A Reminder of the StoryBrand Framework
StoryBrand is a powerful messaging framework developed by author and business leader Donald Miller. The idea? Any business should offer solutions to its client’s problems. When you clearly position your products and services as the answer they’ve been searching for, your bottom line grows in the process.
See a more detailed breakdown of StoryBrand and creating a clear brand message right here.
Common StoryBrand Mistakes
As a StoryBrand Certified Guide myself, I’ve seen firsthand the power of using the StoryBrand framework. It’s an incredible tool I’ve used to help more than 200+ brands, including dozens of coaches and consultants, grow.
But like any tool, if not used correctly, you risk missing the mark. In other words, the StoryBrand Framework is descriptive, not prescriptive.
Mistake #1: Your StoryBrand message ≠ copy
When crafting a clear message, we love to consider the 7 parts of your brand story to be unique ingredients that can be dosed in various ways to create an endless array of recipes.
Your brand message should include talking points that set and guide your direction. You can then use these points to write compelling copy that converts.
Mistake #2: Clarity is important, but don’t forget about personality
Whether you’re writing about a new coaching package, social media copy, or anything in between, clarity should be a cornerstone of everything you write. In the words of Donald Miller, “If you confuse, you lose.”
With that in mind, clarity doesn’t resign you to writing stale, watered-down content. Your personality, if you’re riding solo, or your business’s personality should come shining through in your StoryBranded copywriting.
Remember: authenticity is paramount. If a client’s experience on your website, via paid ads, or even on social media doesn’t match up with the voice, tone, and experience of doing business with you, there will be an immediate disconnect. So, fight for clarity first. Then, make sure everything still authentically sounds like you.
Mistake #3: Focus on one problem at a time
The StoryBrand Framework comprises seven important steps. As we discussed, this is a story-telling approach seen repeatedly in Hollywood, from Star Wars and Lord of the Rings to The Hunger Games and Harry Potter.
As you focus your story around the hero (your client), it’s important to solve their external, internal, and philosophical problems. You’ll start this process by writing down all the major problems your audience faces.
This is a helpful practice, but it can quickly become overwhelming if you try to have your message, copy, and marketing solve all their problems simultaneously. Sure, they may be struggling with a lack of experience, time, and experience (and you should capture all their problems in your BrandScript). Unfortunately, your marketing efforts quickly get diluted when you try to tackle them all at once.
Instead, list out all the problems you know they face and then consider which problem, in particular, they ascribe the highest value to. Does your customer suffer from a lack of time? Or is it specific expertise that plagues them more?
Quick tip: Just because you tackle problems one by one doesn’t mean you avoid the others. Simply be intentional about clearly solving their most important problems first.
The StoryBrand framework is descriptive, not prescriptive
The coaches and consultants who struggle to “do StoryBrand” often fail to remember that it’s a framework to tailor to their context, not an item to check off the list. In our experience in working with emerging and enterprise coaches alike, StoryBrand consistently describes a helpful approach, not prescribes a one-size-fits-all process.
Craft your homepage like the pros
If you’ve read Building a StoryBrand, attended the StoryBrand Livestream with Donald Miller, or heard about the framework from a trusted friend, you know how important it is to promote a clear, compelling brand story—especially on the homepage of your website.
Unfortunately, knowing it’s important is only the first step. That’s why we created our Homepage Cheatsheet, so you can optimize your website for conversions using the StoryBrand framework. Download your copy here to get started.
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