The StoryBrand Framework is a popular marketing messaging tool among business leaders that allows organizations to clarify their message using a seven part-process that leverages the power of story.
Please fill out the fields below to the best of ability.
Every story is about someone. This is the main character. But a story isn’t interesting if it just follows some random guy around for two hours. The character has to want something. The story has to clearly demonstrate what the character wants in the first few moments or it’ll lose the audience.
List all products, services, offers, programs, events, etc. Also, list a short description of each.
Now, write down how having that will make their life better.
The Character Has a Problem
Have you ever seen a movie that didn’t have some kind of conflict? They don’t exist. Screenwriters and storytellers know an important fact about stories: the story is the problem. Without a problem, there is no story.
There are 3 types of problems your character may face: Internal, External or Philosophical.
For example, Nespresso Coffee Machines:
Most coffee machines make bad coffee.
External: I want better-tasting coffee at home.
Internal: I want my home coffee machine to make me feel sophisticated.
Philosophical: I shouldn’t have to be a barista to make a gourmet coffee at home.
This is the main problem you customer is experiencing or facing.
These are examples of how the problem makes your customer feel. Make sure you include both external problems and the emotions people experience because of them.
The Character Meets a Guide
In a story, if the character can solve their own problem, it’s not really a problem. It feels like a waste of time. So storytellers created another character who comes alongside the main character to help them solve their problem. This character is called the Guide.
In Star Wars, the guide is Yoda. The role of the guide is to help the main character win.
The character doesn’t need to know how cool you are, how hard you’ve worked or your accomplishments. They want you to express empathy and understanding of the problem.
This is where you talk about what makes your company or organization uniquely qualified to solve the problem. What makes you an authority? Write down a few reasons people can trust you.
Who Gives Them a Plan
As the guide to your customers, you give them a plan to solve their problem. Your product(s) or service(s) are part of the plan, but it’s not the whole thing. They might have questions or concerns they need to have answered first. Or they don’t understand how to use it.
A simple process works best. Your process could have 27 steps, but your customers don’t want to know that up front. They trust you’ll walk them through it. Break your 27 steps into 2-4 simple steps.
Are they concerned you won’t have their size? Your response might be: “Our one-size-fits-all fits every size!” Are they concerned it will break? You can state: “We guarantee it won’t break, or we’ll replace it for free!”
Maybe your characters don’t have objections, but they want to know why they can trust you over your competition. Make a list of why they can trust you.
Call Them to Action
People don’t act unless they’re told to act. The main way to call your character to action is to have a clear button (ie. “Schedule a Call” or “Buy Now" or whatever your first action step is).
List off the benefits your character receives when they buy your product or service.
This needs to be clear. Examples: Buy Now, Contact Us, Learn More or something similar.
Help Them Avoid Failure
We remind the character of what happens if they fail, if they don't choose you as their Guide. They will fail to solve their problems.
We don’t have to go over the top with this one. Failure is like salt. Too much ruins a meal, but a little dash adds the perfect zing.
The reason for this is that reminding them of their potential failure helps drive people toward purchasing or taking the next step.
End With Their Success
This is the happy ending! The hero accomplishes the mission, the couple ends up together. The character gets what he wants.
Success is the happy ending, so you want it to be the end of the story you’re telling. Make sure you have success after your Failure section or “What You Get” section (depending on how you go about it).