How StoryBrand Helps You Connect (and Makes Writing Your Website Easy)
Today’s post is by wellness copywriter Kate Downes of Cora Marketing. Kate uses a tried and true framework for her messaging – the very same framework I recommend to all my clients! Read on for some insight into what this framework is, why it works, and how it can help your wellness business.
In this articleWhat is Storybrand?
How does StoryBrand help you send the right message to the right people?
3 StoryBrand copywriting tips to connect clearly & compassionately
Tell your most effective brand story
So, you’re ready for a new website…Nice.
Let me guess – you’re giddy with excitement and already daydreaming about showing your new site off. And maybe you’re a little nervous, too?
You know the design will be taken care of. But what about the words? If you’re planning on writing your own copy, you might be wondering how you can convey a message that grows your business, but still comes across as authentic, relatable, and never pushy.
In a world full of overhyped tactics and marketing fads, thankfully there is an effective way to write about your business and still stay true to yourself. It’s called StoryBrand.
What is StoryBrand?
StoryBrand is a marketing and copywriting framework that leans on the power of storytelling to grow businesses. The essence is this: you will connect with the right people by telling them a story – the story of their own transformation when they do business with you.
Rather than focusing on your own story of success (like the history of your business or accomplishments), focus on the wants, needs, and desires of the people you want to reach. It’s not about how you got to where you are. It’s about how you are going to lead them to where they want to go.
The StoryBrand concept was developed and founded by Donald Miller, a writer who noticed something important: every successful story (from Aesops Fables to Harry Potter) follows a similar story arc. What if businesses could use this same technique to make their “stories” more compelling to their customers?
Since the release of Building a StoryBrand in 2017, this realization has grown from an idea in a book to a worldwide marketing strategy practiced by hundreds of certified marketers and the businesses they help. But while StoryBrand (and similar marketing styles) is a unique framework in its own right, the idea that story connects us is as old as time.
So, how does the story go?
When you break stories down to their most essential parts, you’ll find 7 key elements that work together like this: A character wants something. But, they have a problem or obstacle that’s getting in the way. They meet a guide who gives them a plan and calls them to action. Taking this action helps them avoid failure and ends in their success.
Let’s break that down.
A character…
This is your ideal client – and they want something (or to be something). Ask yourself, what do they want as it relates to your business?
…has a problem.
A business sells products or services. But what people buy is a solution to a problem. What tangible problems does your character have? How do these problems negatively affect their life and how they feel? Now, how does your business solve those problems?
They meet a guide…
In this story, your customer is the hero, and you’re their, wise, trusty guide. How can you empathize with them? Why should they trust you? How can you position your offerings as secret weapons to help them be a hero in their own life.
who gives them a plan…
Everything in life is easier when you have a plan. Giving your character a plan to reach their goal eliminates one huge obstacle to their success: taking the first step. What is a simple plan you can give your character that makes doing business with you feel easy and achievable?
and calls them to action…
Most people won’t take action until they’re invited. Be sure to include calls to action (book a call, buy now, take the quiz), so your readers know exactly what they should do to take the next step. What’s the first thing someone should do if they’re ready to work with or buy from you?
so they can avoid failure…
In every compelling story, there’s always something at stake if the character fails to take action. What’s at risk if your ideal client doesn’t work with you? What consequences will they experience?
…and experience success.
Effective website copywriting will help your character envision their life after working with you. How can you inspire them by painting a picture of their future success?
How does StoryBrand help you send the right message to the right people?
There’s no shortage of copywriting strategies, formulas, and “special sauces” out there. There are even other frameworks that use similar storytelling techniques. So what has made StoryBrand catch on so widely? And how can it work for so many different types of businesses?
For one, it’s clear. Donald Miller put it best when he said, “If you confuse you lose.” If someone can’t figure out how you can help them within 5 seconds of landing on your website, they probably won’t stick around to find out. Basically, don’t make your potential client work to figure out what you do. Copy that is simple and easy to understand saves our clients’ mental energy. As a result, they feel confident in their decision to work with you and are eager to take action.
The StoryBrand framework is also universal. If your business solves a problem (you’d be hard-pressed to find one that doesn’t), this method is designed for you. Another interesting point is that ideas are up to 22 times more memorable when presented as a story. So if you want your ideal clients to remember your brand as their solution, tell them a story.
These are all good, practical reasons. But deep down, I believe there’s a more important reason this works: humans crave connection and want to be seen.
No longer does the loudest, brightest, most boastful business win. We want to trust the people we do business with – and we also want to know that they understand us. We want them to empathize with what we’re struggling with and show us the light at the end of the tunnel. Egocentric as it sounds, we are all the main characters in our own lives. It’s much more enticing to engage with a brand that acknowledges us and wants to raise us up, rather than put themselves on a pedestal. And StoryBrand-driven copywriting does that.
It’s clear, it’s universal, it’s customer-centric. More good news – there are a few other reasons why understanding the StoryBrand framework before you write your copy can help you create a more effective website.
It helps you attract the *right* clients and customers.
You can’t be all things to all people (and don’t want to, either). The benefit of being really clear about who you help and how you help them is that your website copy acts as a natural filter. People who aren’t the right fit will be able to self-select out (saving both of you time). Those who fit the bill perfectly will see themselves in your story and instantly know they’re in the right place.
It offers an ick-free approach to marketing yourself (that’s still effective).
If marketing feels like a dirty word, let’s reframe it. Marketing isn’t selling yourself; it’s communicating your value clearly, so the people who need and want your services or products can find you. Marketing done well doesn’t feel sleazy or pressuring – it feels like relief. Relief that there’s someone out there who gets me and has an answer to my problem.
The StoryBrand framework can help you avoid the ick-factor sales tactics because it relies on your authentic authority and empathy, rather than boasting or pressuring people into a sale. Sharing how you’ve helped others (or even been in their shoes) makes your copy feel human and trustworthy.
It makes the writing process easier.
Writing your website copy is no easy task. What do you say? How do you say it? Where do you say it? The StoryBrand framework won’t give you the exact words to use (that’s where your creativity and authenticity come in!), but it does guide the process. Like bumpers on a bowling lane, using each of the 7 elements helps you stay on track with a cohesive story and ensures you’re targeting the right audience.
3 StoryBrand copywriting tips to connect clearly & compassionately
For most people, the concepts behind the StoryBrand framework click instantly. But putting them into practice for your own business can be tricky. These tips can help you get started:
1. Use free (or low-cost) tools to inspire and plan.
If you want to follow the StoryBrand approach to writing your website, you’re in luck. There are several free or relatively inexpensive ways to learn more about StoryBrand and start writing with confidence.
ReadBuilding a StoryBrand
The book that started it all. Read this to get a deeper understanding of how to use the principles of a good story in your marketing.
PrepareStoryBrand Brand Script Worksheet
Ready to identify the 7 elements of your brand story? Use this PDF to organize your thoughts and keep them clear.
ListenThe Business Made Simple podcast (start here)
Hear from industry experts on the power of using storytelling, along with other business and marketing tips.
Dive DeepBusiness Made Simple University
Want a crash course in StoryBrand copywriting? These self-paced video courses walk you through the essential steps of crafting your brand message and writing an effective website. Start a 7-day free trial here.*
2. Get really clear on your services.
Using the StoryBrand framework to write your own copy is fun and empowering when you are crystal clear about your services or products. But if you are still fine-tuning your offerings, it will feel more like pulling your own teeth.
Here’s a tip: if you are still creating your offer, spend some time thinking about your ideal client’s problems. What’s the simplest issue they struggle with that you can make disappear? It doesn’t have to be their most important problem or even the one you want to solve most. But starting here can help you get really specific about how you guide them.
Already know how you help to a T? That’s half the battle won. Now let’s make sure the way you describe it resonates with people who are new to you. Once you’ve written copy for your headline, show it to someone who doesn’t know anything about your business for 7 seconds. If they can explain what you do, who you do it for, and how to get started, you’re on track. If not, clarify, clarify, clarify!
3. Embrace the role of the guide.
If you want to market yourself authentically, think of yourself as a guide instead of a hero. The story you’ll tell as a guide will be less about your history and more about why you make a great supporting role for your client.
Before you start writing, journal or meditate on these prompts: Have you been through something similar? Are you frustrated by the same things? Has your experience given you special insight into solving their problems? Why do you care about their success?
Tell your most effective brand story
A website needs two things to be successful: strategic design and copy worth reading. When these two collide, that’s where the magic happens. This is the sweet spot where you’re positioned to reach your ideal clients, you confidently show up in your business, and you make your biggest impact.
If you’re signed up to work with a designer who shares your vision, you’ve already got great design in the bag. Now, let’s make sure your website copy does its part and tells a beautiful story of transformation!
Have a question about copywriting or your project in general? Reach out!
