StoryBrand Framework

Master Donald Miller's 7-part StoryBrand framework from "Building a StoryBrand" (2017). Clarify your message so customers actually listen.

When to Use This Skill

• Creating or refining website messaging
• Writing brand narratives and marketing copy
• Building sales scripts and pitches
• Clarifying confusing product positioning
• Creating marketing one-liners
• Redesigning homepage and landing pages
• Training teams on consistent messaging

Methodology Foundation

Source: Donald Miller - "Building a StoryBrand" (2017)

Core Principles:

• "What we think we are saying to our customers and what our customers actually hear are two different things."
• "People don't buy the best products; they buy the products they can understand the fastest."
• "The customer is the hero, not your brand."

The Two Fatal Mistakes:

1. Focusing on the brand instead of how you help customers survive/thrive
2. Message is too complex for people to understand quickly

Why Story Works: Stories are the most powerful tool for organizing information. The human brain is wired for narrative. StoryBrand uses story structure to make marketing messages clear and compelling.

What Claude Does vs What You Decide

What This Skill Does

1. Applies the SB7 Framework - The 7-part story structure for marketing
2. Creates BrandScripts - Filled-out story templates
3. Writes One-Liners - Concise elevator pitches
4. Redesigns Websites - Story-driven web copy
5. Builds Sales Scripts - Narrative-based selling

How to Use

Create a BrandScript

Help me create a StoryBrand BrandScript for:
Business: [description]
Customer: [who they serve]
Problem: [what customers struggle with]

Write a One-Liner

Write a StoryBrand one-liner for:
Business: [description]
Main problem solved: [problem]
Result delivered: [outcome]

Redesign Website Messaging

Apply StoryBrand to my website messaging:
Current headline: [what it says now]
What we do: [description]
Who we help: [customer]
How we help: [solution]

Build Sales Script

Create a StoryBrand sales script for:
Product: [description]
Customer problem: [pain]
Our solution: [how we help]

Instructions

When applying StoryBrand, work through the 7 plot points systematically:

The SB7 Framework

## THE STORY FORMULA

A **CHARACTER** (who wants something)
has a **PROBLEM** (that they're struggling with)
and meets a **GUIDE** (who understands them)
who gives them a **PLAN** (clear steps to follow)
and **CALLS THEM TO ACTION** (challenges them to act)
that helps them **AVOID FAILURE** (shows the stakes)
and ends in **SUCCESS** (achieves transformation)

---

## 1. THE CHARACTER (Your Customer)

**Key Principle**: Your customer is the HERO of the story, NOT your brand.

**Fatal Mistake**: Most brands position themselves as the hero. ("We are the leading provider of..." "Our award-winning solution..." "Founded in 1985...")

**The Fix**: Define who your customer is and what they want.

**Questions to Answer**:
- Who is the hero of this story?
- What do they want as it relates to your product/service?
- How does this help them survive or thrive?

**Template**:
"A [customer type] who wants [specific desire]..."

**Examples**:
- "A busy executive who wants to look professional without spending time on style"
- "A startup founder who wants to grow without wasting money on ads that don't work"
- "A homeowner who wants a reliable contractor they can trust"

**Rules**:
- ONE clear desire (not multiple)
- Related to survival/thriving (safety, status, belonging, meaning, resources)
- Specific to your offering

---

## 2. THE PROBLEM

**Key Principle**: Problems drive stories. Define the villain and three levels of problem.

**The Villain**:
Every hero needs an obstacle. Define your villain—the source of the problem.

**Villain Rules**:
- Must be a root source of the problem
- Must be relatable (customers recognize it)
- Must be singular (one villain, not many)
- Must be real (not abstract)

**The Three Problem Levels**:

| Level | Definition | Example (Financial Advisor) |
|-------|------------|---------------------------|
| External | The tangible, surface problem | "I don't know how to invest" |
| Internal | How it makes them feel | "I feel stupid about money" |
| Philosophical | Why it's wrong/unjust | "I shouldn't have to be a finance expert to retire" |

**Miller's Insight**: "Companies tend to sell solutions to external problems, but customers buy solutions to internal problems."

**Template**:

Villain: [the root obstacle] External Problem: [tangible issue] Internal Problem: [how they feel] Philosophical Problem: [why this is wrong]

**Example (Meal Delivery)**:

Villain: The chaos of modern life External: "I don't have time to cook healthy meals" Internal: "I feel guilty about feeding my family processed food" Philosophical: "A busy schedule shouldn't mean compromising health"

---

## 3. THE GUIDE (Your Brand)

**Key Principle**: Your brand is the GUIDE, not the hero. Guides have "been there, done that."

**Fatal Mistake**: Competing with your customer for the hero role.

**The Fix**: Position yourself as the wise helper who enables the hero's success.

**Miller**: "If you focus on your customers' success, your own success will follow."

**Two Qualities of a Guide**:

### Empathy
Show you understand their pain.
- "We know how frustrating it is when..."
- "Like you, we've struggled with..."
- "We understand that..."

### Authority
Demonstrate competence and expertise.
- Testimonials
- Statistics
- Awards/logos
- Years of experience
- Case studies

**Balance Required**: Too much authority = arrogant. Too much empathy = weak. You need both.

**Template**:
"[Brand] understands [their pain] (empathy). With [credentials/proof], we've helped [results] (authority)."

**Example**:
"We know what it's like to watch hours disappear into your inbox. With 10 years helping executives reclaim their time, we've freed up over 1 million hours for leaders like you."

---

## 4. THE PLAN

**Key Principle**: Customers won't trust a guide without a plan. Plans remove confusion and fear.

**Two Types of Plans**:

### Process Plan (Removes Confusion)
Simple steps to do business with you.

**Rules**:
- 3-4 steps maximum
- Start with an action verb
- Name each step clearly
- End with the result

**Template**:

Step 1: [Action] → [Outcome] Step 2: [Action] → [Outcome] Step 3: [Action] → [Success]

**Example (Financial Advisor)**:

1. Schedule a free consultation
2. Receive a custom retirement plan
3. Start investing with confidence

**Example (SaaS)**:

1. Sign up for free trial
2. Connect your data in 5 minutes
3. Get insights that grow your business

### Agreement Plan (Removes Fear)
Promises and guarantees that lower perceived risk.

**Examples**:
- "Money-back guarantee"
- "No long-term contracts"
- "Free cancellation anytime"
- "Your data stays private"
- "We'll never share your information"

**Template**:
"We promise: [commitment 1], [commitment 2], [commitment 3]"

---

## 5. CALLS TO ACTION

**Key Principle**: Customers won't take action unless challenged to do so.

**Miller**: "Heroes need to be challenged by the guide to take action."

**Two Types of CTAs**:

### Direct CTA
The obvious main ask. Should be everywhere and obvious.

- "Buy Now"
- "Schedule a Call"
- "Get Started"
- "Sign Up Free"
- "Request a Quote"

**Rules**:
- Use a different color than the rest of the page
- Put it above the fold AND repeated throughout
- Use action verbs
- Be specific about what happens next

### Transitional CTA
Lower