Ever wonder why your customers aren’t engaging as much as you’d like them to? Well, it’s most likely because of what you’re saying to them.
Here’s what we mean. Let’s say you have a picture-perfect website design. That’s brilliant, and that’s definitely a big tick. But if your fancy graphics aren’t supported by a clear message explaining your purpose, potential customers could be confused about what you do.
So, how can you do the old switcheroo and go from having a complex message to creating a simple, compelling story to win potential clients over?
The answer is the StoryBrand Framework. It’s a simple, 7-step framework utilising the power storytelling in your marketing material which shows potential clients your brand is the answer they’ve been looking for to solve their problems.
So, if you’re questioning if your website messaging needs some improvement, here’s three simple steps you can follow which builds a story around your potential clients in a way that will connect with and engage them.
Step 1: User Personas
The first super-important step is to know who you’re talking to so you know what to say.
We get how tricky it can be to visualise your target audience, especially if you’re a new business. So, we’ve got a trick up our sleeves which will help you determine your target market and join the journey to clarifying your message.
How do we do this? By creating user personas.
To create effective user personas, start by outlining your potential clients and the user groups you’ll be talking to as a business. Then, once you’ve done that, try to identify each persona’s values and frustrations. What do we mean? You want to know what they want to hear and their problems because then you can give them the answers they’re looking for. Simple as that.
And this step is the perfect building block for knowing what to say and how to do step 2!
Step 2: Create Story Scripts
Now that you know who you’re talking to, you want to understand the journey of your potential clients and what it actually looks like to work with you from their perspective.
To kick start this, make your customer the hero of the story and yourself the guide. Because when the customer is the hero, you talk less about your brand and more about your character and their story, giving them the solution to the problem they’re facing. People don’t care what you know until they know that you care and let’s be real, the customer doesn’t give a shit how many awards you’ve won or how good you think you are.
But how do you do this? You create a story script.
A story script starts off with a character, who is your potential customer. Now, this character has a problem and so this is where you come in as the guide that can save their day by showing your empathy and authority towards the character. You then follow this up with a plan to help solve their problem by showing them what it’s like to work with you.
But wait there’s more!
Once you hand them a plan you need to call them to action. This can be through a direct call to fill out a questionnaire or a transitional call to check out a blog for more info, the choice is yours! This action will ultimately end in success for the character or help them avoid failure.
Here’s an example of a hypothetical situation to get you thinking.
To make your very own story script, head on over to StoryBrand BrandScripts. The simple step process means you’ll have your own story created in no time. You can use this messaging format for all marketing materials, social media, flyers, brochures, emails, etc. The world is your oyster!
We know this is a really deep topic, so to get the full in-depth understanding of each step check out our webinar recording on the topic here, where all your questions are answered.
Step 3: Application
Okay, so you know who your customers are, what their problems are and how you can help solve them, so what do you do now? You show it.
Take that storyline you’ve created and develop a show-stopping website for your brand.
How?
By taking that aspirational identity of your character and immediately showing potential clients your brand is what they want. Think of your story script. You have a character; you know their problems, so now you need to press on those problems.
Once you’ve pressed on that pain point, you enter as the superhero guide that saves the day. Talk about yourself but in a way that’s helpful to your character. Build on showcasing that empathy and authority discovered in step 2; it’ll work a treat we promise!
Now that you’ve given your introduction show your plan on how you can help. But remember to cut the crap and hand the solution to your potential clients on a silver platter.
And last but not least, finish off with a call to action. Make it clear and super easy for your audience to take the steps you want them to.
That’s all there is to it! Seems pretty easy, right? And the great thing is, by making the journey easy for your character, you’ll create greater success for yourself. Now that’s what we call a win-win!
WANT SOME MORE HELP CLARIFYING YOUR WEBSITE MESSAGE?
At Studio Sondar, we’ve helped loads of other businesses, just like yours, get a clear, engaging message across to their potential customers using these exact same steps.
And we’d love to know how we can help you. So, let’s have a chat about where you’re at, where you want to be, and how we can help get you there because it’s why we do what we do.
