Building a StoryBrand

"People don’t buy the best products; they buy the products they can understand the fastest." This book shows how to craft a message that captivates and connects with your customers.

1. Clarity in Communication is Key

Confused customers don’t buy. Even the best product or service won't sell if your message is unclear. The challenge is to craft a crystal-clear message that immediately conveys who you are, what you offer, and why customers should choose you.

Clarity starts with understanding your customers' survival needs. Abraham Maslow's hierarchy of needs explains that people prioritize essentials like safety, belonging, and self-actualization. Your message must show how your product meets these needs, helping customers navigate their challenges and thrive.

For instance, if you're a professional house painter, don’t just advertise as a painter. Frame your service in terms of how a freshly painted home allows customers to feel proud and welcome their friends. This taps into their need for social connection.

Examples

• A website redesign making it clear that a bakery specializes in artisanal bread, saving customers guesswork.
• Ads for a health app explaining how it helps users avoid illness by providing detailed meal plans.
• A landscaping business promising customers an "outdoor space you’ll be proud of to host loved ones."

2. Stories Stick: Introducing the SB7 Framework

Stories capture and hold attention. They organize information into a framework humans naturally remember. By using the SB7 Framework—character, problem, guide, plan, calls to action, failure, and success—you create a narrative customers can follow easily.

This structure mirrors timeless storytelling patterns: a hero (customer) with a problem meets a guide (your brand) who offers a plan to achieve their goal, avoiding failure and achieving success. Using this system helps businesses stand apart in today's overstimulated information era.

For example, rather than merely advertising features, present your brand as the solution provider addressing obstacles in your customers' journeys.

Examples

• A gym pitching itself as the guide to conquering stress through custom workout plans.
• Software companies illustrating how their tech helps users overcome productivity challenges.
• A skincare line showing how customers can overcome insecurities with products targeting specific issues.

3. Your Customer’s the Hero, Not You

The hero of your brand story isn’t your company—it’s your customer. Shifting focus from promoting yourself to centering on the customer’s aspirations is essential to building effective communication.

Start by identifying your customers’ primary desires. Your message should focus on solving one specific problem they deeply care about. Offering too many promises or features clutters your message, leading to indecision.

Take the example of a luxury resort that initially marketed its history and amenities but failed to captivate customers. Once refocused on their audience’s desire for relaxation – through images of serene spa treatments and simple messaging – bookings improved.

Examples

• A footwear brand focuses on helping runners excel rather than listing all shoe materials.
• A diet service highlights how it helps clients feel confident at events, not just lose weight.
• A travel agency centers ads around creating unforgettable family memories rather than showing office staff.

4. Problems Are Villains in Your Story

Customers connect strongly when their problems are clearly defined. By presenting problems as villains, you show understanding of their struggles and offer your product as the solution to defeat them.

External problems (visible challenges) capture attention, but addressing internal ones (like frustration or insecurity) builds emotional resonance. For example, a time-management app shouldn’t just fight "external” distractions but also tackle the anxiety of feeling unproductive.

Focusing on how your product addresses internal frustrations creates deeper loyalty since it acknowledges unarticulated needs and emotions.

Examples

• An app for freelancers highlighting how it reduces stress while managing finances.
• A home security company selling peace of mind, not just alarm systems.
• A retail store helping customers eliminate the overwhelm of choosing clothes.

5. Position Yourself as the Trusted Guide

Your role is to guide your customer toward solving their problems. To do this, demonstrate empathy and authority. People want to trust that you understand their struggles (empathy) and have the capability to help (authority).

Empathy builds a connection. A simple statement like “We know how frustrating it can be to [insert problem]” goes a long way. Authority can be established through testimonials, product awards, or statistics that inspire confidence in your capabilities.

Think of Airbnb, whose site highlights both guest reviews (empathy) and their extensive safety measures (authority) to reassure customers.

Examples

• A pet food brand discussing shared concerns about pet health while showing vet testimonials backing their product.
• Financial advisors showing empathy for money anxiety paired with quantifiable success stories.
• Health startups sharing how they’ve already helped thousands live better lives.

6. Provide Customers with a Simple Plan

Buying decisions can feel risky, so customers need clear steps to reduce uncertainty. A step-by-step process gives them the confidence to act. Alternatively, an agreement plan removes perceived risks.

For example, CarMax succeeded by eliminating haggling through a clear no-negotiation policy and satisfaction guarantees, addressing customers’ fear of being pressured or tricked.

Break down the process for using or buying your product in practical, easy-to-follow terms, making it as smooth as possible.

Examples

• A storage company offering clear instructions on measuring spaces, ordering, and simple installation.
• A tech company illustrating a 3-step setup process for its services.
• A clothing website providing a 30-day return window to reduce purchase hesitation.

7. Take the Lead with Direct or Transitional Calls to Action

Calls to action encourage customers to act now. Without direct prompts like “Buy Now” or “Sign Up,” visitors may leave undecided. Include clear calls to action across your materials.

Transitional calls to action are softer. If a customer isn’t ready to buy, build a relationship by offering value—like free resources or webinars—so they’ll remember you.

For instance, a marketing firm might provide a free downloadable e-book to make potential clients aware of their expertise, creating goodwill for future connections.

Examples

• A language-learning app offering a free lesson demo before purchasing full-access plans.
• Real estate agents inviting leads to attend free seminars on buying homes.
• Photographers offering downloadable guides on choosing perfect poses for portraits.

8. Use Loss Aversion to Motivate Buyers

People fear losses more than they crave gains. To persuade customers, show what they stand to lose by not acting. For instance, insurance ads commonly highlight disasters to emphasize the need for protection.

Behavioral economics supports this. Daniel Kahneman’s research shows people feel more compelled to avoid loss than pursue potential rewards. So, a financial advisor might warn of high fees competitors charge while showcasing their transparent pricing.

Examples

• Fitness clubs offering limited-time join-now discounts create the fear of missing out.
• Language apps showing how users lag behind in learning new skills without registration.
• Security firms highlighting the risks of theft without proper home surveillance.

9. Inspire with Success and Transformation

Your product isn’t just useful; it should offer transformation. Paint a vision of how your solution changes customers’ lives for the better. Whether through higher status, fulfillment, or improved self-image, show them their “happily ever after.”

Nike, for instance, sells athletic gear but also promotes empowerment, encouraging customers to “Just Do It.” Emotional appeals like these forge lasting connections.

Tailor your messaging to frame success in terms of your customers’ personal ideals – be it achieving dreams, reaching goals, or finally feeling complete.

Examples

• Car brands associating themselves with high achievement and adventure.
• Language software showing users happily speaking fluently after completing lessons.
• Skincare brands promoting confidence after clearing troubled skin.

Takeaways

1. Refocus your marketing to speak to your customers' immediate needs and desires, making them the center of the story.
2. Use the SB7 Framework to create a brand message that is both memorable and actionable, addressing clear problems and presenting your product as a solution.
3. Always nudge customers toward taking action, whether through direct steps, free resources, or tangible solutions addressing their fears—keeping them connected to your brand.