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Tell better stories w/ Storybrand + a secret Chat GPT tip

Here's how you can use the Storybrand framework to add clarity and emotion to your writing

March 03, 2023

Read time: 2 minutes

When crafting a marketing story (for a sales deck, pitch deck, website, you name it), I use concepts from these five frameworks:

  • Public Narrative

  • Storybrand

  • Promised Land

  • Before and After

  • Strategic Messaging Grid

Last week I covered Public Narrative. Today, I’m focusing on the Storybrand framework developed by Donald Miller.

I like this framework because it helps you add clarity and emotion to your writing. You need both to get people to act.

The Storybrand framework, called BrandScript, includes 7 elements: A character, has a problem, meets a guide, who gives them a plan, and calls them to action, to avoid failure, and achieve success. You can access the BrandScrip for free here, just need to sign up.

Here are some key takeaways that will instantly improve your storytelling (using Gong as an example):

👉 Character (Hero):

  1. Who is your hero? Your hero is NOT your product or company. Your hero is, and always will be, your customer.

    i.e. Hero: Sales rep in an organization

  2. What do they want? Most people struggle to answer this. What do your customers actually want? More time? More money? More recognition? Go even deeper - Why do they want this?

    i.e. What do they want: To make sales and to feel that they’re getting better at making sales. Even deeper - they want to know what’s “true” in their sales process.

Here’s a Chat GPT prompt that will help you better understand your customers' challenges and what they want:

CHAT GPT PROMPT: Act like a [job position: HR leader, CFO…] in a [type of company: 500-person organization, early-stage startup…]. What are your 5 biggest challenges throughout the day? What do you want?

👉 Problem: *Paint a vivid picture of the problem

  1. External: What is the actual problem/villain the customer is facing? Remember, the problem/villain will rarely be your competitors, it will be the status quo. What are your customers doing right this moment that is blocking them from achieving what they want (from above):

i.e.: State the problem: No source of truth. Sales teams rely on guessing and remembering sales calls - which makes it impossible to make sense of and truly improve their sales skills to get more sales

i.e. Show the current process: Sales teams get on a call, need to juggle taking notes with listening to their prospect, repeat this 20 times in one day, need to summarize their ‘learnings’ and share with their manager, etc…

  1. 😬Internal: How does this make them feel?

i.e. Overwhelmed, incompetent, confused, uncertain, afraid of making a mistake

👉 Success “Promised Land”: If your solution worked exactly as it should, what would happen?

  1. External: What does success look like?

i.e. What if we had ‘reality-based sales‘?

  1. ❤️Internal: How does this make them feel?

i.e. Relieved, certain, confident, excited

Always remember that you’re taking your customers on a journey by showing them their journey - meta, I know:)

Happy writing!

Natali

If we haven’t already, let’s connect on LinkedIn.

P.S. This is the second part of a series I’m doing on strategic frameworks. Last week I covered: Public Narrative.

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