Here’s how it works:
A character steps into the story (that’s your customer).
They have a problem (they need help solving it).
They meet a guide (that’s you!).
Their guide gives them a plan (how to solve their problem).
That plan calls them to action (to buy from you to solve their problem).
Success! If you’ve followed the StoryBrand Framework, you have met your customer’s needs (ideally, you surpassed them!) and they love your business, or your brand. On the flip side, if your customer does not buy from you to solve their problem, that leads to failure, and that failure can look different depending on what your customer needed in the first place.
There’s a good reason why this framework has gained traction and popularity while garnering major results. It allows businesses to shift the focus from their own accomplishments to how they can actually help the customer, turning the customer into the heroic character and the business into the helpful guide. In fact, this framework is so good that we call it our marketing strategy secret weapon.
There are three parts to the problem.
External: The actual problem.
Internal: How the actual problem makes them feel.
Philosophical: A belief statement about the actual problem, usually starting with “It’s just plain wrong that…” or “I deserve…”
The guide, or business, enters the story to help the customer solve their problem through…
Empathy: “I understand…”
Authority: “I have helped people just like you for more than 10 years…”
The guide gives the character a clear vision for how to solve their problem.
Process: Our brains like three steps, so a 1-2-3 step process is always best.
Agreement: An agreement is what you, as a business, promise to your customer.
It’s not enough to give your customer a plan — you have to give them a clear next step.
Direct: When a prospective customer is ready to make a move: “Call today!”
Transitional: When a prospective customer is interested but not quite ready to make a move: “Download 5 Ways We Can Help!”
The character, or customer, will be happy and experience success after fulfilling their want through your business.
It’s always best to work with an expert.
For example, when you need your car fixed, you’d much rather have an experienced and knowledgeable mechanic make the repair, not your second cousin who just so happens to like cars.
Your marketing isn’t any different.
Business Builders is a StoryBrand Certified Agency and working with a certified agency can have real benefits for your business.