How often have you been on a website looking for the solution to a problem, but the messaging isn’t speaking to you or your problem? Instead, there’s “We’re the best at A, B, and C” or “We have solutions for you.” While this language may be ok in certain sections of the website, the “we” language should never be the primary message. It’s a common issue that many companies are guilty of.
The StoryBrand framework lays the foundation for creating a message where your customer is the hero. Why? Because every human is looking to solve their pain points as quickly as possible. And the company that can tell them how they do that quickest will earn their business and trust.
So, where do you fit in? Your company is positioned as the guide that helps the customer along their buyer journey. You are the one who can provide the roadmap to success and help them avoid failure. Here’s a sneak peek of what the framework looks like in action:
A character: define what the customer wants
Has a problem: define the internal, external, and philosophical problems the customer is struggling with
And meets a guide: position the company as the guide using empathy and authority
Who gives them a plan: describe what the process looks like to buy the product or service
And calls them to action: direct customers to the primary call to action and transitional call to action
That ends in success: paint a picture of what the customer’s life will look like using the product or service
That helps them avoid failure: remind the customer what negative consequences they can avoid by using the product or service
Donald Miller created StoryBrand because he saw how businesses struggled with clear and impactful marketing messaging. He leveraged the power of story to create the StoryBrand framework to solve this problem.