One of the most important aspects of a company's message is their story. A company's story should tell not only where they came from, but what makes them different and why people should choose to do business with them.
The StoryBrand 7-Part Framework will help you create an engaging brand narrative that can be used as a go-to marketing tool for years to come.
What Is StoryBrand?
The StoryBrand Framework is a marketing framework that uses the power of storytelling to help businesses connect with potential customers by empathising with their journey and goals.
Donald Miller, the founder of StoryBrand, realised that most companies want to tell their own stories to propel growth. But it’s not practical or effective. He understood something that many businesses still seem to miss: when you sell a product or service, you need to appeal to the wants and needs of your audience.
Story is the most powerful tool in the world to captivate the human brain. When you learn to use story in your brand’s communication, your customers will finally pay attention to what you’re saying. Even if you have the best product in the marketplace, you will lose to a competitor if their offer is communicated more clearly.
The first mistake brands make is they fail to focus on the aspects of their offer that will help people survive and thrive.
The second mistake brands make is they cause their customers to burn too many calories in an effort to understand their offer.
If you haven’t identified what your customer wants, what problem you are helping them solve, and what life will look like after they engage in your products and services, you can forget about thriving in the marketplace.
What we think we are saying to our customers and what our customers actually hear are two different things. Story is the greatest weapon we have to combat noise because it organises information in such a way that people are compelled to listen.
The 7-step framework in a nutshell
• A Character: Define the customer's desire.
• Has a Problem: Identify and address the problems.
• And Meets a Guide: Present your brand as a guide.
• Who Gives Them a Plan: Outline the plan or process.
• And Calls Them to Action: Create a compelling call to action.
• That Helps Them Avoid Failure: Outline the risks of not acting.
• And Ends in Success: Describe the successful resolution.
It’s like piecing together a jigsaw puzzle, and when it's complete, you've got a blueprint for connecting with your customers in a way that's real, human, and effective.
Here’s a breakdown of the major elements you should include on your homepage using the story brand framework...
The Header
Bearing in mind that this is the first thing your visitors will see, start with a header that spells out exactly what you offer. Keep it short and sweet and make sure it explains exactly what you offer.
For example:
• The most reliable plumbers in Chesterfield
• Marketing made simple
• A new roof, on time and on budget.
Putting a few bullet points underneath the header of what your company offers will also make it a more attractive offer.
For example:
• Best prices
• Virtual coaching
• On-Time delivery
It takes about 50 milliseconds (that's 0.05 seconds) for users to form an opinion about your website. If you don’t keep your header clear and concise, you will confuse people in the early stages and they will exit the website in a matter of seconds.
In addition to this text, add a direct call to action in the top right hand corner of the website, studies have revealed this is where our gaze naturally goes when we are scanning a page.
You’ll also want to consider the visuals of this section in the early stages of planning. Our brains process images about 60,000 times faster than text, so start thinking about the kinds of images you want to use. Try using images that communicate your company's offering.
Bonus point - if you can, use video instead of still images.
The Value Proposition
Customers need to know what they get when they buy your product. They’re asking…
• What am I gaining from this service?
• Will I save money or time?
• Will I reduce risk or frustration?
In this next section of your site, spell out the values you offer…
For example:
• Marketing coaching
• Social media content
• Lead generation
When we visit a website homepage we tend to scan rather than read word-for-word, so consider framing these value points as icons, that way people will understand them quickly and easily.
The Plan
In the next section, spell out a three- or four-point plan that shows customers how to do business with you. Keep it simple and make sure you use illustrations, numbers, or bullets to make it appealing to the consumer's eye.
Authority
If you include three or four customer testimonials you will greatly enhance your authority and show people that what you offer really works. Use testimonials that speak to the major pain points your prospective customers face. For example, if time is a factor, make sure you feature a testimonial that says what a great investment the product was, or how much time someone will save as a result of doing business with you.
For testimonial inspiration take a look at our youtube channel - https://www.youtube.com/@hellosocialavenue/videos
Next, showcase logos of notable businesses that you have worked or work with.
The Explanation
Writing a longer explanation about why people should do business with you is a great addition to a homepage, especially for your prospects who are further down the sales funnel. Try to keep this to around 400 words and remember to include the needs and pain points of your prospects.
Pricing
If you have fixed costs, spell out the cost of each product followed by bullet points of what the customer gets at each price point. The story brand framework has seen lots of success when clients show three different options for pricing (a third more expensive pricing option will make your middle option look more affordable).
Bonus point - consider a section that explains the cost of not doing business with your company.
The Junk Drawer
Donald Miller refers to the website footer as “The Junk Drawer”. Don’t cram all of your navigational options at the top of the page in the header, instead, relocate it to the footer.
For example, it might include your social icons, contact options, FAQs and information about careers.
These particular areas are easy to find for those who are looking, but they don’t clutter up the top section and confuse prospects.
The process of creating a new or reworked home page can feel overwhelming, but it doesn’t have to be. By following the StoryBrand Framework you will develop a homepage that’s clear and effective. Remember to be consistent in implementing the StoryBrand Framework so that you can create a powerful narrative that not only resonates with your target audience but also sets your brand apart in a crowded marketplace.
If you’re not sure where to start, book a 45-minute step-up call with David, Marketing Director and Co-Founder who can help you put a clear plan in place, help answer your question and support you in making a lasting impression.
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