{"id":101934,"date":"2022-10-27T13:28:35","date_gmt":"2022-10-27T20:28:35","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&p=101934"},"modified":"2025-05-21T09:38:35","modified_gmt":"2025-05-21T16:38:35","slug":"storybrand","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/storybrand\/","title":{"rendered":"Improve Your Website With The StoryBrand Framework & Other Copywriting Tactics"},"content":{"rendered":"\n

\u201cWe\u2019re the number one seller in our industry.\u201d \u201cWe have more than $10m in sales annually.\u201d \u201cOur products aren\u2019t like anything else on the market today.\u201d So many business websites lead with statements like these. They want to tell you how their company, or product, or leaders, are the best in the business.<\/p>\n\n\n\n

But the big secret of writing effective website copy is that people really don\u2019t care. Yes, even your current and prospective customers. Sounds a bit harsh, but it\u2019s true. We live in a world where the human brain is bombarded with marketing constantly, and most of it sounds like a whole lot of chest-thumping and bragging.<\/p>\n\n\n\n

Of course, that\u2019s not what the people writing the messages mean to do. They\u2019re simply proud of the company and its products and are excited to share that information with customers. While this urge is understandable, it is not going to help you sell more.<\/p>\n\n\n\n

What will help you? If your copywriting focuses on making it all about the customer\u2019s favorite person in the whole world: themself.<\/p>\n\n\n\n

This is where the StoryBrand framework comes to the rescue. Donald Miller created it in his best-selling book Building a StoryBrand<\/em>. And it has become the go-to for many business owners who want to write copy that sells.<\/p>\n\n\n\n

In this article, we will break down exactly what you can learn from StoryBrand, and how to implement similar strategies for your own ecommerce store.<\/p>\n\n\n\n

What is the StoryBrand Framework?<\/strong><\/h2>\n\n\n\n

StoryBrand has an incredibly simple and wildly effective seven-step framework for developing your marketing plan or marketing message.<\/p>\n\n\n\n

  1. Begin with the hero of the story\u2014your customer\u2014and what they want. Keep it clear with a single thing customers want from your brand.<\/li>
  2. Define your customer’s problem\u2014the problem you can solve for them. People are looking at what you offer because they have a pain point or an issue they need a solution for, and you need to understand it to sell them that solution.<\/li>
  3. Position yourself as the customer\u2019s guide, not their hero. Don\u2019t talk about what your business is trying to do, but do tell them how what you sell will help them win their next battle. <\/li>
  4. Give them a simple three-step roadmap for success. Your visitor probably isn\u2019t ready to buy now, but you can show them how easy it will be to work with you when they\u2019re ready for that step. <\/li>
  5. Call them to take an action, like buying now or signing up for a call from your sales team. Your CTA should be clear and prominent on your site so customers know exactly what you want them to do. <\/li>
  6. Tell them how you\u2019ll help them avoid failure by painting a picture of what negative consequences they will face without you as their trusted guide. You need to tell them what\u2019s at stake in this purchase decision. <\/li>
  7. Finally, show them what success looks like once they partner with you. This is where you paint them a picture with your website copy and images that show them what their life will look like when their problem is solved. <\/li><\/ol>\n\n\n\n

    This is a broad overview of what the StoryBrand framework looks like in practice\u2014for an in-depth discussion of everything that goes into those stages, check out the official StoryBrand website<\/a>. <\/p>\n\n\n\n

    And we\u2019ve got a breakdown of exactly what each of these steps looks like for an ecommerce company coming below.<\/p>\n\n\n\n

    Why the StoryBrand 7-Part Framework Works<\/h3>\n\n\n\n

    Another simple way to break down the StoryBrand formula into a marketing strategy you can use is this three-step process.<\/p>\n\n\n\n

    \n

    #tweet100<\/a>

    Marketing Tip:

    Here's the simplest copywriting formula I know that works…

    PAIN \u2013 "Are you frustrated with ______?"

    DREAM \u2013 "What if, instead, you ______?"

    FIX \u2013 "That's why we built (company\/tool). To help you _____."

    Here's an example of this process in action.<\/p>— James Sowers (@jamesrsowers)     September 14, 2021<\/a><\/blockquote>