REVISED EDITION READY FOR YOU
If you do not know what a StoryBrand is, you will start to notice your competition is moving ahead and you won’t know why. The secret will be that they learned how to clarify their marketing message to their customer in a way that makes them want to buy.
This marketing framework is growing in popularity because of its effectiveness in communicating a clear message to customers.
Donald Miller is the founder of the StoryBrand framework. He designed it to improve businesses’ marketing strategy by helping them clarify their message.
Many marketers and business owners who applied this strategy saw significant results. A good examples is microscopes.com.au who saw a whopping 100% increase in sales within 1 week from applying these strategies in their marketing.
Add their testimony here from home page;
The main reason is the StoryBrand’s primary focus is the customers.
This framework aims to help ease or solve the customers’ pain points rather than talk about their products. Increase your profit comes after applying this technique.
StoryBrand’s effectiveness lies in a seven-part framework that follows every good story’s flow in books and movies.
What makes it different is that the application is from the marketing perspective. Your goals are to deliver a clear message, solve customers’ problems, and avoid confusing them.
This framework is the basis of every marketing campaign, including websites. Because of this, it’s not surprising that the best StoryBrand website examples can get their customers to stay longer on the site.
The seven-part framework consists of the following:
The main character or the hero is not your product nor your brand. The best StoryBrand website examples position the customers as the main character who has a want or need. Katniss Everdeen, for instance, wants to save her sister from joining the Hunger Games.
The problem refers to the customers’ pain points that affect them externally, internally, and philosophically. Best StoryBrand websites know that including the characters’ pain points in the campaign will hold the customers’ interest.
The external problem refers to your customers’ concerns that they can perceive using the five senses. A dirty car, broken furniture, and pimples are examples.
The internal problem talks about how the issue affects your customers emotionally. Is the problem making your customers feel sad, angry, regretful?
The philosophical problem refers to the injustice or the battle between good and evil. It commonly includes the words “it isn’t right,” “it shouldn’t have to,” “you deserve,” etc. Meaning, it refers to the issue that your customers don’t deserve to feel or experience.
This is where your role comes in. Your brand is the guide and not the main character.
Unlike the main character, the guide is strong.
The guide gains the hero’s trust through empathy and authority.
Your brand should empathise by telling the customers how you understand their feelings and pain. It usually includes the words “We understand,” “Like you, we,” “We get it,” etc.
You show authority by proving that your brand or business has what it takes to help the main character.
The best StoryBrand website examples show authority by displaying the logos of their previous clients and sharing testimonials.
The plan is what the guide gives to the customers to ease their worries and doubts about taking the next step. It helps by letting them know how easy it is to solve their problems.
The best StoryBrand website examples limit the plan to only three to four steps, so the customers won’t forget these easily.
The call to action is the big step that they have to do to solve their problem. The customers have to put some skin in the game, such as money or email address.
The best StoryBrand website examples use a direct and transitional call to actions, depending on the goal. They understand that not all who visit their website have the primary intent of buying or availing their products or services. They also provide visitors with the choice to take an attractive but less risky action.
After taking action, the customers will have a happy ending, a successful outcome. It is the part where the customers get what they want.
The best StoryBrand website examples illustrate success so that the customers can clearly envision themselves experiencing the happy ending.
The best StoryBrand website examples include failure as the stake. It is an unpleasant situation that will happen if the customers fail or refuse to take action.
If you follow the StoryBrand framework to develop a script for your brand, it is BrandScript. It is almost the same as the ones in the movies, but you use it as the foundation for making your marketing campaigns.
BrandScript guides the customers into taking action in the following ways:
What makes BrandScript different from the product-centric marketing technique is it focuses on the customers. The best StoryBrand website examples talk about the customers’ wants, needs, and problems. They never talk about their brand unless they have to introduce themselves as the guide.
Even then, the best StoryBrand website examples only introduce themselves enough to show empathy and authority, just to get their customers trust.
The best StoryBrand website examples use wireframes, serving as a site’s blueprint. It consists of the copies and the outline of what the front of a website will be like.
A wireframe typically consists of the following elements:
Learn how to implement the StoryBrand Framework on your website by reading the tips below.
It can be confusing trying to work out the best way to use your Brand Story on your website and in your marketing.
Here are my top 5 tips:
1.) Be clear about what you do
If you mow grass, tell people… Do not try to be creative in an attempt to differentiate yourself from your competitor. Your headline should clearly state WHAT you do with as few words as possible. If you cause people to think, you will likely lose them.
Check your website bounce rate, if it is higher than 55% chances are, your message is confusing. Try to focus on the area above the fold (before a user starts to scroll) and make sure it is uncluttered and clear.
Remove anything from your top menu that is unlikely to lead your customer to a conversion/sale.
2.) Explain how you can improve someone’s life
People like to be taken on a journey. Don’t tell people how good your product is… tell them how you can solve their problem, change their life and help them get what they want!
3.) Use Empathy
Most brands forget to use empathy in their marketing and this is where they’re going wrong.
Humans are hard-wired to connect with other people that we can identify with, it is a survival mechanism… the same is true for your brand. If people can relate to you in a human way, you are more likely to compel them.
There are dozens of ways you can use empathy in your marketing. Start simple by telling them you understand their frustration.
4.) Less is more
Read through your website, then remove anything that wouldn’t help a customer get closer to a purchase. Most brands I work with are obsessed by ‘telling’ people about their product… this is costing them sales!
My highest converting landing page has less than 50 words! It converts at 73% all day, every day!
Want a winning website that makes money? Take content out of your website, particularly your home page.
5.) Call to action
Donald Miller always says: don’t hide your cash register. So many websites are hiding their Direct Call To Action… Ensure your “buy now” button is prominently located and repeated often. The human brain needs to see a message 8 times on average before it processes the information.
There are literally countless ways to implement StoryBrand on your website and in your marketing.
The bottom line is this:
Test, Measure and Adjust
My clients get sick of hearing me say this, but it is the only way to implement StoryBrand and increase your sales.
Try a lead generator for 30 days. What percentage of website visitors downloaded it?
Can you make the headline more compelling, change the copy or the imagery? Try it and then measure it again in 30 days.
Did your conversion rate increase or decrease?
Then do it all over again… Test, Measure and Adjust.
Your website (and marketing) should be living and breathing. So, if you haven’t changed your website in the last 30 days, chances are you are losing easy sales!
Remember to visit Results and Co for more information.
Before you go, here’s a video that you might find interesting:
If you want to get help building your website based on the StoryBrand, schedule a call now!