Create marketing that WORKS using the Story Brand Framework

As a marketer, it's my job to persuade people to take action.

Whether that's to stop scrolling on LinkedIn to read a post, open an email, visit a website or to buy.

When creating content, I can talk about the features and functional elements of the service or product that I'm trying to promote or sell.

But what really drives people are emotions.

And as I sit there, looking at a blank piece of paper, I often wished that I have physic abilities to know exactly what I could say to persuade them to take action.

Well, I use a very powerful framework to help give me this physic ability.

It's called the StoryBrand framework.

Created by an American business consultant called Donald Miller, the StoryBrand framework breaks down the 7 phycological elements that make a great story.

Element 1: The Character

Every story starts with a character who wants something.

In the context of marketing, this character is your customer and they should be positioned as the hero in your story.

Element 2: The Problem

The character encounters a 3 different types problem that prevents them from getting what they want...

External Problem: is the physical or tangible issue they need to solve.

Internal Problem: is The emotional challenge or frustration caused by the external problem.

Philosophical Problem: is the broader, often moral question that underlies the problem.

Element 3: The Guide

The character meets a guide who understands their problem and has a plan to help them.

Element 4: The Plan

The guide gives the character a plan. This involves outlining a clear, simple plan that customers can follow to solve their problems.

Element 5: The Call to Action

The guide calls the character to action.

Element 6: Avoiding Failure

Every story involves stakes that create tension.

Highlight what’s at risk if your customer doesn’t take action. Explain the negative consequences of inaction to emphasise the importance of the call to action.

Element 7: Achieving success

Finally, the story concludes with the character achieving success and all of their problems being resolved.

This is called the story loop and is incredibly powerful in story telling.

Quick summary:

• 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).

Now that you know the 7 elements of great stories, it's your job to to think about your own client's story.

Think of the typical business owner that you work with, jot down all of your ideas for each element of the story brand framework and then refine it down into a simple story.

You can use my action sheet below to do this:

To learn more about the StoryBrand Framework, please listen to episode 3 of the HR Marketing Guy's Podcast: https://www.thehrmarketingguy.com/podcast-episode-3-story-brand-framework