Step 01

A Character (The Hero)

StoryBrand Goal: Identify what your customer wants as it relates to your product. If you identify too many wants, the story loses clarity.

What does your customer want?

StoryBrand Method: The want should be simple and clear. Don't be vague. The more concrete the better (e.g., "A clean kitchen" vs "Peace of mind").

Step 02

Has a Problem

The conflict is the hook. If the hero doesn't have a problem, the story is over before it begins.

The Villain (The antagonist)

External Problem (The technical struggle)

Internal Problem (How it makes them feel)

Philosophical Problem (Why it's plainly wrong)

Step 03

Meets a Guide

The hero cannot solve their own problem. If they could, they wouldn't be in a story. You are the guide.

Empathy (How you care)

Authority (How you show competence)

StoryBrand 2.0 Guide Check:

Empathy: Creates a bond. Show them you understand their internal pain.
Authority: Creates competence (e.g., "Over 1,000 served" or "Featured in...").

Step 04

Who Gives Them a Plan

Customers are looking for a path. If there's no path, they won't follow you.

Step 1 (The First Action)

Step 2 (The Solution Process)

Step 3 (The Happy Result)

The Agreement Plan (Values & Guarantees)

Process Plan vs Agreement Plan: The Process Plan is the "How-To" (Step 1,2,3). The Agreement Plan is a list of values or guarantees that ease a customer's fears.

Step 05

And Calls Them to Action

The character must be challenged to take action. If you don't ask, they won't buy.

Direct Call to Action (The Big Button)

Aspirational Identity (Who do they become?)

Aspirational Identity: A brand shouldn't just solve a problem; it should participate in the hero's transformation. Who does your customer want to become?

Direct CTA Rule: Ensure the button is a "Commitment" phase ask (Buy Now) rather than a passive ask (Learn More).

Step 06

Avoid Failure

What are the negative consequences you are helping them avoid? Let them know exactly what is at stake.

Failure Statement (What they lose)

The Stakes Meter: Don't be a fear-monger, but tell them clearly what they stand to lose. If nothing is at stake, nobody cares.

Step 07

Gain Success

Paint the picture of their life after the problem is solved. What does their transformation look like?

Success Statement (The happy ending)

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