Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller, was published in 2017. Since then, StoryBrand has become a trusted marketing source for business owners, marketers, and sellers around the world.
StoryBrand provides copywriters and marketers with a simple formula to create brand messaging that is clear and easy to remember. Since there is so much noise in the marketplace, businesses that use the StoryBrand Framework can position themselves as the guide to customers who have a problem that needs to be solved.
In this article, we’ll talk about how you can create consistent, valuable, and entertaining content using the StoryBrand Framework. If you’re not familiar with StoryBrand or are interested in learning more about the StoryBrand Framework, check out our blog “A Beginner’s Guide to StoryBrand – Part 1.”
When you use the StoryBrand Framework, creating content is a breeze.
Does your content creation process sound like this? Hours of coming up with content ideas (that you’re not even sure are good), writing copy, and then rushing through the design process because you’re trying to run a business and don’t have time to also take on the role of social media manager. You know content development is important, but it’s starting to become a drain on resources and mental energy due to how time consuming it is.
When you follow the StoryBrand Framework, you can use elements of your brand messaging to tell a story on social media or through blogs.
For example, let’s say you’re trying to come up with an Instagram post. Instead of searching for random topics to share with your audience, you can pull from your brand messaging that you came up with when you wrote your BrandScript. Use this guide when writing content:
️➡️ What is my customer’s problem?
➡️ How does my product or service solve that problem?
➡️ How can I position my customer as the hero and myself as the guide?
➡️ What concrete CTA should I include (schedule a call, book a meeting, read our blog, etc.)?
When you use your existing brand messaging to write content, you take the guess work out of what to share with your audience. No more scrambling for ideas.
The authenticity of StoryBrand will set your content apart from the competition.
Dr. J.J. Peterson, Head of StoryBrand, says that “the market doesn’t honor the best products, it honors the clearest message.” You could have two identical products, one better than the other, but if the messaging of the better product is confusing or unclear in any way, customers will likely buy the other product if its messaging is clearer.
For example, say you sell low-calorie chips that are a healthier alternative to regular chips. What messaging do you think would sell better?
A. Low calorie chips with natural flavors so you can indulge without sacrificing your health.
B. Sucralose-free chips with no monosodium glutamate or soy lecithin so you can snack without worrying about hydrogenated oils or high-fructose corn syrup.
If you were a regular person without a degree in food sciences, which chips would you choose? I don’t know about you, but I’d go with A. The same lesson applies to your content. Don’t overcomplicate it. There are thousands of other brands trying to get your audience’s attention, so the best strategy you can have is to be clear and provide solutions to problems, not add to the noise and confusion.
the storybrand framework helps you solve your audience’s problems.
With the StoryBrand Framework, you can solve your audience’s problems and add value through your content. According to StoryBrand, there are three types of problems you are trying to solve:
- External – the physical problem
- Internal – the feelings that result from the physical problem
- Philosophical – the “right and wrong” aspect of the problem
Your goal when selling a product or service is to solve the customer’s internal problem. Here’s a great example from Donald Miller about the three problems companies need to solve:
- Luke Skywalker needs to destroy the Death Star (external problem)
- Luke Skywalker is worried that he doesn’t have what it takes to be a Jedi (internal problem)
- Luke Skywalker is literally facing a Good vs. Evil situation (philosophical problem)
When it comes to your content, keeping these problems in mind is a great way to provide your audience with value-add content that is entertaining and removes any fog or confusion surrounding your product or service.
8Bend Marketing can help you get started with StoryBrand.
8Bend Marketing is a premier StoryBrand Certified Agency. We are on a mission to help business owners break the cycle of frustration from bad marketing. 8Bend Marketing helps companies develop inspirational brand messaging, create powerful sales and marketing plans, and then execute them with precision. We believe that supercharged sales and marketing are the keys that will help our customers achieve unprecedented growth.
Sydney Waddle is 8Bend Marketing’s Content Strategist. Responsible for content creation such as blogs, social media posts, eBooks, emails, and more, Sydney helps clients distribute entertaining, informative, and quality content on a monthly basis.