifically related to the current offer. A one-liner is helpful and you should include a strong CTA ready to go with a link for redemption.
We found this blog from BrightLocal with some great information on posting Google Business profile offers.
Let’s talk about one of the newest cool kids in tech. Clubhouse. Sounds like a place you want to hang out, right? Of course, it does. It sure does incite some feelings in me and while it casually ushers us all back into childhood memories full of wonder, this one’s for the grown-ups.
We’ve been members of Clubhouse since early 2021 around here and have found it very beneficial in many ways. It’s fun to have a platform where you can build an audience and be introduced to new ideal customers on a regular basis. This is like no other time in history and it just seems to keep getting better and better. The capabilities that tech offers these days give you carte blanche as far as opportunities go for your business and brand. Take advantage!
Your Clubhouse Bio should include the following:
- One-liner – That encompasses the problem you solve.
- Problem – What is the problem your ideal customers have? It’s important to dig deep and identify the internal, external problem here. You get extra credit for the philosophical problem.
- CTA – Either transitional or direct, but transitional is great as people will likely discover you here and part of the point of Clubhouse is to inspire interest.
- Establish your AUTHORITY as GUIDE – What have you done for others with this particular problem? Don’t forget the empathy.
- Aspirational Identity – Be sure to include the image of what your customers can become.
Establishing yourself as a guide that has authority in your space is key and Clubhouse gives you that opportunity as regularly as you’d like. We participate in rooms as guests and speakers on a regular basis and also lead our own rooms at times. What a way to cast a net using your voice and allowing others to join you!
Here are some images to give you examples of what your Clubhouse Bio should look like.
The image above shows the section of the Clubhouse Bio that establishes authority as the Guide.
One last thing about Clubhouse. It’s an invite-only platform and there is etiquette to learn and follow. If you know someone and they know you, feel free to ask them to send you an invite, and then be sure to participate in a room that welcomes new members and walks them through the basics.
Clubhouse offers you the opportunity to stand at the podium and share your knowledge. We think that’s great!
Follow this BrandScript Mistakes To Avoid to find out what not to do before you start applying the StoryBrand BrandScript Framework.
The image to the right shows an example of 3 CTAs and the problem that Liz Cortes and RebelFishLocal solves.
The image below shows the section of the bio that displays empathy for the problem.
I’d love to connect with you at Clubhouse! Feel free to join in and listen to some of the rooms where Liz Cortes contributes.
Some Final Thoughts…
The following quote is from Building a StoryBrand: Clarify Your Message So Customers Will Listen eBook, by Donald Miller.
The mathematician and philosopher Blaise Pascal is often credited for sending a long letter stating he simply didn’t have time to send a short one.
I LOVE this statement because of the brilliant subtext. It can be somewhat of a mind-bender if you’re not in the frame of mind to hear it properly. But, simply put… if you do it right the first time, you won’t have to do it over and over again. Nobody has time for that, not Blaise, not me, and not you! So get on with it, you marketing champion.
So, I feel like a broken record for saying this so much… TAKE the TIME to work out the elements of the StoryBrand Framework as it relates to your business. Plan some brainstorming sessions and make it happen. It will take some time, some thought, and work, but in time, you’ll reap the rewards in the form of new and repeat ideal customers.
Schedule A Call if you’re still unsure about how to apply the StoryBrand Framework. I’ll be happy to walk through some things with you.
Which part of the StoryBrand Framework is your favorite? Comment below.