StoryBrand: How do I write effective website content?

Donald Miller's "Building a StoryBrand" book and his website are some of the most powerful tools for any business to use in its marketing efforts.  We’re going to dig into some of the important concepts that make a website “story branded” and will also look at some story branded website examples that have applied those principles well.  In this article, we describe how to identify the problems of your target audience and use that information to create an effective content strategy that will help them solve their problems.

What is the StoryBrand approach?

The StoryBrand Framework helps businesses and organizations create a memorable, credible, and clear message. It is a powerful tool that allows companies to connect with their audience, and it can help them get their message across effectively.

How do I use StoryBrand to create a compelling brand message that attracts and retains customers?

StoryBrand is a tool to help you create your own brand stories. By telling compelling stories, you’ll be able to communicate why you’re better than your competitors effectively. It will help your potential customers understand why they choose you over your competitors. The StoryBrand framework has seven steps, best summarized as the hero’s journey.

What are the 7 Steps of the StoryBrand Framework?What are the 7 Steps of the StoryBrand Framework?

1. Make your audience the hero.

The truth is that you aren’t the hero of your brand story. Your target audience is. When you focus too narrowly on the type of person who needs your services, you run the risk of not reaching your audience. That’s why it’s essential to broaden your audience base by including people you might not be as familiar with but who are interested in what you offer. Before starting your brand story, you must define your target market. Don’t just talk about “anyone” or “everyone.” Be specific.

Your target audience is the group of people who need your product or service. You need to understand the decision-making processes of your ideal clients. This is important to know who your perfect client is and what problems they are facing that you can solve. Once you understand this, you can define your products’ ideal customers.

2. Define your audience’s problems.

Your ability to solve your audience’s problems is the hook to your brand story. Do you know what keeps your clients up at night, what concerns they struggle with? If you don’t, start brainstorming by asking yourself questions. Keep going until you’re satisfied your list is complete.

3. Guide them to a solution.

A story is a vehicle that takes us on a journey. It’s how we connect with others and ourselves. The main character is like the protagonist, who is the person we see in the story. This character will experience a series of events that leads to a specific outcome in most cases. The stepsisters, who had been planning to dress up and attend the ball anyway, found that they were able to create their gowns and carriages with a bit of magic and a little bit of elbow grease. It was easier than they thought, and soon, they were ready to leave. Your job as a brand evangelist is to bring a little magic to your client’s story.

As a brand person, you need to be a bit of a fairy-godmother, helping clients craft their brand story in a way that brings out their best selves. While it’s true that we always need to remember to show how our service or product benefits the customer, it’s not enough to be a “solution provider.” If you want to connect to your customers in a meaningful way, be sure to show them why your solution is valuable. It’s hard to solve a problem without a plan.

4. Show a clear plan.

The hero of every good story needs a guide. They’re looking for someone to follow, but they first need to decide where they want to go. Once the plot is set, the rest is just a matter of following the story. Cinderella could only get ready for the ball with a bit of help from her fairy godmother. But it was still hard work, requiring several hours of preparation to get her prepared for the festivities. Your role in your brand story is to be the fairy godmother. You don’t have to have the magic wand, but you need to use your skills and experience to create magic for your organization. We’re here to help.

As a service provider, that is what we do best. We want to make sure our clients understand the problems they face and how we can help. But don’t forget to also focus on what it means to be a hero for your customers. You solve problems by making plans. It’s the only way to get anything done. The plan you create is your client’s path to success, so clear instructions for following the path are vital. If your clients are confused, you both lose. After a plan is created, a solid call to action will help see executed.

5. Include a clear call to action.

When crafting content for a brand, it’s essential to consider your audience and their needs. A compelling call to action will make the next step in your clients’ journey clear and provide a sense of direction. By identifying the appropriate call to action for each marketing vehicle (e.g., website, brochure, or ad), you can ensure that the content will help your clients meet their goals. We all receive many messages about products, services, and solutions, and many of these offer no real value. You can’t afford to take a blind eye to clarity in any area of your business.

There are two types of calls to action: One asks your clients to contact you today or apply online. An example is a phone number or website link. A transitional call to action is an excellent way to tell your story because it lets your readers know that you are interested in their business and you want to help them. You can use your stories as a tool to up the stakes of your client’s needs and give them something they can’t get anywhere else!

6. Discuss any potential failure points.

The story of Cinderella shows a young girl who had no means to make her dreams come true and was then advised by a magical fairy godmother to go to the ball. The same is true of any brand. Our products or services are dreams, essential to our success. To reassure your prospects and clients, you need to show them that you will help them reach success. So start by describing your product or service as the best solution to THEIR success.

7. Conclude your story with success.

As you close the loop of your clients’ journeys, be as clear about their potential for ultimate success as you were about their challenges. How will your brand help make their goals and dreams come true? Ultimately, crafting your brand story is all about the end goal. In other words, your business should always be trying to find what that ending will be.

 

How to use StoryBrand to develop content that creates a powerful emotional connection with your audience

StoryBrand: Keep it SimpleKeep it Simple

At Four Eyes, people’s websites tend to start with belief statements. Or even worse, sometimes they’re beginning with negative statements. Why? This is how people think, and they don’t even realize that they are starting their website with a belief statement. We get to help clients change that.

People want to know what’s in it for them right away. Make your message as short and direct as possible, like these StoryBrand examples. People are much more likely to read an article that takes five seconds than they are to take the time to read one that is 20 words long and takes 5 minutes to read.

There are three basic principles to follow with StoryBrand:

1) Show the world who you are.

People buy your product or service to solve a problem. They don’t believe it to have a conversation. People are looking for a solution, and they aren’t talking to you to talk. You must offer them something that they can’t find anywhere else, and make it easy for them to buy.

The related and the deeper internal problem may be: “Do I have what it takes? When your brand, service, or product can address this deeper issue and give customers something to aspire to, your message will stick. This StoryBrand example below promises an aspirational identity of being the leader.

Solve the problem.2) Solve the problem.

Get right to the point with your offer or hero statement. This means focusing on what your potential customers need most and ensuring they know about it.

This website is the first step toward a world of interactive information that we know will become the mainstay of communication. We’re excited to help people easily share and discover new ideas in an environment that is both fun and easy to navigate.

3) Say What You Do.

Your mission should make your readers feel good about what they’re doing and want to continue doing it. Say it.

For example, if you’re confused about where to start investing, here’s an example of an effective StoryBrand that tells it like it is from the Vanguard website. “Let’s go further together.” Simple, positive, and clearly explains their goals in four words.

Key Factors to Focus on When Integrating StoryBrand framework into your website?

There is no one-size-fits-all answer to this question, as the StoryBrand framework will vary depending on the content and tone of your website. No matter if you are writing web page content or an article, be sure you focus on the following:

1. Use the same voice and tone across all pages

2. Keep each page relevant to the overall theme

3. Focus on the benefits

4. Use a clear call-to-action

5. Build in a strong sense of urgency

6. Tell a complete story

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StoryBrand is an effective methodology for writing content.  Always remember you are not the hero of your story, your audience is. The key to creating a successful website is to understand your target audience and use that information to create a content strategy that helps them solve their problems.