A Primer On The StoryBrand Framework

We talk a lot about the StoryBrand Framework, but what exactly is it? What does it mean, and why will it be good for my business to invest in the StoryBrand treatment to my marketing?

The truth is, most companies waste an enormous amount of money on marketing.

They waste money because the words they use are vague, they don’t mean anything, and they don’t ask people to take specific and active steps to do business with them. They spend a ton of money to designers that make them beautiful websites that end up not meaning anything.

Take a look at this website.

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What does this website tell you? Who is this website for? What does the company do? How will it make my life better? What do I have to do to get the thing?

But this website is beautiful right? It’s slick, the colors are awesome, the font is trendy and cool. So why won’t this company make any money? Because they aren’t telling the story that clearly communicates what they do, why it makes their customers’ lives better, and doesn’t tell people what to do to get it.

People only buy products after they read words that make them want to buy those products.
— Donald Miller, CEO of StoryBrand

The human brain is fickle, it’s limited, and it has a lot of work to do.

So therefore, because the brain is smart, it’s gotten really good at filtering out messages that don’t mean anything to it. The human brain has two basic functions. The brain is trying to:

  1. Survive and Thrive

  2. Conserve Calories

The brain is the body’s HQ, and is responsible for making sure that the human it pilots stays alive. Humans have created these really cool things called societies, neighborhoods, and friendships. I ask Bob if he wants more coffee and go get him some. Bob is now my friend. Now when vikings sail into the Coastal Bend and start pillaging my home, Bob will stand and fight with me.

That’s not literally what we expect ever to happen, but subconsciously that’s what’s going on. So as brands and companies, we have to be communicating messages that only help customers understand how we help them survive and thrive.

And we have to do it quickly, because of the second thing that the brain is trying to do. The brain is trying to conserve calories. The human body has a limited amount of energy, and the brain has to make sure it has rations enough to power every operation.

Reading websites like the one above is a waste of energy, so your message won’t even make it past your eyeballs. So two things, we have to communicate how we help customers survive and thrive, and we have to do it quickly, otherwise the brain kicks us out.

That doesn’t leave a lot of room for clever puns or tricky wordplay. We' have milliseconds.

Story Can Overcome The Brain’s Dismissive Operations

If you’re like me, you’ve struggled with telling your brand’s story in a way that’s engaging, compelling, and profitable. Over the next few weeks, we’ll be breaking down the different parts of the StoryBrand Framework to help you get a better understanding of how to start implementing better messaging practices into your marketing.

Or if you are going, “I want this now!” then follow this link to schedule a call with us today so you can stop wasting money on marketing that doesn’t make sense and start using the power of story to make more money, create new customers, and grow your business.