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StoryBrand 2.0 Framework Directive

This is the MASTER framework for ALL marketing content.

Before creating ANY marketing asset (website, email, ad, blog, social post, video script, lead generator, sales page), you MUST read this directive and apply these principles.

⚠️ CRITICAL: StoryBrand 2.0 is NON-NEGOTIABLE​

Every piece of marketing content we create follows StoryBrand 2.0.

This is not optional. This is not a suggestion. This is the framework that makes our clients' marketing actually work.

The Core Principle: The customer is the HERO. The brand is the GUIDE. If you make the brand the hero, you lose.

The SB7 Framework (BrandScript)​

Every client has a completed BrandScript in their CLIENT.md file. The BrandScript has 7 parts:

1. CHARACTER (The Hero)​

Who is the customer and what do they want?

  • The customer is the hero of the story, not your brand
  • Identify ONE clear desire related to their survival or thriving
  • Keep it simple: What do they want as it relates to your product/service?

Formula: [Customer type] who wants [specific desire]

Examples:

  • "Busy professionals who want a clean home without sacrificing their weekends"
  • "Women over 40 who want to look refreshed and natural, not overdone"
  • "Homeowners who want peace of mind that their family is breathing clean air"

2. PROBLEM (External, Internal, Philosophical)​

What problem is the hero facing?

Three levels of problem - you must identify ALL THREE:

External Problem​

The tangible, surface-level problem. What they SAY they need.

  • "My house is dirty"
  • "I have wrinkles"
  • "My dryer takes forever"

Internal Problem​

How the external problem makes them FEEL. This is where purchase decisions are made.

  • "I feel overwhelmed and like I'm failing at keeping up"
  • "I feel invisible and like I've lost my spark"
  • "I feel anxious that something bad will happen"

Philosophical Problem​

Why this is just plain WRONG. The injustice.

  • "No one should have to choose between a clean home and family time"
  • "Aging shouldn't mean becoming invisible"
  • "Families shouldn't have to worry about fire hazards in their own home"

The villain: Every story needs a villain. The villain is the root cause of the problem.

  • Villain for cleaning: "The never-ending to-do list"
  • Villain for med spa: "Time and aging"
  • Villain for duct cleaning: "Hidden dangers in your home"

3. GUIDE (Your Brand)​

Position yourself as the guide, not the hero.

The guide has TWO characteristics:

Empathy​

Show you understand their pain. You've seen this before. You get it.

  • "We know how frustrating it is to..."
  • "We understand that..."
  • "You shouldn't have to..."

Authority​

Prove you can actually help. Credentials, experience, results.

  • Years in business
  • Number of customers served
  • Certifications and training
  • Testimonials and reviews
  • Awards and recognition

Guide Statement Formula: We understand [internal problem]. That's why we [what you do differently]. With [authority proof], we help [customer type] [achieve desire].

4. PLAN (The 3-Step Process)​

Give them a simple plan to follow.

Humans need clarity. A confused mind says no. Give them 3 simple steps.

Process Plan: How to work with you

  1. Step 1: [Simple action - Schedule, Call, Book]
  2. Step 2: [What happens - We assess, We create, We deliver]
  3. Step 3: [Result they get - Enjoy, Experience, Achieve]

Agreement Plan: Promises you make to address fears

  • "No hidden fees"
  • "Satisfaction guaranteed"
  • "Licensed and insured"

Examples:

Cleaning Service:

  1. Book Your Clean (takes 2 minutes)
  2. We Handle Everything (you don't lift a finger)
  3. Come Home to Spotless (and reclaim your weekend)

Med Spa:

  1. Schedule Your Consultation (free, no pressure)
  2. Create Your Custom Plan (tailored to your goals)
  3. Love What You See (natural results you'll love)

Duct Cleaning:

  1. Schedule Your Inspection (free, 15 minutes)
  2. We Clean Your System (thorough, professional)
  3. Breathe Easy (knowing your family is safe)

5. CALL TO ACTION​

Tell them exactly what to do next.

Two types of CTAs:

Direct CTA (Primary)​

The main action you want them to take. One clear button.

  • "Schedule Now"
  • "Book Your Appointment"
  • "Get Your Free Quote"
  • "Call Now"

Rules for Direct CTA:

  • Use a button (not a link)
  • Contrasting color that stands out
  • Action verb + outcome
  • Appears multiple times on page

Transitional CTA (Secondary)​

For people not ready to buy. Capture their information.

  • "Download Our Free Guide"
  • "Watch the Video"
  • "Take the Quiz"
  • "Get the Checklist"

Rules for Transitional CTA:

  • Lower commitment than direct CTA
  • Provides value in exchange for email
  • Starts the relationship

6. SUCCESS (Transformation)​

Paint a picture of life after they use your product/service.

What does their life look like when they win? Be specific and aspirational.

Before → After

BeforeAfter
OverwhelmedPeaceful
AnxiousConfident
InvisibleRadiant
WorriedRelaxed
EmbarrassedProud

Success Statement Examples:

  • "Imagine coming home to a spotless house without lifting a finger"
  • "Picture yourself looking in the mirror and loving what you see"
  • "Feel the peace of mind knowing your family is breathing clean air"

Include:

  • What they will HAVE (tangible results)
  • How they will FEEL (emotional transformation)
  • What their day/life looks like now (paint the picture)

7. FAILURE (Stakes)​

What happens if they DON'T take action?

Stakes create urgency. Without stakes, there's no reason to act now.

Be subtle but real:

  • "Don't let another weekend disappear to cleaning"
  • "Every year you wait, prevention becomes correction"
  • "The average clogged dryer vent causes 15,000 fires per year"

Failure isn't fear-mongering. It's honest about what's at stake.

Formula: Without [your solution], [negative consequence that's already happening or will happen]

The One-Liner​

A single statement that makes people want to know more.

Formula:​

[Problem] + [Solution] + [Result]

Or expanded: We help [customer] who struggles with [problem] to [solution] so they can [result].

Examples:​

Cleaning Service: "Most busy professionals come home to a messy house that steals their weekends. We handle all the cleaning so you can actually enjoy your time off."

Med Spa: "Many women feel invisible as they age and don't know where to turn. We provide natural-looking treatments that help you look as vibrant as you feel."

Duct Cleaning: "15,000 house fires start from clogged dryer vents every year. We clean your vents and ducts so you can breathe easy knowing your family is safe."

Restoration: "When disaster strikes, families feel helpless and don't know what to do. We restore homes in as little as 48 hours so you can get your life back."

One-Liner Uses:​

  • Networking events
  • Email signatures
  • Social media bios
  • Elevator pitches
  • Team training

P.E.A.C.E. Soundbites​

5 key messages for consistent communication.

Every client should have 5 soundbites they can use in any context:

P - Problem​

A statement about the problem you solve. "Most [customers] struggle with [problem], and it leaves them feeling [internal problem]."

E - Empathy​

A statement showing you understand. "We get it. We've helped [number] [customers] who felt the exact same way."

A - Authority​

A statement proving you can help. "With [years] of experience and [proof point], we've [impressive result]."

C - Call to Action​

What they should do next. "The first step is simple: [action]. It takes [time] and there's no obligation."

E - End Result​

What life looks like after. "Imagine [success picture]. That's what our clients experience."

StoryBrand Website Structure​

The SB7 Homepage (Above the Fold to Footer)

Section 1: Hero (Above the Fold)​

  • Headline: Clear statement of value (what they get)
  • Subhead: How you deliver it or who it's for
  • Primary CTA: Button with direct call to action
  • Secondary CTA: Transitional CTA (optional)
  • Hero Image: Shows success or empathetic scene

Example:

Headline: Come Home to a Spotless House
Subhead: Professional cleaning that gives you your weekends back
CTA: [Book Your Clean] [See Pricing]
Image: Happy person relaxing in clean living room

Section 2: Problem + Stakes​

  • State the external problem
  • Dig into the internal problem (how it FEELS)
  • Hint at the stakes (what's at risk)

Example:

"You work hard all week. The last thing you want is to spend your 
precious weekend scrubbing bathrooms and mopping floors.

But the mess keeps piling up, and that nagging feeling never goes away.
You deserve better than choosing between a clean home and your sanity."

Section 3: Guide (Empathy + Authority)​

  • Show you understand (empathy)
  • Prove you can help (authority)
  • Brief intro to who you are

Example:

"We've helped over 2,000 families in Spokane reclaim their weekends.
With background-checked professionals and a 100% satisfaction guarantee,
we make it easy to love coming home."

Section 4: The Plan (3 Steps)​

  • Step 1: [Icon] Title + brief description
  • Step 2: [Icon] Title + brief description
  • Step 3: [Icon] Title + brief description

Example:

1. Book Online (takes 2 minutes)
2. We Handle Everything (you don't lift a finger)
3. Enjoy Your Weekend (come home to spotless)

Section 5: Services/Products​

  • Grid or list of what you offer
  • Each with image, title, brief description
  • Links to detail pages

Section 6: Success (Transformation)​

  • Testimonials
  • Before/after (if applicable)
  • Success metrics
  • Paint the picture of life after

Section 7: Failure (Stakes - Subtle)​

  • Gentle reminder of what's at risk
  • Create appropriate urgency
  • Not fear-mongering, just honest

Example:

"Don't let another weekend disappear to cleaning.
Your time is too valuable to spend on chores."

Section 8: Final CTA​

  • Large, prominent call to action
  • Repeat the direct CTA
  • Phone number (if applicable)
  • Make it impossible to miss

StoryBrand Email Frameworks​

Welcome Email (Immediately After Opt-In)​

  1. Thank them
  2. Deliver what was promised
  3. Set expectations
  4. One clear CTA

Nurture Email (Value Sequence)​

  1. Subject: Curiosity or benefit
  2. Open: Empathy or problem
  3. Body: One valuable insight
  4. Bridge: Connect to solution
  5. CTA: Soft invitation
  6. PS: Urgency or bonus

Sales Email (Invitation Sequence)​

  1. Subject: Direct benefit
  2. Open: Problem or success story
  3. Body: Present the offer
  4. Stakes: What they'll miss
  5. CTA: Strong, clear action
  6. PS: Deadline or guarantee

StoryBrand Ad Copy Framework​

The 4-Part Ad Structure​

  1. Hook (Problem): Call out the problem or desire
  2. Story (Empathy): Show you understand
  3. Offer (Solution): Present what you do
  4. CTA (Action): Tell them exactly what to do

Short Ad Example (Social Media)​

Tired of spending your weekends cleaning? 🧹

You deserve better than mopping floors when you could be 
making memories.

We'll handle everything so you can enjoy your time off.

Book your first clean today → [link]

Long Ad Example (Facebook)​

I used to spend every Saturday cleaning my house.

By the time I finished, the weekend was half over and I was 
exhausted. I felt like I was missing out on life.

Then I found [Company Name].

Now I come home to a spotless house every week. I haven't 
touched a mop in 6 months. And my weekends? They're actually 
for relaxing.

If you're tired of choosing between a clean home and your 
sanity, try them. First clean is 50% off.

[Book Your Clean Now]

StoryBrand Blog Post Framework​

Structure​

  1. Headline: Promise a transformation or answer a question
  2. Opening: Start with the problem (empathy)
  3. Body: Provide valuable content (guide)
  4. Application: Show how this helps them
  5. CTA: Invite them to take action

Blog as Lead Generation​

Every blog post should:

  • Target a keyword (SEO)
  • Address a real problem
  • Position you as the guide
  • Include a relevant CTA
  • Link to services where appropriate

StoryBrand Lead Generator Framework​

The Perfect Lead Magnet​

Must solve a REAL problem and position you as the guide.

Types that work:

  • Checklist (5 Things to Look for Before...)
  • Guide (The Complete Guide to...)
  • Quiz (What Type of [X] Do You Need?)
  • Calculator (How Much Could You Save?)
  • Video (Watch How We...)

Lead Generator Requirements​

  1. Solves an immediate problem - Gives real value
  2. Positions you as expert - Shows your knowledge
  3. Relates to your service - Natural bridge to paid
  4. Quick to consume - 5-10 minutes max
  5. Has a CTA - Next step is clear

Examples by Industry​

Cleaning:

  • "The Ultimate Move-Out Cleaning Checklist"
  • "5 Spots Professional Cleaners Never Miss"

Med Spa:

  • "5 Questions to Ask Before Getting Injectables"
  • "Which Treatment is Right for Your Skin Concerns? [Quiz]"

HVAC/Duct Cleaning:

  • "5 Warning Signs Your Dryer Vent is a Fire Hazard"
  • "The Hidden Air Quality Dangers in Your Home"

Restoration:

  • "What to Do in the First 24 Hours After Water Damage"
  • "The Homeowner's Guide to Fire Damage Recovery"

Applying StoryBrand to Everything​

Before Creating ANY Content, Ask:​

  1. Who is the hero? (Customer, not brand)
  2. What do they want? (Desire)
  3. What problem is stopping them? (External, Internal, Philosophical)
  4. How do we show empathy? (We understand)
  5. How do we show authority? (We can help)
  6. What's the plan? (3 simple steps)
  7. What's the CTA? (Direct and transitional)
  8. What does success look like? (Transformation)
  9. What are the stakes? (What if they don't act)

Content Checklist​

  • Customer is the hero (not the brand)
  • Opens with problem or desire
  • Shows empathy before authority
  • Plan is clear (3 steps or less)
  • CTA is specific and actionable
  • Success is painted clearly
  • Stakes are present (subtle)
  • Voice matches client's CLIENT.md
  • References client's BrandScript

Quick Reference: StoryBrand Formulas​

Headline Formula​

[Achieve Desire] Without [Pain Point]

  • "Come Home to a Spotless House Without Lifting a Finger"
  • "Look 10 Years Younger Without Looking Overdone"

Subhead Formula​

[How You Do It] for [Who It's For]

  • "Professional cleaning for busy families"
  • "Natural aesthetics for women who want to age gracefully"

CTA Formula​

[Action Verb] + [Implied Benefit]

  • "Book Your Clean" (implies clean will happen)
  • "Schedule Your Consultation" (implies expert advice)
  • "Get Your Free Quote" (implies value and no commitment)

Problem Statement Formula​

Most [customers] struggle with [problem], which leaves them feeling [internal problem].

Guide Statement Formula​

We understand [pain]. That's why we [solution]. With [authority], we help [customers] [result].

Plan Formula​

  1. [Easy First Step]
  2. [We Do The Work]
  3. [They Get The Result]

Success Statement Formula​

Imagine [specific picture of success]. That's what our clients experience.

Stakes Statement Formula​

Without [solution], [what they'll continue to experience or lose].

Client BrandScript Reference​

Every client has a completed BrandScript in their CLIENT.md file.

Before creating any marketing content for a client:

  1. Open clients/[client-name]/CLIENT.md
  2. Read the full BrandScript
  3. Note the specific language for each of the 7 elements
  4. Use their exact phrasing where possible
  5. Maintain their voice and tone

The BrandScript is the source of truth for all messaging.

Changelog​

DateChangeAuthor
2025-12-04Created comprehensive StoryBrand 2.0 frameworkClaude