Guia Matthieu Clawfu Skills Storytelling Storybrand

StoryBrand Framework

Master Donald Miller's 7-part StoryBrand framework from "Building a StoryBrand" (2017). Clarify your message so customers actually listen.

When to Use This Skill

• Creating or refining website messaging
• Writing brand narratives and marketing copy
• Building sales scripts and pitches
• Clarifying confusing product positioning
• Creating marketing one-liners
• Redesigning homepage and landing pages
• Training teams on consistent messaging

Methodology Foundation

Source: Donald Miller - "Building a StoryBrand" (2017)

Core Principles:

• "What we think we are saying to our customers and what our customers actually hear are two different things."
• "People don't buy the best products; they buy the products they can understand the fastest."
• "The customer is the hero, not your brand."

The Two Fatal Mistakes:

1. Focusing on the brand instead of how you help customers survive/thrive
2. Message is too complex for people to understand quickly

Why Story Works: Stories are the most powerful tool for organizing information. The human brain is wired for narrative. StoryBrand uses story structure to make marketing messages clear and compelling.

What Claude Does vs What You Decide

What This Skill Does

1. Applies the SB7 Framework - The 7-part story structure for marketing
2. Creates BrandScripts - Filled-out story templates
3. Writes One-Liners - Concise elevator pitches
4. Redesigns Websites - Story-driven web copy
5. Builds Sales Scripts - Narrative-based selling

How to Use

Create a BrandScript

Help me create a StoryBrand BrandScript for:
Business: [description]
Customer: [who they serve]
Problem: [what customers struggle with]

Write a One-Liner

Write a StoryBrand one-liner for:
Business: [description]
Main problem solved: [problem]
Result delivered: [outcome]

Redesign Website Messaging

Apply StoryBrand to my website messaging:
Current headline: [what it says now]
What we do: [description]
Who we help: [customer]
How we help: [solution]

Build Sales Script

Create a StoryBrand sales script for:
Product: [description]
Customer problem: [pain]
Our solution: [how we help]

Instructions

When applying StoryBrand, work through the 7 plot points systematically:

The SB7 Framework

## THE STORY FORMULA

A **CHARACTER** (who wants something)
has a **PROBLEM** (that they're struggling with)
and meets a **GUIDE** (who understands them)
who gives them a **PLAN** (clear steps to follow)
and **CALLS THEM TO ACTION** (challenges them to act)
that helps them **AVOID FAILURE** (shows the stakes)
and ends in **SUCCESS** (achieves transformation)

---

## 1. THE CHARACTER (Your Customer)

**Key Principle**: Your customer is the HERO of the story, NOT your brand.

**Fatal Mistake**: Most brands position themselves as the hero. ("We are the leading provider of..." "Our award-winning solution..." "Founded in 1985...")

**The Fix**: Define who your customer is and what they want.

**Questions to Answer**:
- Who is the hero of this story?
- What do they want as it relates to your product/service?
- How does this help them survive or thrive?

**Template**:
"A [customer type] who wants [specific desire]..."

**Examples**:
- "A busy executive who wants to look professional without spending time on style"
- "A startup founder who wants to grow without wasting money on ads that don't work"
- "A homeowner who wants a reliable contractor they can trust"

**Rules**:
- ONE clear desire (not multiple)
- Related to survival/thriving (safety, status, belonging, meaning, resources)
- Specific to your offering

---

## 2. THE PROBLEM

**Key Principle**: Problems drive stories. Define the villain and three levels of problem.

**The Villain**:
Every hero needs an obstacle. Define your villain—the source of the problem.

**Villain Rules**:
- Must be a root source of the problem
- Must be relatable (customers recognize it)
- Must be singular (one villain, not many)
- Must be real (not abstract)

**The Three Problem Levels**:

| Level | Definition | Example (Financial Advisor) |
|-------|------------|---------------------------|
| External | The tangible, surface problem | "I don't know how to invest" |
| Internal | How it makes them feel | "I feel stupid about money" |
| Philosophical | Why it's wrong/unjust | "I shouldn't have to be a finance expert to retire" |

**Miller's Insight**: "Companies tend to sell solutions to external problems, but customers buy solutions to internal problems."

**Template**:

Villain: [the root obstacle] External Problem: [tangible issue] Internal Problem: [how they feel] Philosophical Problem: [why this is wrong]

**Example (Meal Delivery)**:

Villain: The chaos of modern life External: "I don't have time to cook healthy meals" Internal: "I feel guilty about feeding my family processed food" Philosophical: "A busy schedule shouldn't mean compromising health"

---

## 3. THE GUIDE (Your Brand)

**Key Principle**: Your brand is the GUIDE, not the hero. Guides have "been there, done that."

**Fatal Mistake**: Competing with your customer for the hero role.

**The Fix**: Position yourself as the wise helper who enables the hero's success.

**Miller**: "If you focus on your customers' success, your own success will follow."

**Two Qualities of a Guide**:

### Empathy
Show you understand their pain.
- "We know how frustrating it is when..."
- "Like you, we've struggled with..."
- "We understand that..."

### Authority
Demonstrate competence and expertise.
- Testimonials
- Statistics
- Awards/logos
- Years of experience
- Case studies

**Balance Required**: Too much authority = arrogant. Too much empathy = weak. You need both.

**Template**:
"[Brand] understands [their pain] (empathy). With [credentials/proof], we've helped [results] (authority)."

**Example**:
"We know what it's like to watch hours disappear into your inbox. With 10 years helping executives reclaim their time, we've freed up over 1 million hours for leaders like you."

---

## 4. THE PLAN

**Key Principle**: Customers won't trust a guide without a plan. Plans remove confusion and fear.

**Two Types of Plans**:

### Process Plan (Removes Confusion)
Simple steps to do business with you.

**Rules**:
- 3-4 steps maximum
- Start with an action verb
- Name each step clearly
- End with the result

**Template**:

Step 1: [Action] → [Outcome] Step 2: [Action] → [Outcome] Step 3: [Action] → [Success]

**Example (Financial Advisor)**:

1. Schedule a free consultation
2. Receive a custom retirement plan
3. Start investing with confidence

**Example (SaaS)**:

1. Sign up for free trial
2. Connect your data in 5 minutes
3. Get insights that grow your business

### Agreement Plan (Removes Fear)
Promises and guarantees that lower perceived risk.

**Examples**:
- "Money-back guarantee"
- "No long-term contracts"
- "Free cancellation anytime"
- "Your data stays private"
- "We'll never share your information"

**Template**:
"We promise: [commitment 1], [commitment 2], [commitment 3]"

---

## 5. CALLS TO ACTION

**Key Principle**: Customers won't take action unless challenged to do so.

**Miller**: "Heroes need to be challenged by the guide to take action."

**Two Types of CTAs**:

### Direct CTA
The obvious main ask. Should be everywhere and obvious.

- "Buy Now"
- "Schedule a Call"
- "Get Started"
- "Sign Up Free"
- "Request a Quote"

**Rules**:
- Use a different color than the rest of the page
- Put it above the fold AND repeated throughout
- Use action verbs
- Be specific about what happens next

### Transitional CTA
Lower commitment. Builds trust for those not ready to buy.

- "Download Free Guide"
- "Watch Demo"
- "Take the Quiz"
- "Get Free Sample"
- "Subscribe to Newsletter"

**Rules**:
- Moves them further into the story
- Provides value in exchange for attention
- Less prominent than direct CTA
- Still clearly visible

**Website Rule**: Both CTAs should be visible in the header of every page.

---

## 6. AVOID FAILURE (Stakes)

**Key Principle**: Every story needs stakes. What will the hero lose if they don't act?

**Miller**: "Everyone wants to avoid a tragic ending."

**Questions to Answer**:
- What negative outcomes await if they don't use your solution?
- What will they continue to suffer?
- What's at risk?

**Balance Warning**: Create enough stakes to motivate, but don't overdo fear (looks manipulative).

**Template**:
"Without [solution], you risk [negative outcome 1], [negative outcome 2], and [negative outcome 3]."

**Examples**:
- "Without a proper email system, you'll keep losing 20 hours a week to inbox chaos"
- "Companies that don't adapt will be left behind by competitors"
- "Don't let another year go by without taking control of your finances"

**Subtle vs Overt**:
- Subtle: "Most businesses struggle with X for years before finding a solution"
- Overt: "Without action, you risk bankruptcy, burnout, and losing everything you've built"

Start subtle. Only go overt if subtle isn't motivating action.

---

## 7. SUCCESS (The Happy Ending)

**Key Principle**: Tell people exactly how you can improve their lives—don't assume they know.

**Miller**: "Tell people where you're taking them, or they won't follow."

**Three Ways to End the Story**:

### 1. Winning Power/Position
Status, influence, achievement, resources.

**Example**: "Become the go-to expert in your field"

### 2. Union That Makes Hero Whole
Community, belonging, completeness, partnership.

**Example**: "Join a community of 10,000 founders"

### 3. Self-Realization
Becoming who they were meant to be, reaching potential.

**Example**: "Finally become the leader your team deserves"

**Template**:
"With [solution], you'll [achievement], [feeling], and [transformation]."

**Example (Fitness)**:
"You'll have the energy to play with your kids, the confidence to tackle new challenges, and finally feel at home in your own body."

**Paint the Picture**:
- Use specific, sensory language
- Describe the after state in detail
- Make it aspirational but achievable

Beyond the 7 Elements: Identity Transformation

## The Strongest Motivator

**Miller**: "Brands that participate in the identity transformation of their customers create passionate brand evangelists."

**Question**: Who does your customer want to BECOME?

**Before & After Identity**:

| Industry | Before Identity | After Identity |
|----------|-----------------|----------------|
| Fitness | "Out of shape and embarrassed" | "Confident and strong" |
| Finance | "Confused about money" | "In control and secure" |
| SaaS | "Overwhelmed and behind" | "Efficient and ahead" |
| Coaching | "Stuck and unfulfilled" | "Clear and purposeful" |

**Template**:
"From [before identity] to [after identity]"

**Use In**:
- Testimonials: "Before/after" stories
- Marketing: "Join the [aspirational identity]"
- Community: Name for customers (e.g., "Achievers")

Examples

Example 1: Complete BrandScript (B2B SaaS)

Business: Project management software for creative agencies

## CHARACTER
Creative agency owners who want to deliver projects on time without micromanaging their team.

## PROBLEM
Villain: Chaos and miscommunication
External: Projects are constantly behind schedule
Internal: "I feel like a babysitter, not a leader"
Philosophical: Running an agency shouldn't mean drowning in admin

## GUIDE
Empathy: "We've worked with 500+ agencies who felt exactly like you—talented people buried in busywork."
Authority: "Our platform has helped deliver 50,000+ projects on time."

## PLAN
Process:
1. Connect your tools in 5 minutes
2. See all projects in one clear view
3. Deliver on time, every time

Agreement:
- 30-day money-back guarantee
- Free migration from your current tool
- No long-term contract

## CALL TO ACTION
Direct: "Start Free Trial"
Transitional: "See How It Works" (video demo)

## FAILURE
Without control, you'll keep missing deadlines, burning out your team, and losing clients to competitors who deliver.

## SUCCESS
- Win back 10+ hours per week
- Become the agency clients recommend
- Build a team that runs itself

## TRANSFORMATION
From: Overwhelmed agency owner drowning in chaos
To: Confident leader running a well-oiled machine

Example 2: StoryBrand One-Liner

The Formula:

1. The Problem - Start with the problem
2. The Solution - Position your product as the solution
3. The Result - End with the success

Template: "[Problem] is frustrating. [Product] helps [target] [solution] so they can [result]."

Examples:

Marketing Agency: "Most small businesses struggle to get noticed online. Our marketing framework helps you clarify your message so customers actually listen and buy."

Fitness App: "Getting in shape is hard when you don't have a plan. FitPath gives you a personalized workout and meal plan so you can transform your body in 90 days."

Financial Advisor: "Retirement planning is confusing and stressful. We create simple, custom plans so you can retire with confidence."

Accounting Software: "Spreadsheets waste hours and cause errors. CloudBooks automates your finances so you can focus on growing your business."

Example 3: Website Redesign with StoryBrand

Before (Typical Corporate Site):

• Header: "Welcome to Acme Solutions"
• Subhead: "Delivering innovative solutions since 1987"
• Body: "We are a leading provider of enterprise-grade systems..."
• CTA: "Learn More"

After (StoryBrand Applied):

• Header: "Deliver Projects On Time, Every Time" (success)
• Subhead: "Simple project management for teams tired of chaos" (problem → solution)
• Body:
  • Section 1: Problem (We know how frustrating missed deadlines are)
  • Section 2: Guide (Join 5,000+ teams who solved this)
  • Section 3: Plan (3 steps to get started)
  • Section 4: Success (What life looks like after)
• CTAs: "Start Free Trial" (direct) | "Watch Demo" (transitional)

Checklists & Templates

BrandScript Template

## My StoryBrand BrandScript

### 1. CHARACTER
Who is your customer and what do they want?
_________________________________________________

### 2. PROBLEM
**Villain**: _____________________________________
**External Problem**: ____________________________
**Internal Problem**: ____________________________
**Philosophical Problem**: _______________________

### 3. GUIDE
**Empathy Statement**: ___________________________
**Authority Proof**: _____________________________

### 4. PLAN
**Step 1**: _____________________________________
**Step 2**: _____________________________________
**Step 3**: _____________________________________

**Agreements**: _________________________________

### 5. CALL TO ACTION
**Direct CTA**: _________________________________
**Transitional CTA**: ___________________________

### 6. FAILURE
What do they lose if they don't act?
_________________________________________________

### 7. SUCCESS
What do they gain when they do?
_________________________________________________

### TRANSFORMATION
**FROM**: ______________________________________
**TO**: ________________________________________

One-Liner Template

## My One-Liner

[Problem statement].
[Product/Company name] helps [target customer] [what you do]
so they can [result/transformation].

Fill in:
Problem: _______________________________________
Product: _______________________________________
Target: ________________________________________
What you do: ___________________________________
Result: ________________________________________

My One-Liner:
_________________________________________________
_________________________________________________

Website Checklist

## StoryBrand Website Audit

### Header (Above the Fold)
- [ ] Headline promises success or solves problem
- [ ] Subhead clarifies what you offer
- [ ] Direct CTA button (contrasting color)
- [ ] Transitional CTA option
- [ ] Image shows happy customer OR success state

### Stakes Section
- [ ] Addresses what they stand to lose
- [ ] Not too fear-based (balanced)

### Value Proposition Section
- [ ] Shows how you solve their problem
- [ ] Focuses on their success (not your features)

### Guide Section
- [ ] Empathy statement ("We understand...")
- [ ] Authority proof (logos, testimonials, stats)

### Plan Section
- [ ] 3-4 clear steps
- [ ] Each step starts with action verb
- [ ] Makes doing business feel easy

### Success Section
- [ ] Paints picture of life after
- [ ] Aspirational but achievable
- [ ] Testimonials with transformation

### CTAs
- [ ] Direct CTA repeated multiple times
- [ ] Transitional CTA available
- [ ] Both clear and visible

Skill Boundaries

What This Skill Does Well

• Structuring video production workflows
• Creating storyboard frameworks
• Suggesting technical approaches
• Providing creative direction templates

What This Skill Cannot Do

• Replace professional videography
• Edit video files directly
• Make final creative judgments
• Guarantee audience engagement

References

• Miller, Donald. "Building a StoryBrand" (2017)
• Miller, Donald. "Marketing Made Simple" (2020)
• StoryBrand website: mystorybrand.com
• ClarifyYourMessage.com

Related Skills

• positioning-dunford - Market positioning strategy
• ogilvy-copywriting - Classic copywriting principles
• cialdini-persuasion - Psychology of influence
• landing-page-copy - Apply StoryBrand to pages

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