Messaging · StoryBrand Framework
Make your message so clear customers can’t ignore it.
Most marketing fails not because the product is weak, but because the message is unclear. We use the StoryBrand framework, from Donald Miller’s book Building a StoryBrand, to turn your brand into a story your customers instantly understand — and want to be part of.
01 Your customer is the hero, not your brand
02 One clear message across every channel
03 Website, sales and email copy that converts
The problem
Customers don’t buy the best product. They buy the one they understand fastest.
People are bombarded with marketing every day. Their brains filter out anything that takes effort to understand. If a visitor can’t tell within a few seconds what you offer, how it makes their life better and what to do next, they move on — no matter how good your product is.
The fix isn’t more creativity or more ad spend. It’s clarity. Story is the most powerful tool humans have for making sense of information, and the StoryBrand framework applies the structure of great stories to your marketing.
Signs your message needs work
- Your homepage talks more about your company than about your customer.
- Prospects ask, “So what exactly do you do?”
- Every salesperson describes the business differently.
- Your website gets traffic but few inquiries.
- Your marketing is full of jargon, features and clever lines no one remembers.
- You’ve rewritten your website more than once and it still doesn’t feel right.
The StoryBrand framework
Seven elements of a story your customers want to join.
Nearly every great story follows the same pattern. The StoryBrand framework — often called the SB7 Framework — maps that pattern onto your marketing, so your customer sees themselves as the hero and your brand as the guide who helps them win.
01
A character
Your customer is the hero. We define the one thing they want that your business helps them get.
02
Has a problem
We name the villain standing in their way, and the external, internal and philosophical problems it causes.
03
And meets a guide
Your brand steps in as the guide, showing empathy for their struggle and the authority to help.
04
Who gives them a plan
A few simple steps that make doing business with you feel easy and remove the perceived risk.
05
And calls them to action
A clear, direct call to action — plus a lower-commitment option for customers who aren’t ready yet.
06
That helps them avoid failure
We show what’s at stake if they do nothing, so there’s a real reason to act now.
07
And ends in success
We paint a vivid picture of the better life your customer gets — and the person they become — by working with you.
How we work
From messy messaging to a clear story in four steps.
1
Discovery
We learn your customers, offers, competitors and sales process, and review your current marketing.
2
BrandScript workshop
Together we work through all seven elements to build your BrandScript — the foundation of your message.
3
Messaging assets
We turn the BrandScript into your one-liner, website copy, sales talking points and email sequences.
4
Rollout & measure
We put the message to work across your website, campaigns and sales team, and track the impact on conversions.
What you receive
A message your whole company can use.
Clear messaging isn’t a tagline. It’s a set of practical tools your marketing, sales and leadership teams use every day, so everyone tells the same story.
- A complete BrandScript covering all seven story elements
- A one-liner that explains what you do in a sentence or two
- Homepage wireframe and website copy built on the framework
- Clear direct and transitional calls to action
- A lead generator concept to capture prospects who aren’t ready to buy
- Nurture and sales email sequences
- Sales talking points and elevator pitch for your team
Where your message shows up
One story, told consistently everywhere customers meet you.
Website
A homepage that passes the “grunt test”: in seconds, visitors know what you offer, how it helps and how to buy.
Sales conversations
A consistent pitch and talking points that let every salesperson tell the story the same way.
Email & nurture
Sequences that keep your brand top of mind and move prospects toward a decision.
Advertising
Ads and landing pages that lead with the customer’s problem and the outcome they want.
eCommerce listings
Product pages and marketplace listings that speak to what buyers actually care about.
Partners & channel
Simple messaging resellers and partners can repeat accurately when they sell on your behalf.
FAQ
Messaging questions.
What is the StoryBrand framework?
It’s a messaging framework created by Donald Miller and described in his book Building a StoryBrand. It applies seven elements found in nearly every great story to business communication, positioning the customer as the hero and the brand as their guide.
Do I need to have read the book?
No. We guide you through every element of the framework. Many clients find it helpful to read it afterwards, but it isn’t required.
Does StoryBrand work for B2B companies?
Yes. Business buyers are still people, and they respond to clarity the same way consumers do. The framework works especially well for complex or technical products that are hard to explain.
How is this different from hiring a copywriter?
A copywriter writes words for a page. We build the strategic message first — the BrandScript — and then apply it consistently across your website, sales and campaigns, so every piece of marketing reinforces the same story.
Can you implement the new messaging on our website?
Yes. We can write the copy and rebuild key pages for you, or provide a wireframe and copy for your own team or agency to implement.
StoryBrand and the SB7 Framework are trademarks of StoryBrand, LLC. Building a StoryBrand is written by Donald Miller. Strategiza applies the framework in its consulting work and is not affiliated with or endorsed by StoryBrand, LLC.
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Ready to clarify your message?
Book a free 30-minute call. We’ll review your current website and messaging and show you where clarity would make the biggest difference.
info@strategiza.com
+1 480 215 5282
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