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storybrand-marketing

Design & creation

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Updated 10-15 23:44

About this skill

StoryBrand 2.0 Marketing Skill

A comprehensive skill for applying the StoryBrand framework (SB7) to produce crystal-clear, customer-centric marketing copy and strategy.

Core principle: "If you confuse, you lose." — Donald Miller The customer is ALWAYS the hero. Your brand is the Guide. Clarity is the most profitable strategy.

The Science Behind This Skill

StoryBrand works because it aligns marketing with how the human brain is wired:

  1. Law 1 — Survive and Thrive: The brain constantly asks "does this help me survive?" Your message MUST connect to a survival category (financial security, social standing, physical health, mental wellbeing, relationships, time savings, or safety).
  2. Law 2 — Conserve Calories: The brain burns 600-800 calories/day processing information. Confusing messages get filtered out to conserve energy. Clarity = conversion.
  3. The Fourth P — Positioning: Beyond Product, People, and Procedures, businesses MUST master Positioning — the words used to describe their offer so customers instantly understand why they need it.

Read the full cognitive science foundation when a user asks "why does StoryBrand work?" or before coaching on foundational messaging: references/cognitive-science.md

When to Activate This Skill

Use this skill for any of the following:

  • Creating or auditing website copy (homepage, landing pages)
  • Writing a one-liner or elevator pitch
  • Building a BrandScript (full messaging foundation)
  • Crafting marketing emails or nurture sequences
  • Writing sales letters or conversion pages
  • Designing a lead generator / lead magnet
  • Defining customer problems (external, internal, philosophical)
  • Developing a brand narrative or positioning strategy
  • Creating a marketing funnel strategy (Curiosity → Enlightenment → Commitment)

Phase 0: Prerequisites — Build the BrandScript First

Always complete the BrandScript before writing any copy. The BrandScript is the messaging foundation for every other asset.

Open the BrandScript template: assets/brandscript-template.md

If the user has NOT yet completed their BrandScript, guide them through Phase 1. If they have, proceed directly to the relevant phase.

Phase 1: Complete the BrandScript (SB7 Framework)

Work through each of the 7 modules IN ORDER. For each module, ask the user focused questions, then record their answers in the BrandScript template.

Module 1 — THE CHARACTER (The Hero)

The customer is the hero. Your brand is NOT the hero.

Ask:

  • Who is your ideal customer? (Be specific: demographics, role, situation)
  • What does your customer WANT? (One clear desire — keep it focused)
  • What is the single most important outcome they are trying to achieve?

Key rule: Define ONE primary desire. Avoid multiple competing wants.

Output: Fill in character.want in the BrandScript.

Module 2 — HAS A PROBLEM (The Villain)

Every story needs a villain. The villain is the FORCE creating the problem — not a competitor, but a root cause.

Three levels of problems to identify:

External Problem — The surface-level, tangible problem (what they Google)

  • "My website doesn't convert visitors"
  • "I'm losing revenue because..."
  • "My team can't collaborate efficiently"

Internal Problem — The emotional/psychological frustration beneath the external problem

  • "I feel embarrassed that my site looks amateur"
  • "I'm frustrated and overwhelmed"
  • "I feel like I'm failing my team"
  • ⚠️ This is why customers ACTUALLY buy. Lead with this.

Philosophical Problem — The moral dimension; why this SHOULDN'T be happening

  • "Small businesses deserve professional marketing"
  • "People shouldn't have to struggle with confusing software"
  • "Every entrepreneur deserves a clear message"

The Villain — Name the villain (the force behind the problem):

  • Inefficiency, confusion, complexity, fear, wasted time, high costs, isolation

Ask:

  1. What is the #1 external problem your product solves?
  2. How does that problem make your customer FEEL? (internal frustration)
  3. Why is it WRONG that they have this problem? (philosophical injustice)
  4. What is the villain — the force causing all of this?

Output: Fill in problem.external, problem.internal, problem.philosophical, and problem.villain.

Module 3 — MEETS A GUIDE (Your Brand)

The Guide has two mandatory traits. Miss either one and you lose trust.

Trait 1 — EMPATHY (show you understand their pain)

  • "We know how frustrating it is when..."
  • "We understand the feeling of..."
  • Mirror their language from Module 2 (internal problem)

Trait 2 — AUTHORITY (show you can actually help)

  • Credentials, years of experience, number of clients served
  • Awards, certifications, media features
  • Specific results ("helped 500+ businesses double their revenue")
  • Testimonials and social proof

Ask:

  1. What empathy statement can you make that DIRECTLY mirrors the customer's internal frustration?
  2. What proof of authority do you have? (numbers, results, credentials, case studies)

Output: Fill in guide.empathy and guide.authority.

Module 4 — WHO GIVES THEM A PLAN

The plan removes fear and uncertainty. Make it simple — 3 steps maximum.

Two types of plans:

Process Plan — Steps to purchase or use your product

  • Example: "1. Book a call → 2. We build your strategy → 3. Watch revenue grow"

Agreement Plan — A set of principles/commitments you make (builds trust)

  • Example: "We commit to: (1) honest pricing, (2) no hidden fees, (3) results in 90 days"

The 3-Step Rule: Never more than 3 steps. If complex, group sub-steps into 3 main phases.

Ask:

  1. What are the 3 simplest steps for a customer to work with you?
  2. Do you need an agreement plan to overcome objections or build trust?

Output: Fill in plan.steps in the BrandScript.

Module 5 — AND CALLS THEM TO ACTION

There are two types of CTAs. Use BOTH on every page.

Direct CTA — The primary purchase/commitment action

  • "Buy Now", "Start Free Trial", "Book a Call", "Get Started", "Schedule Consultation"
  • Must be specific, urgent, and prominent

Transitional CTA — A lower-commitment way to engage (builds trust before the big ask)

  • Free lead generator/checklist, free webinar, free consultation, sample chapter
  • This feeds your email funnel

Rules:

  • Repeat the Direct CTA at least 3 times on a homepage
  • The Transitional CTA feeds into your email nurture sequence (Phase 4)
  • Make the Direct CTA impossible to miss (contrasting button, clear label)

Ask:

  1. What is your primary Direct CTA (the big ask)?
  2. What Transitional CTA can you offer for free to build trust?

Output: Fill in cta.direct and cta.transitional.

Module 6 — THAT ENDS IN SUCCESS (The Vision)

Paint a vivid picture of what the customer's life looks like AFTER they've solved the problem with your help.

Three types of stakes:

External Success — Tangible outcomes

  • "You'll double your website conversions"
  • "Your team will save 10 hours per week"

Internal Success — Emotional transformation

  • "You'll finally feel confident in your marketing"
  • "You'll sleep better knowing your finances are managed"

Philosophical Success — The larger meaning

  • "You'll be part of a movement of businesses that refuse to be invisible"
  • "You'll prove that a small business can compete with anyone"

Ask:

  1. What is the tangible external result the customer achieves?
  2. How will they FEEL once the problem is solved?
  3. What larger meaning or identity do they gain?

Output: Fill in success.external, success.internal, success.philosophical.

Module 7 — AND HELPS THEM AVOID FAILURE (The Stakes)

Remind the customer what they stand to LOSE if they don't act. Failure stakes create urgency without being manipulative — you're just being honest.

Rules:

  • State failure stakes clearly but briefly (2-3 sentences max)
  • Frame them as consequences of INACTION, not threats from you
  • Always pair failure stakes with success vision — never end on failure

Ask:

  1. What happens if the customer does NOT solve this problem?
  2. What do they continue to lose (money, time, confidence, opportunity)?

Output: Fill in failure.stakes.

The Controlling Idea

After completing all 7 modules, synthesize everything into a single Controlling Idea:

"[Brand] helps [Character] who [Problem] by [Plan], so they can [Success] and avoid [Failure]."

This is the North Star of your messaging. Every piece of copy must align with it.

Phase 2: Write the One-Liner

The one-liner is your brand's elevator pitch. Use this everywhere: email signatures, social bios, networking events, website subheaders.

Formula:

"We help [character] who [problem] [solution], so they can [result]."

Example:

"We help small business owners who feel invisible online clarify their message and build websites that sell, so they can grow their revenue without wasting money on marketing that doesn't work."

Steps:

  1. Pull from BrandScript: character + internal problem + your method + external success
  2. Keep it under 2 sentences
  3. Avoid industry jargon — a 10-year-old should understand it
  4. Test it with the "Grunt Test": After hearing it once, can someone repeat back what you do?

Phase 3: Build the Website Wireframe

Use the BrandScript to build a StoryBrand homepage wireframe. The page must pass the Grunt Test in 5 seconds:

  • What do you offer?
  • How does it make my life better?
  • How do I get it?

See the detailed wireframe guide: references/website-wireframe.md

Section order:

  1. Hero Section — Headline (what you offer), subheadline (why it matters), Direct CTA button, Transitional CTA link
  2. Stakes Section — "Here's what happens if you don't act" (1-3 sentences)
  3. Value Proposition — 3 key benefits with icons (external, internal, philosophical)
  4. The Guide — Your authority + empathy statement ("We understand... and we've helped 500+ clients...")
  5. The Plan — Your 3-step process with simple illustrations
  6. Explanatory Paragraph — Longer narrative that tells the full story
  7. Video (Optional) — Brief 2-3 min brand/explainer video
  8. Price Options — Clear pricing tiers if applicable
  9. Social Proof — Testimonials, logos, case study results
  10. Lead Generator CTA — Transitional CTA with form
  11. Direct CTA — Final prominent "Buy/Start/Book" button
  12. Footer / Junk Drawer — Navigation, legal links, secondary content

Phase 4: Build the Marketing Funnel

A StoryBrand funnel moves customers through three stages:

  • Curiosity → They discover you (via one-liner, social, search)
  • Enlightenment → They learn to trust you (via website + lead generator)
  • Commitment → They buy (via email sequence + clear CTA)

See the email sequence guide: references/email-sequence-guide.md

Lead Generator

Create a free resource that:

  • Solves ONE specific problem for your customer
  • Directly relates to your product's value
  • Is immediately actionable
  • Formats: PDF checklist, short video series, template, quiz, mini-course

Lead Generator naming formula:

"The [Customer Type]'s [Outcome] [Format]" Example: "The Small Business Owner's 5-Step Marketing Checklist"

Email Sequence (6–8 Emails)

After the lead generator opt-in:

  • Email 1: Deliver the lead generator + warmly welcome them
  • Emails 2–4: Nurture — teach, share insights, solve problems (no selling)
  • Email 5: Transition — share a story/case study that leads to your offer
  • Emails 6–8: Sell — state the problem, present the offer, include urgency, clear CTA

Phase 5: Write the Sales Letter / Landing Page

For a specific product/service, write a StoryBrand-style sales page.

See the sales letter template: assets/sales-letter-template.md

Sales page flow:

  1. Headline: Name the problem or the desired outcome (not your product name)
  2. The Problem: Empathize with the pain (external + internal)
  3. The Stakes: What happens if they don't solve it now
  4. Introduce the Guide: Who you are + your authority
  5. Present the Solution: Your product/service as the plan
  6. The 3-Step Plan: How it works (dead simple)
  7. Social Proof: 2-3 testimonials
  8. The Offer: What they get, price, guarantee
  9. Overcome Objections: FAQ section
  10. The CTA: Clear, specific, repeated

Quality Checklist

Before finalizing ANY marketing asset, verify:

  • Is the CUSTOMER positioned as the hero? (not your brand)
  • Is your brand positioned as the GUIDE? (not the star)
  • Does the copy connect to a survival category (financial, social, health, wellbeing, relationships, time, safety)?
  • Is the message focused on ONE primary transformation? (not multiple)
  • Does the copy address external, internal, AND philosophical problems?
  • Is the Direct CTA clear, specific, and prominent?
  • Is there a Transitional CTA for people not ready to buy?
  • Does the page pass the Grunt Test in 5 seconds?
  • Is the messaging free from jargon and confusion?
  • Does the copy paint a vivid success vision?
  • Are failure stakes mentioned to create urgency?
  • Does the plan have 3 steps or fewer?
  • Is the one-liner clear enough that a 10-year-old can repeat it?
  • Does the brand OWN a specific problem (not just describe a product)?

Gotchas — Common Mistakes to Avoid

These are the most frequent errors agents and users make when applying StoryBrand:

  • Making the brand the hero: The most deadly mistake. Never write copy that starts with "We are..." or puts your company front and center. Always open with the customer's problem or desired outcome.
  • Talking about too many things: A brand can only be known for ONE primary thing. One message, one transformation, one CTA per section. Multiple competing messages = confused customer = lost sale.
  • Vague survival connection: "We help businesses grow" connects to nothing specific. Always trace the benefit to a concrete survival category (financial, social, health, etc.).
  • Authority without empathy: Never lead with credentials. Empathy ALWAYS precedes authority. "We understand X (empathy) and we've helped 500+ clients (authority)" — not the reverse.
  • Plan with more than 3 steps: More than 3 steps creates fear and friction. Always group into 3 main phases, even if the process is complex.
  • Generic CTA buttons: "Learn More", "Click Here", "Submit" are conversion killers. CTAs must be specific: "Book Your Free Strategy Call", "Download the Marketing Toolkit".
  • No transitional CTA: 70% of visitors aren't ready to buy on first visit. Without a transitional CTA (lead generator), you lose them permanently.
  • Headline about the company: The hero section headline must describe what the CUSTOMER gets, not who the company is. "Award-Winning Marketing Agency" → wrong. "Marketing That Fills Your Calendar With Clients" → right.
  • Failure to test the one-liner: Always test one-liners by saying them aloud to real people. If they can't repeat it back immediately, it's not clear enough.
  • Skipping the BrandScript: Never write copy before completing the BrandScript. Skipping it produces generic, company-centric copy that violates every principle above.

AI Integration (StoryBrand 2.0 Feature)

StoryBrand 2.0 explicitly incorporates AI. When helping the user automate content:

  1. Always complete the BrandScript FIRST — AI generates based on the BrandScript
  2. Use the completed BrandScript as the system prompt/context for AI generation
  3. Generate: website copy, email sequences, social media posts, ad copy, and sales scripts from the BrandScript
  4. Human review is mandatory — AI creates, humans curate and refine

Prompt template for AI generation:

Using this BrandScript, generate [asset type]:

Character wants: [X]
Problem (External): [X]
Problem (Internal): [X]
Problem (Philosophical): [X]
The Villain: [X]
Guide empathy: [X]
Guide authority: [X]
Plan: [Step 1, 2, 3]
Direct CTA: [X]
Transitional CTA: [X]
Success Vision (External): [X]
Success Vision (Internal): [X]
Failure Stakes: [X]
Controlling Idea: [X]
One-Liner: [X]

Reference Files

Load these files ON DEMAND — only when specifically needed for the task: