The StoryBrand framework by Donald Miller is based on the idea that customers don’t generally care about your story; they care about their own. Effective marketing positions the customer as the hero and your brand as the guide who helps them succeed.
What are 7 elements of the StoryBrand framework?
- A character (your customer)
- Who has a problem
- And meets a guide (your brand)
- Who gives them a plan
- And calls them to action
- That helps them avoid failure
- And ends in success
How do you apply the StoryBrand framework to your website?
Make your customer the hero, not your brand. Focus your copy on their needs and desires, not just talking about how great your company is.
Clearly define the problem your customer is facing that your product/service solves. Spell out their external, internal, and philosophical problems.
Position your brand as the trustworthy, empathetic guide who understands their problems and can help solve them. Establish your authority and credibility.
Provide a simple, clear plan (3-4 steps) that explains how your customer can do business with you or buy your product. Make it an easy, obvious path to follow.
Have prominent calls-to-action (CTAs) that invite customers to take the next step, e.g. “Schedule a Consultation” or “Buy Now”. Make the buttons obvious.
Paint a picture of the success customers will experience if they work with you (their “happy ending”). Show them what transformation they can achieve.
Also highlight the cost of inaction – what negative consequences will they experience if they don’t buy your product/service? This provides urgency.
Other tips:
- Keep your message simple and clear. Don’t make customers burn calories trying to figure out your offer.
- Use images that illustrate the transformation you provide.
- Include testimonials and logos to build credibility.
- Craft an irresistible offer above the fold on your homepage.
By making your customer the hero and inviting them into a transformative journey, your StoryBrand website can convert more visitors into customers. The key is clear messaging that follows a compelling story structure.
