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StoryBrand 2.0 Framework

Core Philosophy​

The Golden Rule: If You Confuse, You Lose

Humans are drawn to clarity. When your message is confusing, customers go to competitors with clearer communication—even if those competitors have inferior products.

The 7-Part StoryBrand Framework (SB7)​

1. A Character (The Hero)​

The customer is the hero, NOT your brand.

  • Define what your customer wants (make it survival-related when possible)
  • State it clearly in 5 words or less
  • Focus on ONE primary desire

2. Has a Problem (3 Levels)​

External Problem: The surface-level, tangible issue Internal Problem: How it makes them FEEL Philosophical Problem: Why it's WRONG

The Villain: Personify the root cause of all three problems

Critical Rule: Customers buy solutions to internal problems, not external ones.

3. And Meets a Guide (That's You)​

Demonstrate TWO things: Empathy: "We understand..." / "I know what it's like..." Authority: Testimonials, statistics, awards, logos, case studies

4. Who Gives Them a Plan​

Make it EASY to do business with you. Provide a simple 3-step plan:

  • Step 1: Clear decisive action (should match your CTA)
  • Step 2: How you help them
  • Step 3: The victory/result they achieve

5. And Calls Them to Action​

Direct CTA: "Buy Now," "Schedule a Call," "Get Started" Transitional CTA: Lead generators (Free PDF, video series, checklist)

6. That Ends in Success (Stakes - Positive)​

Paint a vivid picture of life AFTER they buy:

  • Win Power/Position (Status)
  • Union/Completion (Belonging)
  • Self-Realization (Personal Achievement)

7. And Helps Them Avoid Failure (Stakes - Negative)​

Show what happens if they DON'T act:

  • What pain continues?
  • What gets worse?
  • What do they miss out on?

The P.E.A.C.E. Soundbite Framework​

P = PROBLEM - "Have you ever [problem]?" E = EMPATHY - "We know how it feels..." A = ANSWER - "Here's your solution" C = CHANGE - "Here's the transformation" E = END RESULT - "Here's your happy ending"

One-Liner Formula​

Template: "[Target audience] struggle with [problem]. At [Company], we [solution] so [result]."

Website Wireframe Structure (10 Sections)​

  1. Header: Logo, nav, CTA, headline, sub-headline, aspirational image
  2. Stakes: Problem + solution + success paragraph
  3. Value Stack: 3 specific benefits or services
  4. Guide: Empathy + authority (testimonials, logos)
  5. Plan: 3 easy steps
  6. Lead Generator: Transitional CTA with email capture
  7. Explanatory Paragraph: Deeper benefits dive
  8. Video/Social Proof: Testimonials, case studies
  9. Pricing/Plans: Clear tiers with CTAs
  10. Footer: Repeat both CTAs

Email Sequences​

6-Email Sales Sequence​

  1. Deliver value + identify problem
  2. Explain problem further + tease solution
  3. Introduce solution + customer testimonial
  4. Overcome objections
  5. Urgency or scarcity + final case study
  6. Final call to action

Nurture Email Pattern​

3 Nurture + 1 Sales (repeat)

Nurture Email Formula:

  1. Start with a problem (from BrandScript)
  2. Give them a plan to fix it
  3. Describe improved life after solution
  4. P.S. with contact info and CTA

Key Principles​

  • Clarity over cleverness
  • Customer-centric (make every word about them)
  • Simple language (third-grader should understand)
  • Repetition works
  • No plan = no trust = no sale
  • Balance: Success 3x more prominent than failure