Building a Storybrand

Longer notes than usual here because I’m prepping it as a BNB book report. This time suggested by Nate!

Words sell things. You should know your message - say it easily, make it simple, relevant, repeatable. The entire team can repeat it. New hires can say it.

Story brand template online, encouraged to work thru it. 7 part framework. Top mistakes in your message now: you’re not focusing on human needs (to survive and thrive) and/or you make your customers burn calories to understand what you do.

The KEY is clarity. Your business enemy is NOISE. Your secret weapon is to FILTER OUT NOISE. Make music instead. You do that by telling a story.

Caveman grunt test: I should be able to look at your stuff and know: 1 what do you offer? 2. How will it make my life better? 3. What do I need to do to buy?

7 part STORY framework:CUSTOMER has a PROBLEM, meets a GUIDE, who gives a PLAN, who CALLS THEM TO ACTION, which avoids FAILURE and ENDS IN SUCCESS.

1. CUSTOMER is the hero. (Not you, not the brand). Open a story gap. Pare down the customer to a simple ambition with single focus. Something relevant to survive: safe, healthy, happy, important. Save money or time. Build social capital. Get resources. Provide meaning.

2. HAS A PROBLEM. Every story needs a villain. Personify it. ‘frustration’ is not an enemy. ‘Talking plaque in your teeth’ is an enemy. Problem should be a the root source, relatable, singular, and real. 3 levels of problem: external, internal, philosophical.

3. MEETS A GUIDE. Customers don’t want a hero, they want to BE the hero. A guide has EMPATHY and AUTHORITY.

4. GIVES THEM A PLAN. Customers trust a guide with a plan. That could be just your process. There are PROCESS PLANS. Your plan can be generic but say it simply: step 1, schedule a call, 2. Let us create your plan of attack, 3. We execute it together. Or 1. Download the software, 2. Integrate the database, 3. Revolutionize your customer interaction. Process plans alleviate confusion. There are AGREEMENT PLANS: A process plan exists to alleviate their fears.

5. CALLS THEM TO ACTION. Customers won’t take action until they are challenged to do so. BUY NOW. People need a call. Direct call like ‘buy now’. Transactional call like ‘register for webinar’. Give away info and gifts that position you as the GUIDE with the PLAN. PDF. Ebook. Testimonials. Samples. Free trials. Call them to action again and again and again.

6. HELPS AVOID FAILURE. We’re all trying to avoid a tragic ending. People motivated by loss aversion. You don’t need a ton, you’re not FUDding - but a little fear is salt in the recipe. So you pose the threat, describe the plan, call to action, and challenge the user. PFS example: building your own data tracking for the PFS, or doing it on paper, will result in lost data, unusable tools, wasted time, and frustrated clients. Using the PFS Online saves that time and means your data means something. Sign up now and Start today.

7. ENDS IN SUCCESS. Never assume people understand how your brand can change their life. TELL THEM. People want to be taken somewhere. Be specific and clear. Big picture success looks like: winning power and position; union that makes them whole; self realization/acceptance. Close the story loop. People want your brand to participate in their transformation. Give them a before-after.

MAKE A BETTER WEBSITE. This is the easiest place to implement this, probably you have control of your own website.
- put an offer above the fold
- a single, obvious CTA
- images of success (put your product in the hands of smiling people)
- very few words.

Company culture. Everybody should know the story of what you do. Just because you know it doesn’t mean others do. Practice. Turn your whole team into a sales force.

5 things to do for your site that you can grow your biz.
1. Create a one-liner. Single statement that describes what you do. Remember it’s a story: character, problem, plan, success.
2. Create lead gen magnet and collect emails. Ebook, PDF, video, webinar, whatever
3. Create automated email drip campaign
4. Collect and tell stories of transformation
5. Create a system to generate referrals

Noted on February 27, 2025