What is StoryBrand Copywriting?

What is storybrand copywriting

Read the book, ‘Building a StoryBrand: Clarify Your Message So Customers Will Listen’ and now wondering what is StoryBrand Copywriting?

 

Many businesses struggle to break through the noise and connect with their audience in a meaningful way.

 

Your audience craves your attention just as much as you crave for theirs. Without your service, they can’t be happy; without them, you won’t make money.

 

Using the StoryBrand Framework in your copywriting, is like putting a neon sign above your head saying, ‘I HAVE WHAT YOU NEED!!”

 

Using StoryBrand copywriting is a strategic approach to crafting marketing messages.

 

It leverages the timeless art of storytelling to craft marketing messages that capture attention, ignite emotions, and ultimately drive results.

 

Storytelling in StoryBrand Copywriting

 

StoryBrand copywriting doesn’t rely on flashy gimmicks or empty promises. Instead, it taps into something far more fundamental: the universal human narrative structure.

 

We’re all drawn to stories, from childhood fairytales to gripping novels, and our history is told to our children around campfires for generations.

 

What is storybrand copywriting

 

StoryBrand recognizes this inherent human connection and allows businesses to create copywriting that resonate with our deepest desires and struggles.

 

The key elements of the StoryBrand framework translate beautifully into copywriting. Imagine your ideal customer as the “hero” of your marketing message.

 

They have a desire (e.g., feeling healthy and confident), but they face obstacles (e.g., lack of time or knowledge).

 

Your brand becomes the trusted “guide” who helps them overcome those obstacles and achieve their desired outcome.

 

There are 7 things to identify in the StoryBrand framework:

 

  • Identify Your Hero:

In your website copy your target audience becomes the hero. You identify their struggles, desires, and frustrations by asking:

 

    • What challenges do they face? What are they ultimately hoping to achieve?

 

  • Unveil The Villain:

 

The villain represents the obstacles preventing your audience from achieving their goals.

 

It’s not just the surface problems, it’s the deeper problems: external (chemical cleaning products), internal (worried, scared), philosophical (deserve natural products), etc.

 

  • Introduce Guide:

 

As the story unfolds, Your marketing message positions your company as the guide, empowering the hero to overcome their obstacles and achieve success.

 

  • Provide a Plan:

 

Outline a clear plan or solution your brand offers to help the hero navigate their challenges and achieve their desires.

 

This is usually a 3-step plan that guides the hero to their happily every after.

 

  • Call them to Action:

 

Before the end of the story make a clear call to action.

 

This could be encouraging a website visitor to download a free guide, schedule a consultation, or make a purchase.

 

  • Invite them into Success/Aspirational Identity:

 

For your hero to find their happy ending, you must show them what their success could be and who they could become by partnering with you.

 

    • What do they become by achieving using your product or service? (eg. warrior mum, confident entrepreneur, healthy body)

 

This deeper connection fuels stronger messaging and propels them further on their hero’s journey.

 

  • Help Them Avoid Failure

So your hero can savour their success you need to show what will happen if the hero doesn’t overcome their challenges and achieve their desired outcome.

 

    • What happens if the hero doesn’t change? What will they lose if they don’t reach their goal?

 

By weaving these elements into your marketing messages, StoryBrand copywriting allows you to connect with your audience on a deeper level.

 

This helps foster trust and ultimately drives them to take action. If you want to learn how to write your own Storybrand Brandscript (the step before the framework), click here.

 

Practical Applications

 

The beauty of StoryBrand copywriting lies in its versatility. Here’s how you can integrate this powerful approach into various marketing materials:

 

  • Websites:

 

Craft website copy that positions your brand as the guide, helping visitors through their hero’s journey.

 

Highlight the challenges your audience faces and showcase your product or service as the solution.

 

Use clear calls to action, guiding website visitors towards the next step (e.g., contacting sales, downloading a free trial).

 

  • Email Campaigns:

 

Storytelling breathes life into email marketing. Instead of dry product descriptions, use email campaigns to tell engaging stories.

 

Highlight a customer’s success story (the hero’s journey in action) or create a problem/solution narrative that resonates with your audience.

 

  • Social Media Posts:

 

The fast-paced nature of social media demands attention-grabbing content. StoryBrand copywriting helps you craft engaging social media posts.

 

Use storytelling elements like relatable problems and intriguing solutions to capture attention and encourage interaction (e.g., asking questions, running polls based on the “villain” challenge).

 

What is storybrand copywriting

 

  • Blog Content:

 

Blog posts are a prime opportunity to delve deeper into stories.

 

Educate your audience about industry challenges (the villain) and showcase your expertise as the guide.

 

Use blog posts to build trust and establish your brand as a thought leader in your field.

 

  • Sales Copy:

 

Storytelling isn’t just for creative marketing materials. Sales copy can also benefit from the power of narrative.

 

Craft sales copy that identifies the prospect’s pain points (the villain), positions your product as the solution (the guide), and ultimately guides them towards a purchase decision (the CTA).

 

Using the StoryBrand framework to write your copy empowers you to craft marketing messages that transcend mere features and benefits.

 

By harnessing the timeless appeal of storytelling, you can connect with your audience on an emotional level, position your brand as the trusted guide, and ultimately drive results.

 

So, weave powerful narratives into your marketing mix, and watch your audience become the heroes of their own success stories.

 

Or if you want an expert StoryBrand guide to show you how to move through the framework and create your copy, schedule a call today.

 

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