What is StoryBrand Marketing and How to Implement it into Your Business
If you own a business, you NEED StoryBrand marketing! By now, you’ve probably heard a lot about StoryBrand marketing, but if you’ve somehow missed it, here’s some backstory. Building a StoryBrand was written by Donald Miller in 2017. This framework shows you how to simplify your messaging, giving you the advantage over your competitors by helping your audience understand the benefits of using your products or services, for example. Once I read and implemented it, I couldn’t get enough.
In this blog, I’m going to start by sharing what StoryBrand marketing is and why I love it. Then, I’ll share what the benefits of utilizing the StoryBrand framework are, the best principles of StoryBrand marketing, the three pillars (Brandscript, website, and funnel), why you need it, and how you can implement it into your business.
Content Overview
- What is StoryBrand Marketing?
- What are the Benefits of StoryBrand Marketing?
- What are the 7 StoryBrand Principals?
- What is BrandScript?
- What is a StoryBrand Website?
- What is a StoryBrand Funnel?
- Why We Love StoryBrand Marketing at Jennie Lyon Digital Marketing Services?
- Weekly Challenge
- Free Resources
What Is Storybrand?
StoryBrand is a marketing framework and methodology developed by Donald Miller. It is designed to help businesses clarify their messaging and then effectively communicate their brand story to customers. The core idea behind StoryBrand is this: companies should position themselves as the guide in the customer’s story rather than the hero.
The StoryBrand framework is based on the principles of storytelling, recognizing that humans are naturally drawn to stories. StoryBrand provides a step-by-step process to create a compelling brand story that resonates with customers and then drives action. It emphasizes the importance of first understanding the customer’s problem, then positioning your business as the solution, and finally, communicating the benefits.
What are the Benefits of StoryBrand Marketing?
StoryBrand Increases the Effectiveness of Your Marketing. First, it helps define your business, and then it highlights exactly what your offering is, and finally, why it matters to your ideal customer. StoryBrand puts your customer front and center, making them the story’s hero. Then, it engages, excites, and backs up that excitement with social proof of results that keep your messaging authentic. Overall, StoryBrand helps businesses cut through the noise and helps them engage their target audience, and drive conversions by creating a clear and compelling brand story that resonates with customers.
Resource: The Ultimate Step-by-Step Website Audit – When was the last time you gave your website a checkup? Maybe you’ve never audited your website, or it’s been a while since you have, and you have a plan to redesign it in the future. Whatever the case, if you haven’t significantly updated your website in the last couple of years, chances are it’s negatively impacting the overall user experience and customer journey. Worse yet, it isn’t converting. Our step-by-step workbook will help get you started!
What are the 7 StoryBrand Principals?
1. The customer is the hero of the story, not your brand.
2. Companies like to sell solutions to external problems, but customers want to buy solutions to internal issues.
3. Customers don’t need another hero; they need a GUIDE.
4. Customers need a guide who has a trusted plan.
5. Customers will only act if you challenge them to.
6. We are all trying to avoid a tragic ending.
7. Never assume that people understand how your brand can change their lives; you must tell them.
We apply these seven principles to all of our marketing campaigns. Then, if you are golden, you run your messaging and creatives through these seven principles.
What is Brandscript?
The BrandScript is your ideal client’s brand story written out on paper. BrandScript will help you finetune your messaging so that it speaks to your customer immediately. You can create your own BrandScript at MyStoryBrand.com, or if you need help, we also offer that service.
The BrandScript will look like this:
The Seven Modules of a BrandScript include:
1. Character
2. Problem
3. Guide
4. Plan
5. Call to Action
6. Success
7. Failure
To ensure that your messaging aligns with StoryBrand marketing methodology, you’ll want to go through each section and answer all the questions.
This will ensure that your marketing message is cohesive and compelling. My favorite part is the Transformation module; this is how you want your customer to feel after using your product or service.
Once you have your BrandScript, it’s time to apply the StoryBrand Marketing principles on your website.
What is a StoryBrand Website?
Here’s the 10-step process you want your website to flow through:
1. The Hero (All about your customer)
This section showcases the customer as the story’s hero and positions your business as the guide. Use compelling visuals, concise copy, and a clear call to action to motivate visitors to take the next step.
2. The Stakes
This is where you highlight the potential negative consequences or risks a customer may face if they don’t choose an alternative solution. You create a sense of urgency for prospects to take action.
3. The Value Proposition
This is the unique and compelling offer that you have for your customers. You should clearly articulate the value and differentiation your business provides.
4. The Guide (YOU!)
This is an easy one! Make sure to position yourself as the expert who can help your customer overcome their challenges and reach their desired outcome!
5. The Plan
These are the clear and actionable steps you want your customer to take in their journey. This plan outlines the path they should take to solve their problems and achieve their goals.
6. Explanatory Paragraph
Communicate how your product or service can solve the customer’s problem. Then, present your offerings as the guide that can lead them to success. Finally, clearly explain the features and benefits, focusing on addressing the customer’s needs.
7. Video
You want to show your customer. Not just tell them. A video is a fantastic way to do that!
8. Price Choices
Give your prospects options at various price points. This helps your customer feel empowered and then allows them to select an alternative that suits their needs and budget.
9. Lead Generator
This is your core lead magnet! That one piece of information that a prospect can download in exchange for their email address. It must be so valuable that a prospect can’t believe you’re giving it away for free. However, it should give them a quick, small win and make them want to work with you in a paid capacity.
10. Junk Drawer
You feel your customer still needs access to this information, but it is outside your clear messaging. This is where you’ll put links to your social media, FAQs, career opportunities, and contact information.
Each section of your website needs to be clear and compelling. You don’t have to put the 10 steps in order on your website; however, you want to ensure they are all included.
What is a StoryBrand Funnel
You have your BrandScript and website done and ready to go; hooray! Your funnel is one more asset you need to complete the process!
Your StoryBrand funnel consists of three things:
1. Lead Generator
2. Email Sequence
3. Sales Letter
Lead generation is your core lead magnet. It’s the one piece of free content you provide front and center on your website and marketing that is so valuable your ideal client can’t help but download it. The idea is to offer something that your prospect will give you their email address in exchange for something they can put into action today and get a small win.
They’ll then be pushed into your email sequence. This will give them the time to warm up, get to know you better, and start to trust and like you, and the next thing you know, they’ll be a paying customer.
StoryBrand recommends at least six emails:
1. Delivery email
2. Problem and solution email
3. Testimonial email
4. Overcome an objection email
5. Paradigm Shift email
6. Sales Letter email
We always create lead generators and email sequences. If this is an area where you’re struggling, let’s chat.
Here are some common questions we get asked about StoryBrand and StoryBrand Marketing.
FAQ 1:
Who is StoryBrand Marketing For?
This one is easy; StoryBrand is for any business that wants to put their customer front and center.
FAQ 2:
Why do we love StoryBrand Marketing at Jennie Lyon Digital Marketing Services?
We love connecting with our customers, and we want to ensure that all of the marketing that we do is connective. We understand that people buy things because of the words they read. That’s why we help our clients clarify their messaging so their customers understand the benefits of using their products or services.
This Week’s Action Plan
1. Jump over to MyStoryBrand.com to work on your BrandScript.
2. Schedule a free consultation so we can learn more about your business.
3. Our team can help you finish your BrandScript, and then create your customer StoryBrand website, funnel, or marketing plan.
4. Help more people! Our goal at Jennie Lyon Digital Marketing Service is to help you impact more people with your business.
Whew, that was a lot! But a lot of great stuff, right? StoryBrand is one of the easiest ways to clarify your message so your customers will listen; therefore, when you use the SB7 framework to create storytelling in your business, your business will grow like crazy.
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