StoryBrand messaging framework based on Donald Miller's "Building a StoryBrand". Use when you need to: (1) clarify your brand message so customers understand it, (2) create website copy that converts, (3) write one-liners and elevator pitches, (4) build landing pages that follow narrative structure, (5) create marketing collateral that positions customer as hero, (6) diagnose why messaging isn't resonating, (7) develop a brand script for consistent communication.
Framework for clarifying your message so customers will listen. Based on a fundamental truth: customers don't buy the best products—they buy the ones they can understand the fastest.
Core Principle
The customer is the hero, not your brand. Your brand is the guide who helps the hero win. When you position yourself as the hero, you compete with your customer. When you position yourself as the guide, you serve them.
Scoring
Goal: 10/10. When reviewing or creating marketing copy or brand messaging, rate it 0-10 based on adherence to the principles below. A 10/10 means full alignment with all guidelines; lower scores indicate gaps to address. Always provide the current score and specific improvements needed to reach 10/10.
The SB7 Framework
Every compelling story follows the same pattern. Use this structure for all messaging:
1. Character (The Hero)
The customer wants something. Be specific about what they want.
Audience Segmentation:
Different segments may have different primary desires. Create separate messaging for:
Different roles (CEO vs. Manager vs. Individual contributor)
Different stages (Startup vs. Scale-up vs. Enterprise)
Different pain intensity (Aware vs. Urgent)
Rules:
Open a story gap (desire creates tension)
Focus on ONE desire per message (not a list)
The desire should be related to survival (physical, financial, relational, spiritual)
Aspirational identity is powerful ("become the leader everyone respects")
Examples:
"You want a beautiful smile" (not "our dentistry is excellent")
The guide gives the hero a plan. Plans create clarity and reduce fear.
Two types of plans:
Process Plan (3-4 steps to work with you):
Schedule a call
Get a custom plan
Start seeing results
Agreement Plan (commitments you make to remove fear):
"We'll never pressure you to buy"
"100% satisfaction guaranteed"
"Cancel anytime"
Rules:
Limit to 3-4 steps maximum
Use action verbs
Number the steps
Give each step a simple name
5. Call to Action
The guide calls the hero to action. If you don't ask, they won't act.
Two types of CTAs:
Type
Definition
Examples
Direct CTA
The primary action you want
"Buy Now", "Schedule a Call", "Get Started"
Transitional CTA
Lower commitment for those not ready
"Download Free Guide", "Watch Demo", "Take the Quiz"
Rules for Direct CTA:
Use a button (not a text link)
Make it stand out visually (different color)
Repeat it multiple times on the page
Use action language ("Get" not "Submit")
6. Success (Stakes)
Paint a picture of what life looks like after they work with you.
Three elements of success:
Status: How will they be perceived? ("Become the go-to expert")
Completeness: What gap will be closed? ("Finally have financial peace")
Self-realization: Who will they become? ("Be the leader you were meant to be")
Show the transformation:
Before/after comparisons
Customer success stories
Specific outcomes (numbers, results)
7. Failure (Stakes)
Paint a picture of what happens if they don't act.
Purpose: Create stakes. Without stakes, there's no story.
Rules:
Don't overdo fear (just a taste)
Be honest about consequences
Focus on opportunity cost, not punishment
Use "what if you don't" framing
Examples:
"How long will you wait before getting this handled?"
"Don't let another year go by feeling overwhelmed"
The One-Liner
A single sentence that clearly explains what you do. Use it everywhere.
Formula:
[Problem] + [Solution] + [Result]
Structure:
"We help [CHARACTER] who struggle with [PROBLEM] to [SOLUTION] so they can [RESULT]."
Examples:
"We help busy parents who struggle to cook healthy meals get fresh ingredients delivered weekly so they can feed their family nutritious food without the stress."
"We help small business owners who feel overwhelmed by marketing create a clear message so they can grow their revenue."
Test: Can someone repeat it after hearing it once?
Tone and Voice Guidelines
Your brand voice should be consistent across all channels while adapting to context:
Guide qualities to convey:
Empathy: "We understand..."
Authority: "In our experience..."
Confidence: "Here's what works..."
Helpfulness: "Let us show you..."
Avoid:
Hero language: "We're the best at..."
Jargon: Use customer's words
Condescension: Respect their intelligence
Weakness: Be confident, not tentative
Website Wireframe
See: references/website-wireframe.md for page-by-page structure, including interior page templates (product, about, service pages).
Brand Script Template
See: references/brand-script.md for complete worksheet.
One-Liner Examples & Formula
See: references/one-liners.md for industry examples and variations.
Additional Reference Files
email-sequences.md: Nurture sequence structure, welcome sequences, templates, subject line formulas
multi-channel-consistency.md: Social media adaptation, video scripts, podcast, PR, brand voice guidelines
Common Messaging Mistakes
Mistake
Why it fails
Fix
Being the hero
Competes with customer
Position as guide
Multiple messages
Confuses people
One clear message per asset
Clever > clear
People don't decode messaging
Choose clarity always
Feature-focused
Customers care about transformation
Lead with outcomes
No clear CTA
No direction = no action
Ask for the sale
No stakes
No urgency = no motivation
Paint failure picture
Starting with "We"
Self-focused
Start with customer's problem
Quick Diagnostic
Ask these questions about any marketing asset:
Can a caveman understand what you offer in 5 seconds?
Is the customer clearly the hero?
Have you identified internal problem, not just external?
Do you demonstrate empathy AND authority?
Is there a clear 3-step plan?
Is there one obvious CTA?
Do you show success AND failure stakes?
If any answer is "no"—that's your problem.
Further Reading
This skill is based on the StoryBrand framework developed by Donald Miller. For the complete methodology, worksheets, and deeper insights, read the original book: