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StoryBrand Brand Script - Coggle Diagram
StoryBrand Brand Script
Character (The customer = the hero)
What do they desire?
:check: More money
More clients/to help more people
More influence - become the go to expert for their thing
What kind of person do they want to be? What's their aspirational identity?
Confident, fearless
Competent and smart
Action oriented
Successful
What tangible things have they got?
Paid off their home mortgage
Nice car - BMW
Who has the hero become by the end of the story...
Character transformation: From [THIS] to [THAT]
What can I help with that feeds the need for survival?
Conserve finances
No need to invest in more courses or training
No big ad spend
Conserve time
DFY services
Spend less time doing things that don't work
Use the time saved to work on their business/spend more time with family/get better work-life balance
Build social networks
Be part of a tribe/community
Feeds the desire to nurture and be nurtured
Gain status
Build authority and become better known
Project abundance to attract allies
Secure a mate
Accumulate resources
Make money/revenue
More money = opportunity to secure other resources needed for survival
Increased productivity/time to work on their area of expertise
Likely to increase income/revenue
Innate desire to be generous
Help them to be able to help others
Being more visible and found by the right people
Gain wealth and the means to be able to help others without charge or recognition
The desire for meaning
Participate in something greater than themselves - a cause/movement
That marketing doesn't have to be difficult/unachievable/expensive/accessible to only the few
The Problem
The Villian
Distractions
Costing time and money, wrecking family life, stealing their sanity
Overwhelm/Too many choices/Making decisions
Or more likely not taking action or making decisions because of the overwhelm
The 'Algorithm'
The external problem
Not making money/sales they need and desire
The internal problem
'Do I have what it takes?'
Self doubt, frustrated, confused, incompetent, failure
intimidated by jargon, tech, so many moving parts
Embarrasment
Of business not doing as well as it should be
Of putting themselves out there and opening themselves up to scrutiny/criticism
Worry
sleepless nights
bills increasing
needs to provide and care for family
letting people down
about coming across as pushy/salesy
The Philosophical Problem
Everyone ought to have the opportunity/knowledge/resources to succeed
Everyone deserves to be seen and heard
The Guide
Demonstrates empathy and authority
Authority = competence
Testimonials
Use 3 on website (don't overstack and make yourself the hero)
Statistics
How many satisfied customers have you helped? How much money have they saved? What % have their businesses grown since working with you?
e.g. 125,000 customers trust our award-winning software
Awards
Include logos or indicators on website
Logos
If you work B2B place logos of known businesses you've worked with on marketing materials
The Plan
The Process Plan (the steps they need to take to buy the product or use the product after purchase - 3-6 steps
e.g. Telegram Days: Select your preferred date, complete the accompanying questionnaire, make your payment, receive further instructions from me 24 hours before our scheduled date
Post-Purchase Process Plan (how to use the product after they've bought it)
e.g. Receive and respond to confirmation message from me 24hrs before the scheduled date, communicate and implement recommendations between 9am-6pm on scheduled date, revolutionise your marketing/launch successfully, make ££s
The Agreement Plan (a list of agreements you make with the customer to alleviate their fear of doing business with you)
What are my clients fearful of?
Being forced to do something they don't feel comfortable with
Losing money
Being judged/trolled
Being seen as salesy/sleazy
What are my/my client's values?
Trust, honesty, integrity
NAME THEM
Customer satisfaction agreement/Quality guarantee
Easy [NAME] plan
End in success
What do they have?
Before
Have had some success with 1-1 work, not making the money they want, self-employment isn't living up to the vision they had, debts, increasing cost of living & running their business, they're consistent but something is missing and is stopping them from seeing results
After
Begun their journey to recurring revenue/group programmes, better work-life balance, holidays, family time they dreamed of, better prepared to tackle the rising cost of living, a clear strategy that works again and again, MORE MONEY
What are they feeling?
Before
Tired, drained, overwhelmed, worried and stressed about finances, embarrassed, ashamed, like they're letting others down, guilty, trapped exchanging time for money, lonely
After
Accomplished, proud, confident, worthy, less stressed (particularly financially), happy, fulfilled, excited
What's an average day like?
Before
Doing everything but getting nowhere, poor work-life balance, exchanging time for money (and not charging their worth), being guided by their clients and not by themselves, stressed, pressed for time, missing out on time/activities with the family (or knowing that they're sacrificing income if they're doing these activities), working late
After
Having the funds and trust to outsource in the areas of their business that they don't excel, good work-life balance, charging their worth, not tied to a computer, can work around family without sacrificing income, can help more people, spending more time with partner and family = better relationships, switching off at a reasonable time
What is their status?
Before
Not visible, less authority, feels like hard work getting people to pay attention and commit
After
More esteemed, respected, appealing
How can I offer status?
Gamification - earn points and rewards
Create scarcity - limited spaces
Premium - VIP membership
How can I offer external help to make someone 'whole'?
Reduce anxiety, frustration, provide sense of satisfaction for a job well done, a better life
Reduced workload - tools and templates that gives them what they're missing
More time - through DFY, templates, methods, knowledge of the right way to do things so no more wasting time
How can I provide ultimate self-realisation or help them reach their potential?
Inspirational feat or accomplishement - e.g. creating a sell-out offer
Acceptance - helping them accept themselves and develop the confidence to put themselves out there and share their story
Call to action
Where should the 'Buy now' button be?
Top right corner of the website - uncluttered
Above the fold
Multiple times as you scroll down the page
Direct CTAs
Buy now, Schedule an appointment, Call today
Transitional CTAs
Watch a webinar, Download a PDF
Video/PDF of testimonials
Samples
Free trial
Quiz/Questionnaire - automated, personalised email campaign
Positions you as the guide - next time they need help with that problem they know where to come
Website
An offer above the fold
Super clear statement that says exactly what you do e.g. We help you make beautiful websites
Images and text should promise an aspirational identity
Promise to solve a problem
Obvious CTAs
Button in the top right-hand corner of the screen and in the center of the screen, above the fold
Bright buttons
Transitional CTAs should be right next to it in a less bright colour
Images of success
People smiling and looking satisfied
Bite-sized breakdown of revenue streams
Very few words
Use expanding 'read more' buttons
5 next steps
Create a one-liner
I provide service-based business owners, who aren't achieving the impact and income they dream of, with regular marketing strategy sessions and a range of done for you marketing services so that they become an authority in their niche, have greater confidence in themselves and their business, and achieve a better work-life balance
Create a lead-generator & collect email addresses
Irresistible title
5 things your website should include
5 mistakes people make with their first million dollars
Building your dream home: 10 things to get right before you build
Cocktail club: Learn to make one new cocktail each month
Becoming a professional speaker
5 most effective types
Downloadable guide
PDF - 3 pages of content but stuffed with value!
Online course or webinar
Software demos or free trial
Free samples
Live events
Add to website - 10 sec pop-up buffer
Create an automated e-mail drip campaign - nurture campaign
Over 1 month:
Email no 1 - nurture
Email no 2 - nurture
Email no 3 - nurture
Email no 4 - sales email with CTA
(Create a few months worth of material)
Nurturing e-mail
Talk about a problem
Explain a plan to solve the problem
Describe how life can look once the problem is solved
(Include a P.S.)
The Offer & CTA Email
Talk about a problem
Describe a product you offer that solves this problem
Describe what life can look like once the problem is solved
Direct CTA
Collect and tell stories of transformation
Create a form for them to complete
What was the problem you were having before discovering our product?
What did the frustration feel like as you tried to solve that problem?
What was different about our product?
Take us to the moment when you realized our product was actually working to solve your problem.
Tell us what life looks like now that your problem is solved or is being solved.
Create a system that generates referrals
Identify your existing ideal customers
Give your customers a reason to spread the word
Create a video or PDF to send to existing clients - 'if you have friends with X problem feel free to send this along...'
Offer a reward
Affiliates - 10% commission
Help them avoid failure
Fear appeal
Step 1: Make them aware they are vulnerable to a threat
_% of businesses fail
Opportunity costs - you're losing money/time etc.
What's the cost of not doing this?
Damaging your reputation through poor marketing
Being passed over for your competitors
Step 2: Let them know that they should take action to reduce their vulnerability
Since you don't want this to be you, you should do something to protect your business
Step 3: Specific CTA that protect them from the risk
I offer a complete marketing strategy/package that will ensure visibility/success/greater income
Step 4: Challenge them to take action
Book today/DM me today to schedule a call