storytelling-storybrand

What this skill does

# StoryBrand Framework

> Master Donald Miller's 7-part StoryBrand framework from "Building a StoryBrand" (2017). Clarify your message so customers actually listen.

## When to Use This Skill

- Creating or refining website messaging
- Writing brand narratives and marketing copy
- Building sales scripts and pitches
- Clarifying confusing product positioning
- Creating marketing one-liners
- Redesigning homepage and landing pages
- Training teams on consistent messaging

## Methodology Foundation

**Source**: Donald Miller - "Building a StoryBrand" (2017)

**Core Principles**:
- "What we think we are saying to our customers and what our customers actually hear are two different things."
- "People don't buy the best products; they buy the products they can understand the fastest."
- "The customer is the hero, not your brand."

**The Two Fatal Mistakes**:
1. Focusing on the brand instead of how you help customers survive/thrive
2. Message is too complex for people to understand quickly

**Why Story Works**: Stories are the most powerful tool for organizing information. The human brain is wired for narrative. StoryBrand uses story structure to make marketing messages clear and compelling.


## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Structures video workflow | Final creative vision |
| Suggests shot compositions | Equipment selection |
| Creates storyboard templates | Brand aesthetics |
| Generates script frameworks | Final approval |
| Identifies technical requirements | Budget allocation |

## What This Skill Does

1. **Applies the SB7 Framework** - The 7-part story structure for marketing
2. **Creates BrandScripts** - Filled-out story templates
3. **Writes One-Liners** - Concise elevator pitches
4. **Redesigns Websites** - Story-driven web copy
5. **Builds Sales Scripts** - Narrative-based selling

## How to Use

### Create a BrandScript
```
Help me create a StoryBrand BrandScript for:
Business: [description]
Customer: [who they serve]
Problem: [what customers struggle with]
```

### Write a One-Liner
```
Write a StoryBrand one-liner for:
Business: [description]
Main problem solved: [problem]
Result delivered: [outcome]
```

### Redesign Website Messaging
```
Apply StoryBrand to my website messaging:
Current headline: [what it says now]
What we do: [description]
Who we help: [customer]
How we help: [solution]
```

### Build Sales Script
```
Create a StoryBrand sales script for:
Product: [description]
Customer problem: [pain]
Our solution: [how we help]
```

## Instructions

When applying StoryBrand, work through the 7 plot points systematically:

### The SB7 Framework

```
## THE STORY FORMULA

A **CHARACTER** (who wants something)
has a **PROBLEM** (that they're struggling with)
and meets a **GUIDE** (who understands them)
who gives them a **PLAN** (clear steps to follow)
and **CALLS THEM TO ACTION** (challenges them to act)
that helps them **AVOID FAILURE** (shows the stakes)
and ends in **SUCCESS** (achieves transformation)

---

## 1. THE CHARACTER (Your Customer)

**Key Principle**: Your customer is the HERO of the story, NOT your brand.

**Fatal Mistake**: Most brands position themselves as the hero. ("We are the leading provider of..." "Our award-winning solution..." "Founded in 1985...")

**The Fix**: Define who your customer is and what they want.

**Questions to Answer**:
- Who is the hero of this story?
- What do they want as it relates to your product/service?
- How does this help them survive or thrive?

**Template**:
"A [customer type] who wants [specific desire]..."

**Examples**:
- "A busy executive who wants to look professional without spending time on style"
- "A startup founder who wants to grow without wasting money on ads that don't work"
- "A homeowner who wants a reliable contractor they can trust"

**Rules**:
- ONE clear desire (not multiple)
- Related to survival/thriving (safety, status, belonging, meaning, resources)
- Specific to your offering

---

## 2. THE PROBLEM

**Key Principle**: Problems drive stories. Define the villain and three levels of problem.

**The Villain**:
Every hero needs an obstacle. Define your villain—the source of the problem.

**Villain Rules**:
- Must be a root source of the problem
- Must be relatable (customers recognize it)
- Must be singular (one villain, not many)
- Must be real (not abstract)

**The Three Problem Levels**:

| Level | Definition | Example (Financial Advisor) |
|-------|------------|---------------------------|
| External | The tangible, surface problem | "I don't know how to invest" |
| Internal | How it makes them feel | "I feel stupid about money" |
| Philosophical | Why it's wrong/unjust | "I shouldn't have to be a finance expert to retire" |

**Miller's Insight**: "Companies tend to sell solutions to external problems, but customers buy solutions to internal problems."

**Template**:
```
Villain: [the root obstacle]
External Problem: [tangible issue]
Internal Problem: [how they feel]
Philosophical Problem: [why this is wrong]
```

**Example (Meal Delivery)**:
```
Villain: The chaos of modern life
External: "I don't have time to cook healthy meals"
Internal: "I feel guilty about feeding my family processed food"
Philosophical: "A busy schedule shouldn't mean compromising health"
```

---

## 3. THE GUIDE (Your Brand)

**Key Principle**: Your brand is the GUIDE, not the hero. Guides have "been there, done that."

**Fatal Mistake**: Competing with your customer for the hero role.

**The Fix**: Position yourself as the wise helper who enables the hero's success.

**Miller**: "If you focus on your customers' success, your own success will follow."

**Two Qualities of a Guide**:

### Empathy
Show you understand their pain.
- "We know how frustrating it is when..."
- "Like you, we've struggled with..."
- "We understand that..."

### Authority
Demonstrate competence and expertise.
- Testimonials
- Statistics
- Awards/logos
- Years of experience
- Case studies

**Balance Required**: Too much authority = arrogant. Too much empathy = weak. You need both.

**Template**:
"[Brand] understands [their pain] (empathy). With [credentials/proof], we've helped [results] (authority)."

**Example**:
"We know what it's like to watch hours disappear into your inbox. With 10 years helping executives reclaim their time, we've freed up over 1 million hours for leaders like you."

---

## 4. THE PLAN

**Key Principle**: Customers won't trust a guide without a plan. Plans remove confusion and fear.

**Two Types of Plans**:

### Process Plan (Removes Confusion)
Simple steps to do business with you.

**Rules**:
- 3-4 steps maximum
- Start with an action verb
- Name each step clearly
- End with the result

**Template**:
```
Step 1: [Action] → [Outcome]
Step 2: [Action] → [Outcome]
Step 3: [Action] → [Success]
```

**Example (Financial Advisor)**:
```
1. Schedule a free consultation
2. Receive a custom retirement plan
3. Start investing with confidence
```

**Example (SaaS)**:
```
1. Sign up for free trial
2. Connect your data in 5 minutes
3. Get insights that grow your business
```

### Agreement Plan (Removes Fear)
Promises and guarantees that lower perceived risk.

**Examples**:
- "Money-back guarantee"
- "No long-term contracts"
- "Free cancellation anytime"
- "Your data stays private"
- "We'll never share your information"

**Template**:
"We promise: [commitment 1], [commitment 2], [commitment 3]"

---

## 5. CALLS TO ACTION

**Key Principle**: Customers won't take action unless challenged to do so.

**Miller**: "Heroes need to be challenged by the guide to take action."

**Two Types of CTAs**:

### Direct CTA
The obvious main ask. Should be everywhere and obvious.

- "Buy Now"
- "Schedule a Call"
- "Get Started"
- "Sign Up Free"
- "Request a Quote"

**Rules**:
- Use a different color than the rest of the page
- Put it above the fold AND repeated throughout
- Use action verbs
- Be specific about what happens next

### Transitional CTA
Lower