Building a StoryBrand

Empathetic statements start with words like, “We understand how it feels to . . .” or “Nobody should have to experience . . .” or “Like you, we are frustrated by . . .” or, in the case of one Toyota commercial inviting Toyota owners to engage their local Toyota service center, simply, “We care about your Toyota.”

Can you replace some of your text with images? Can you reduce whole paragraphs into three or four bullet points? Can you summarize sentences into bite-sized soundbites? If so, make those changes soon. The rule is this: the fewer words you use, the more likely it is that people will read them.

Because it’s our story. Feelings of self-doubt are universal, as is the desire to become somebody competent and courageous. And all of this matters when it comes to branding our products

In a simple grid, Ryan allows us to see how our customers’ lives will look after they engage us, how they will feel, what their average day will look like, and what kind of new status they will enjoy.

Filling out this grid for your brand is a terrific exercise.

1. Stake a claim to your territory. If you want to be known as the leader in a certain territory, stake a claim to that territory before the competition beats you to it. Creating a PDF, a video series, or anything else that positions you as the expert is a great way to establish authority.

Examples of direct calls to action are
• Order now
• Call today
• Schedule an appointment
• Register today
• Buy now

Then they asked me out: they offered a PDF called “5 Things Great Presenters Get Right,” and I was quite curious. I downloaded the PDF and read it in a few minutes. Their transitional call to action earned my trust and positioned them as the guide in my sto

Transitional calls to action, however, contain less risk and usually offer a customer something for free. Transitional calls to action can be used to “on-ramp” potential customers to an eventual purchase. Inviting people to watch a webinar or download a PDF are good examples of transitional calls to action.

What agreements could you make with them that would alleviate those fears?

WHAT’S THE PLAN CALLED?
Once you create your process or agreement plan (or both), consider giving them a title that will increase the perceived value of your product or service. For instance, your process plan might be called the “easy installation plan”