Master SOP: The StoryBrand Messaging Extraction
Objective: To filter your business complexity into a simplified 7-part story where the customer is the hero.
The 7-Part Framework (SB7) Matrix
| Step | StoryBrand Action | Key Outcome (Output) |
|---|---|---|
| 1. Define | Identify the Hero | Define what the customer wants. |
| 2. Extract | Define the Problem | Identify the Villain (External, Internal, Philosophical). |
| 3. Extract | Position the Guide | Express empathy and demonstrate authority. |
| 4. Organize | Create the Plan | Outline a 3-step process or agreement. |
| 5. Extract | Call to Action | Direct and Transitional CTAs. |
| 6. Organize | Define Failure | List the stakes: what happens if they don't buy? |
| 7. Optimise | Visualize Success | Cast a vision of the customer's transformed life. |
Phase 1: The Foundation
Module 1: Defining the Hero (A Character)
Questions for Input:
- The Single Desire: What is the one thing the customer wants specifically regarding your product?
- Hero Check: Is the customer the hero, and are we avoiding positioning our brand as the hero?
Module 2: Identifying the Problem (Villain & Conflict)
Questions for Input:
- The Villain: Who or what is the personified "bad guy" your customer fights?
- External: What is the physical problem?
- Internal: How does that problem make them FEEL?
- Philosophical: Why is it "just plain wrong" for them to suffer this problem?
Module 3: Positioning the Guide (Empathy & Authority)
Questions for Input:
- Empathy: What statement can we make to show we understand their pain?
- Authority: What are 3-4 "competency markers" (testimonials, stats, awards) that prove we can help?