Storybrand Outline

Storybrand-Outline
Introduction
SP7 Framework
1. Character = You Customer Is the Hero, Not Your Brand
2. Has a Problems = Solutions to INTERNAL Problems
Companies Sell External Problems
Customers Buy INTERNAL Problems
Story
External
Internal
Philosophical
3. Needs a GUIDE
Customers Are Looking for a GUIDE, Not Another Hero
4. Give Them a Plan
Takes Away Confusion
Types of Plan
Agreement
Process
5. Call to Action
Hero Must Be Challenged
Direct
Transitional
6. Help Them Avoid Failure
What's at Stake?
COST of Not Doing Business With Us
7. Ends in Success
Offer a VISION of How GREAT Their Lives Will Be
Your Brand Script
1. Character
Your Customer Is the Hero
Define What Your Customer Wants
Pair Down to a SINGLE Focus
Simple and Relevant
Relevant to Their (Sense of) SURVIVAL
Sense of MEANING vs. Pleasure
Participate in a MOVEMENT
Cause to CHAMPION
Valiant FIGHT Against the Real Villain
Open a Story GAP
2. Problem
The HOOK of the Story
Every Story Needs a VILLAIN
1. Should be a ROOT Source
2. Should Be Relatable
3. Should be SINGULAR
4. Should be REAL
3 Levels of Conflict
External Problems
Physical, Tangible Problem
Internal Problems
Do I Have What It Takes!
Identify Frustration or (self) Doubt!
Philosophical Problems
Why Does This Matter?
Answer Starts with SHOULD!
3. Guide
Life Acts (Chapters)
Every human being is on a TRANSFORMATIONAL journey
Doorways of no return
Parents divorce
First crush
Rejection
Every Hero Is Looking for a GUIDE
How are you helping me win the day?
Always position your customer as the HERO and you as the GUIDE
Characteristics
Empathy
The guide understands the DILEMMA
The guide expresses empathy
Seen
Heard
Understood
Are you like me?
Commonality is a STRONG bond
Authority
The guide has the AUTHORITY (Competence)
1. Testimonials (3 is Enough)
2. Statistics (Success Numbers)
3. Awards
4. Logos (Business Worked With = Social Proof)
Questions
Can I Trust this Person?
Empathy
Can I Respect this Person?
Confidence
4. Plan
Customers Trust a GUIDE Who Has a PLAN
Creates CLARITY
Remove Sense of Risk
Types of Plan
Process
Steps to Purchase Our Product
Steps to Use the Product
Agreement
List All Things Customer May Worry About
Alleviate Fears to Do Business With You
Share Your Values With Your Customers
Title Your Plan!
Increase Perceived Value
5. Call to Action
Customers Do Not Take Action Unless They Are Challenged
BUY NOW button
TOP RIGHT corner
Above the fold and CENTER
Again and again as people scroll down
CTA
Direct
Buy Now
Schedule Appointment
Call Today
Transitional
Free Webinar
Downloadable PDF
Create RECIPROCITY
Position Yourself as the GUIDE
6. Avoid Failure
What's at Stake?
What's there to lose (if they don't get our products)?
People hate to lose
Loss Aversion
23x more motivated to avoid
loss than achieve a gain
Building Communication Theory
A Fear Appeal
1. Make Listener Know They Are Vulnerable to a Threat
2. Due to Vulnerability, They Should Take Action to Reduce It
3. Specific CTA that Protects Them from the Risk
4. Challenge People to Take this Specific ACTION
Just a pinch of 'salt' (fear)
7. Successful Ending
Where Is Your Brand Taking Your Customers?
Share Your VISION for Their Lives
Happy Ending Should be SPECIFIC and CLEAR
Before the Product
After the Product
How to End a Story for Your Customer
1. What Life You Look Like Externally
2. How Resolution Will Make Them Feel
3. Why the Resolution to Their Problem
Made World More Just Place to Live in
Closure and Satifaction
1. Hero Win a Power or Position
Need for STATUS
Offer Access
Points (Free Latte)
Create Scarcity
Offer Premium
Preferred
Identity Association
2. Hero Is Unified with Someone/Something that Makes Them Whole
External Help
Reduce Anxiety
Reduce Workload
More Time
3. Experience Self Realization that Also Makes Them Whole
Desire for Self Acceptance
Inspiration
Acceptance
Transcedence
Bigger Movement
Tom's Shoes
FUBU
Closing the Story Loop
Status
Self Realization
Self Acceptance
Transcendence
Biggest Motivator
DESIRE to be/Become SOMEONE DIFFERENT
Who do our customers want to become?
What type of person do they want to be?
What is their ASPIRATIONAL IDENTITY?
IDENTITY TRANSFORMATION
Who the Hero Has Become
From
To
People Want Your Brand to Participate in Their TRANSFORMATION
Heroes are DESIGNED to TRANSFORM
Brands that participate in the IDENTIFY TRANSFORMATION of their customers create passionate brand evangelists
Implementation
Better Website
Clear and effective
Keep it simple
Elevator Pitch
The Basics
1. Offer Above the Fold
Short and Enticing
Bold and Short
Easy to Read
CustomerBased
Offer ASPIRATIONAL IDENTITY
Offer to Solve a Problem
State Exactly What You Do
2. Obvious CTA
Top Right
Buy Now
Center of Screen
Offer
Buy Now
Transitional CTA
Next to CTA
3. IMAGES of Success
Smiley People
Health
Wellbeing
Satisfaction
4. Bitesize Breakdown of Revenue Streams
Overall Umbrella Message that Unifies All Products
5. VERY FEW Words
Brief. Punchy. Relevant.
"Morse Code"
<10 Sentences on Entire Page!
= 10 Tweets
"Read More"
Company Culture
Curse of Narrative Void
No Plot = No Productivity
Serve Customers They LOVE
When MISSION Comes to Life
Five Things to Grow Your Business
1. Create a OneLiner
Clarify Your Message.com
What to Include
1. Character
2. Problem
3. Plan
4. Success
2. Lead Generator to Collect Email Addresses
Goals
Provide VALUE
Position You as an AUTHORITY
1. Downloadable Guide
2. Online Course or Webinar
3. Software Demos or Free Trial
4. Free Samples
5. Live Events
3. Automated Email Drip Campaign
Nurturing
Trust
Reciprocity
What to Include
Describe Problem
PLAN to Solve Problem
Life After Problem Solved
PS
Offer and CTA
Describe Problem
PRODUCT that Solves Problem
Life After Problem Solved
CTA = Direct
4. Collect Intel Stories of TRANSFORMATION
Questionnaire
1. What Was the Problem You Were Having
Before You Discovered Our Product?
2. What Did the Frustration Feel Like While
You Were Trying to Solve the Problem?
3. What Was Different About Our Product?
4. Take us to the Moment When You Realized Our
Product Was Actually Working to Solve Your Problem
5. Tell us What Life Looks Like Now That
the Problem Is Solved/Being Solved
5. Create System to Generate Referrals
1. Identify Current Ideal Customers
2. Give Customers a Reason to Spread the Word
PDF or Video
3. Offer a Reward
Affiliate Program
10%
4. Automate the Work
Any Customer Who Signs up for 12 Products
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