Using StoryBrand To Create Copy Your Prospects Can Easily Understand
Why do customers walk away without buying?
4 min read
Kari Switala : Feb 28, 2024 3:07:45 PM
Whether you’re a B2B or B2C company, everything you do revolves around one primary objective: to make a sale. Yes, a website is a critical part of any marketing strategy. It’s a great place to host all the information about your company and your products and services. However, it’s easy for a prospect to visit your website, peek around, and leave without making a purchase.
Enter landing pages. A landing page is a standalone piece of content your prospects will generally access from a targeted email or social media post. It’s a focused piece of content that highlights your offering and includes only one CTA. However, not all landing pages are created equal. If you want to convert more prospects from your landing page, consider implementing the StoryBrand framework.
An effective messaging tool developed by Donald Miller and popularized by his 2017 book, Building a Story Brand, this framework takes the buyer on a journey that ultimately leads them to make a purchase.
It’s built off the concept that, as humans, we love a good story, and we will do whatever we need to do to survive, thrive, and conserve mental calories. In effect, when we craft a story about how our product solves our prospect’s problem in an easy-to-understand and impactful way, they “Buy Now” and we create a brand ambassador!
According to Miller, this process can be easily broken down into 7 important steps:
This highly effective tool can be implemented across an entire website or scaled back and implemented on a single landing page.
In this section, let’s look at some important tips for each StoryBrand step.
Hot tip: Tap into your prospect’s aspirational identity. Who do they want to become?
Hot tip: Don’t shy away from your hero’s pain in hopes of making your message more palatable. Hit it square on the head. It might feel risky, but it will help prepare them for your solution.
Hot tip: Incorporate badges or testimonials on your landing page for an effective yet subtle way to establish authority while keeping your messaging centered around your hero’s needs.
Hot tip: Imagine each step as a stone in a treacherous creek. Your hero can walk from step to step and cross safely to the other side where their promised land awaits!
Hot tip: Being direct is key. Whether you’re calling your prospect to download a free resource or hand over their hard-earned dollar for a life-changing solution, keep your CTA clear and concise.
Like any good story, your StoryBrand messaging must present your hero with an alternative scenario. Your hero must understand what’s at stake and what they could stand to lose. These are the stakes of any good story and help make it compelling.
Hot tip: Don’t shy away from a pinch of fear in your narrative. Our desire to avoid pain and loss motivates us to seek a solution to our problems. Learn more about prospect theory here!
Your hero’s success—now that’s one area you can’t overemphasize! Go all in. Call out their aspirational identity. Reinforce that you can help them succeed and become their best self. Bring this picture to life!
Hot tip: Everyone wants to be taken somewhere. Answer the question, Where is your brand taking people? Don’t assume they know how to get there. Be specific.
If you’ve followed our company for a while, you probably know we’re big StoryBrand fans. In fact, we’re certified StoryBrand guides. And we’re obviously pretty excited about marketing too 😉 We would love to apply the StoryBrand framework to your business’s messaging and help you convert more prospects from your landing page! If you’d like to learn more, schedule a free exploratory call with us.
Why do customers walk away without buying?
Standing out in a sea of competitors is tough enough in a normal year. When you add in a pandemic and the fact that you can’t always see people face...
Originally posted in February 2020; Updated March 2024 Raise your hand if you need help getting your prospects’ attention. 🙋♀️