StoryBrand Messaging Framework

StoryBrand Messaging Framework Skill

Overview

This skill encodes the SB7 (StoryBrand 7-part) framework from Donald Miller's Building a StoryBrand. It helps brands clarify their marketing message by structuring communication like a story — with the customer as the hero and the brand as the guide.

The core insight: customers don't buy the best product; they buy the one whose message they understand most clearly. Confusion kills sales. Clarity drives growth.

Core Mantra: "If you confuse, you'll lose."

The SB7 Framework

Element 1: A Character (The Customer is the Hero)

The customer — not the brand — is the hero of the story. Identify what the customer wants and make that the central narrative ambition. Open a "story gap" between where they are and where they want to be.

Key questions:

• What does your customer want most?
• What is the single ambition or desire you can help them fulfill?
• Can you state it in one sentence?

Element 2: Has a Problem (Three Levels)

Every story requires conflict. Customers are "heroes in a hole" seeking a way out. Address three levels of problems:

1. External Problem — The practical, surface-level problem (e.g., "my lawn looks bad")
2. Internal Problem — The emotional frustration beneath the external problem (e.g., "I feel embarrassed and incompetent")
3. Philosophical Problem — The deeper "why this is wrong" injustice (e.g., "People shouldn't have to live with an ugly yard they can't fix")

Most companies only address external problems. The most powerful messaging addresses internal problems — because people make emotional buying decisions.

The Villain: Identify a villain (not a person, but a force) that is the root cause of the customer's problems. e.g., complexity, inefficiency, confusion, fear.

Element 3: And Meets a Guide (The Brand as Guide)

Customers aren't looking for another hero — they're looking for a guide. The brand must position itself as Yoda, not Luke Skywalker.

Two things establish a brand as a guide:

1. Empathy — Show you understand how the customer feels ("We know how frustrating X is...")
2. Authority — Demonstrate competence through testimonials, statistics, logos, awards

Avoid being the hero. Brands that brag about themselves create competitive tension with customers. Brands that serve as guides earn trust.

Element 4: Who Gives Them a Plan

Customers won't commit without a clear, simple path. Provide:

1. Process Plan — 3-4 step action sequence (e.g., "1. Schedule a call. 2. We build your plan. 3. Your business grows.")
2. Agreement Plan — A set of principles/commitments that reduce perceived risk (e.g., "We believe in transparent pricing, no hidden fees, satisfaction guaranteed.")

Plans must be simple enough to remember and specific enough to reduce anxiety.

Element 5: And Calls Them to Action

Heroes don't act without being challenged. Use two types of calls to action:

1. Direct CTA — A clear request for a purchase or commitment ("Buy Now," "Schedule a Call," "Get a Quote")
2. Transitional CTA — A lower-risk engagement that moves prospects toward purchase ("Download the Free Guide," "Watch the Demo," "Get the Free Assessment")

Never use passive language ("Learn more," "Get started"). Be direct.

Element 6: That Helps Them Avoid Failure

Define what's at stake. Show the cost of NOT engaging your brand. Every hero needs something to lose.

• What negative outcome will persist if they don't act?
• What is the cost of inaction?
• Paint stakes clearly but don't dwell on them — just enough to make the resolution feel significant

Element 7: And Ends in a Success

Never assume customers understand how your brand will improve their life. Tell them explicitly.

Three types of success to paint:

1. Status — How will they gain recognition or respect?
2. Completeness/Wholeness — How will they feel more whole, secure, or confident?
3. Self-acceptance/Transcendence — How will this help them become who they want to be?

The most powerful brands help customers visualize their transformed identity.

The BrandScript Structure

All seven elements combine into a single BrandScript:

A character [CUSTOMER IDENTITY] who wants [DESIRE]
has a problem: externally [EXTERNAL PROBLEM], internally [INTERNAL PROBLEM], philosophically [PHILOSOPHICAL PROBLEM].
The villain is [VILLAIN FORCE].
They meet a guide [YOUR BRAND] who has empathy [EMPATHY STATEMENT] and authority [PROOF].
The guide gives them a plan [PROCESS STEPS].
And calls them to action [DIRECT CTA] / [TRANSITIONAL CTA].
That helps them avoid [FAILURE/STAKES].
And ends in [SUCCESS VISION].

Agent Instructions

When a user asks you to apply the StoryBrand framework, follow this process:

Step 1: Gather Context

Ask for or identify:

• What is the product/service/brand?
• Who is the target customer?
• What problem does it solve?

Step 2: Build the BrandScript

Work through all 7 elements systematically. For each element:

1. Present the principle
2. Ask clarifying questions if needed
3. Draft specific language

Step 3: Extract Sound Bites

From the BrandScript, extract:

• One-liner (elevator pitch, ≤30 words): "[Customer] who [external problem], we [solution], so they can [success]"
• Tagline: A 3-7 word phrase capturing the core desire
• Website hero text: Headline + subheadline + CTA button text
• Email subject line templates
• Social media bio

Step 4: Apply to Specific Assets

Help user translate BrandScript into:

• Website homepage structure
• Email marketing sequences
• Sales pitch scripts
• Ad copy
• Social media profiles

Query Types This Skill Handles

BrandScript Creation

• "Help me create a BrandScript for [business]"
• "I need to clarify my message for [product]"
• "Apply StoryBrand to my [business]"

Website Review/Rewrite

• "Review my website copy using StoryBrand"
• "Rewrite my homepage using the SB7 framework"
• "Does my website pass the grunt test?"

Messaging Clarity

• "Why isn't my marketing working?"
• "How do I make my message clearer?"
• "What's my one-liner?"
• "Write a tagline for my business"

Specific Asset Creation

• "Write email subject lines for [product]"
• "Create a call to action for [service]"
• "What should my hero text say?"
• "Write my elevator pitch"

Coaching/Analysis

• "Am I positioning myself as the hero or the guide?"
• "What problem am I really solving?"
• "What's my villain?"

Output Format

Full BrandScript

Present as a structured document with all 7 elements filled in with specific language.

One-Liner Template

We help [CUSTOMER] who [PROBLEM] [SOLUTION] so they can [DESIRED OUTCOME].

Website Hero Section

Headline: [Desire/Outcome — what the customer wants]
Subheadline: [How you help them get it — 1-2 sentences, guide positioning]
CTA Button: [Direct action — "Schedule a Call" / "Get Started" / "Buy Now"]
Secondary CTA: [Transitional — "Download Free Guide" / "Watch Demo"]

Grunt Test

Apply to any messaging: "Could a caveman look at this and immediately know (1) what you offer, (2) how it will make their life better, and (3) what they need to do to get it?"

Key Principles to Enforce

1. Customer = hero, Brand = guide (never reverse this)
2. Address internal problems, not just external ones
3. Simple beats clever — clarity always wins
4. Every page/email/ad must answer: "What do you want me to do?"
5. Always define success — paint the positive vision
6. Never assume — tell them explicitly how great their life will be
7. Repeat your core message across all touchpoints to "brand" it into memory