Strategy & storytelling are the ultimate combinations to create a magnetic brand and grow exponentially. The Storybrand framework is a tool that will help you achieve it.
My ultimate goal is to assist you in creating a spark of curiosity within every one of your customers who discovers your brand. But I also want to help you grow your brand exponentially. Stories have always captivated me. Being a raving fan of anime. I understood the power of storytelling.
How can an anime be airing for 10+ years yet have millions of fans following them? (including me.) Guess what? It could have the same power for your brand. Strategy & storytelling are the ultimate combinations to create a magnetic brand and grow exponentially.
Think about how many movies you watched your entire life. What is it about them that makes you stay until the end? What makes you intrigued and captivated? Well, there is a simple yet powerful framework that every movie follows to the T, and we can use it for your brand too.
Ecommerce brand owners often make the common mistake of listing out their product's features and benefits. What that does is position your brand as the Hero. The results? No sales or I must stay not enough sales...
How is your customer supposed to understand that you're changing their life? Because you have the best product in the market? Nah, It's not enough. By creating a story for your brand. Your customers are the heroes of your story, and your brand is the Guide that will help them overcome their problems and pain points. You sell them a solution to their problems, not a product!
Are you projecting this in your mind right now? Do you recall the time when you chose a brand over another one? The chances are high that its story was one of the reasons. It makes me sad to see brands with AMAZING products but missing out on many sales, losing sales because your customer feels disconnected from your messaging and brand.
It's about to change! With the help of this workbook, you'll walk with a solid strategy to become proud of your brand and increase your sales drastically.
To get you more excited. Did you know that storytelling can help you boost your conversion rate by 30%? It's not an overnight result. But it's one of the best investments you'll make in your brand.
Ok, ok. I know you're excited. Let's start. Now...
The human brain is complex and gets bored pretty quickly. If what you're reading now is boring, you leave. If a movie is boring, you pick up your phone or stop watching it.
Let me tell you the hard truth, many of your visitors find your brand boring. The good news is that it won't be a problem. Because deep down, your brand is unique. You have a story to tell but don't know how to convey it.
Well, it's about to change. With the help of this framework, you'll have your storybrand brandscript. You can use it in your marketing collateral, social media, and website. I preach ethical marketing at 100%, and storytelling helps you tremendously. You don't need a bunch of evil marketing tactics to grab your customers' attention.
Your ideal customer will come by himself. And you're about to learn how with the steps of the storybrand framework.
You'll need to create a good story with a clear message to attract your target audience.
How will you resolve your customer's problem?
How will you respond to your customer's needs?
The solution is simple but not easy.
The main character of the story is not your brand. It's your customer who is the Hero of the story! Let's learn more about him.
As I mentioned, we get bored very quickly. Especially now, with the rise of TikTok and short-format videos. You have a very limited time to spark an inch of curiosity in your customer's minds. That is the first step to a great story; give him a reason to care!
As harsh as it might sound, most humans care about themselves. It's a survival instinct. So, let him understand as fast as possible, "what's in it for me?" He needs to realize it the very first time he sees your brand.
Do not talk about yourself or how terrific your company or product is. Bottom line? Nobody cares about any of that.
Any customers who purchase something are resolving a problem. Sometimes, they aren't even aware of them. And your job is to guide them through those obstacles and help them find success.
Let's explore those problems:
Every Hero is looking for a guide. Even you who are or going to be a successful brand owner. You probably know the importance of a mentor. They guide us through our journey to help us avoid big mistakes and succeed more quickly. It was our Hero's journey.
The same applies to your brand. As the Guide, you should focus on how you help solve your customers' problems.
To be a good Guide. You must demonstrate these two things in your brand story:
This is the best place to incorporate your brand's mission and purpose. You don't know what your mission and purpose are? Consider conducting a brand strategy for your brand.
Be careful, don't slip in this step because it can quickly bore your visitors. Don't give them 20 steps to follow. Even as an eCommerce brand, you should provide a plan with a clear path to the Hero.
StoryBrand advises using a simple, 3-step plan that makes it a no-brainer for your customers to say "YES" immediately.
Here is an example of a custom Jewelry eCommerce brand (Claremont Diamonds) that applies the storybrand framework beautifully.
The action plan:
Like they did. Keep it clear and to the point.
Finally, the final step is to ask for the "money." Tell them how to take action.
We're not playing games here. It should be easy for your visitors to purchase your product. Yes, I'm gonna call them your visitors because they're not customers before they finalize their checkout.
You need to eliminate the guesswork.
You need to have a Direct CTA and a Transitional CTA (also called Opt-in, Lead Magnet, or Freebie.) In most scenarios, you give a coupon code for their first order. Still, be careful if you're a luxury or premium brand. You should avoid giving discounts at all costs.
Direct CTAs: Buy our product
Transitional CTAs: Not the right time? Fine. Here are some resources you'll find helpful on your journey.
Let me tell you, ain't nobody who wants to subscribe to a newsletter. Avoid including "newsletter" in your pop-up window at all costs.
Obviously, you want your Hero's story to end in success. So, you need to help your customers visualize themselves achieving success with your brand. How will they become once they use your products? How will they feel?
As an eCommerce brand, you must showcase the future of your customer. There is no better way to visualize ourselves than seeing someone else who achieved what we want. Show the transformation of your previous customers to the point where they'll be able to paint a clear picture of their future.
Finally, show him what his transformation could look like.
The storybrand character transformation:
The Hero goes from __________ to __________
Failure is inevitable in some cases. But, your job as a guide is to help your Hero avoid it with your best capabilities. It is also your job to remind him of the cost of not purchasing your products. The same applies to me; thousands of designers are out there, but it is my job to remind you of the different roadblocks you might face if you do business with someone else. This other designer might lack process, expertise, or/or professionalism, and the list goes on and on. But you get the point.
Don't forget. This framework has been used by practically all successful movies and tv shows. Let's explore it in a well-known movie: Star wars.
I'm gonna be honest with you... I didn't watch it. So, go ahead if you wanna skip to the nitty gritty. (Example of a storybrand for a supplements brand)
Well, that is all cool and so on. But what does this framework looks like in real life? I hear you. Let me show you just that with a supplement brand. I made some tweaks to help you build your storybrand much more quickly.
It's only a personal preference. You can still use the original board and fill it out online using this link.
In the eCommerce industry, we must understand our customers as if they were friends. Building a community is one of the best ways to do that. I'll talk about it a little bit later.
In the eCommerce industry, we must understand our customers as if they were friends. Building a community is one of the best ways to do that. I'll talk about it a little bit later.
Now, let's explore the storybrand framework for a conceptional supplements brand named smpl&mnts, created by Dr. Melissa. The brand offer supplements to fight & fix bloating.
To help you visualize, this is how Dr. Melissa would've filled my workbook.
What does she want & need
Internal problems (feelings)
External problems (conflict)
Empathy (Internal & external problems)
Authority (Your expertise)
Step 1 - Where it starts
Step 2 - Where it follows
Step 3 - Where it arrives
Direct
Transitional
How it feels
How it sounds
How it looks
See how it becomes simpler for your customer to understand and relate to your brand? When I first read about the storytelling framework, I was blown away. It's one thing that makes you say, "why didn't I think about that before."
Well, I made it simple for you. You can download my workbook and fill your storybrand in it. Print it, and study it.
Now that you have your storybrand ready. Let's explore a step-by-step plan to implement. I will give an example based on smpl&mnts.
5 Free things you can do right now to grow your Ecommerce brand:
Explain what you do/offer in one sentence. Many eCommerce brand owners assume that their visitors will understand what they sell. FALSE! You have less than 3 seconds to convince your visitor to stay on your website. Use them wisely.
Example: Supplements that beat your bloating the next day.
Again, avoid using the word "newsletter." Nobody wants to subscribe to it and receive a bunch of e-mails. Even you! You don't like giving out your e-mail to anyone.
Example: 5 Aliments You Should Eat To Stop Your Bloating.
Example: Get 15% OFF On Your First Order.
Don't use e-mail marketing for the sole purpose of trying to persuade your customers to buy your products. Instead, educate them on your products and then sell them.
Example: Explaining the key ingredients used to produce the supplements and how healthy they are.
Show the transformations of your customers. Build a community. As I mentioned, building a community is your ticket to free awareness. Your customers will replace your marketing efforts. Instead, this would be part of your marketing strategy. And you should encourage your customers to share their transformational stories in exchange for coupons or promo codes.
Example: Before/After videos of your customers using your products or describing their experience.
Once this system is in place, your growth starts compounding.
Example: Start an affiliate program and let your customers earn a commission when referring people to your brand.
Example: Find ambassadors for your brand.
I'm not gonna keep you much longer. Your brain must be firing & sparking ideas as of now, huh?
It's always easy to read but hard to take action. So, don't wait any longer. Download the workbook, print it, and fill it out. You can refer back to it whenever you want to create marketing materials.
Until then, stay awesome.
Imed