Top Takeaways from a Certified Storybrand Guide.
From the smallest shop to the largest company, we all want our voice heard. Many businesses find that although they have really good written copy, it isn’t converting. Why is that? Why isn’t it enough to have well written verbal messaging?
It’s often because this well written content is all about the business but not enough about the customer, the real hero of the story.
As a Certified Storybrand Guide, I have found that it’s not about amplifying a company’s voice louder, stronger or even more. It’s not any of those. It’s all about amplifying the message of your target audience. When you structure the messaging of your website so that your customer is the hero of the story, you won’t have to worry about if your voice is loud enough because their message will be amplified to create an easier opportunity for them to take action.
How? Through the Storybrand Framework
First things first, what is the Storybrand Framework? The Storybrand Framework from the Storybrand book by Donald Miller details a 7 part framework. In the Storybrand 7 Part Framework, the website messaging is set up in the following key components:
- The character (your customer)
- Has a problem (the one you solve)
- Meets a Guide (your company, chosen for your authority in the industry)
- Who gives them a plan (easy 3 step process that solves the problem the customer has)
- With a call to action (should be evidently clear to the customer and moves them to action)
- That result either in success (success the customer can achieve with your help)
- Or in failure (negative results that could happen if they don’t get your help)
Need some help with your Storybrand Framework? Check out our Storybrand Framework Examples here.
Turn your old website into a Storybrand Website.
Once you have laid the appropriate Storybrand Framework, the next natural step is creating (or turning your old website into) a Storybrand Website. What makes a website a Storybrand Website begins with the Storybrand Website Wireframe. A Storybrand Website Wireframe is the framework in which the company (the guide) tells a story throughout the Storybrand Landing Page. This Storybrand Landing Page includes foundational elements such as the transformational identity, philosophical problem turned positive, empathy and authority statements, call to action through a 3 step plan and finally it details the success the hero wants to achieve. Important elements to consider are also the Storybrand Web Design. When creating a Storybrand Landing Page, ensure that your Storybrand Website Design includes the following: Storybrand Graphics (pictures that depict the transformational identity), who you are, the problem you solve and how to purchase. You will also want to include a Storybrand PDF.
Storybrand PDF acts as the lead generator for your site.
The Storybrand PDF acts as the lead generator for your site for those who aren’t quite ready to commit to your 3 Step Plan. The Storybrand PDF should be a sharable deliverable that has a $15-$30 value to your target audience and is often traded in return for an email address. Once the target audience signs up for this Storybrand PDF, they often begin a journey down a Storybrand Email Campaign.
A Storybranded Email Campaign begins the nurturing process.
A Storybranded Email Campaign begins the nurturing process of your warm leads through a 5 part Storybrand Email Sequence. The Storybrand Email Sequence contains the following 5 email types:
- Welcome Email that delivers the shareable asset
- Problem and Solution Email
- Testimonial Email
- Overcome an Objection Email
- Closing Email that details successes and failures
Need extra Storybrand support from a Certified Storybrand Guide? Sarah, our founder and Certified Storybrand Guide will help you take your message to those who are looking for the solution you provide to the real heroes of the story, your customers.