It’s become increasingly difficult to stand out in a noisy and crowded marketplace, which makes it easy for a small business to feel like they can’t compete with the big guys when it comes to getting new customers. Here’s the secret: customers buy products from the company they can understand, not the company with the largest ad budget. Sure, the company that spends tens of thousands of dollars a month on marketing is getting in front of its target customers, but is it communicating in a clear way?
If you don’t have a clear message, it doesn’t matter how much money you spend on marketing. If you’re a small business with a limited (or nonexistent) marketing budget, have hope. You can take on the big companies!
My name is Danielle Bornowski; I’m a Certified StoryBrand Guide, and I’m going to walk you through the StoryBrand framework that will help you clarify your message and stop dreading your marketing.
The StoryBrand Framework
In order to keep people’s attention, you must invite them into a story. The human brain spends 30% of it’s time daydreaming. You don’t want them to daydream through your sales pitch, do you? No! You want them to be riveted and paying attention as if they’re watching a movie. Think about it – do you daydream through a movie? No. It’s probably one of the few instances where the brain doesn’t daydream for two hours. That’s because it’s a story, and people love stories. With the StoryBrand Framework, you are inviting your customers into your business’ story.
Your Customer is The Hero, Not You
In your story, you might think that your business is the hero, but that’s not true. Everyone wants to be the hero in their story, but when you let your customers be the hero, you’re going to win in the marketplace.
You Are The Guide
Your customer is the hero of the story, and you are the guide taking them through that story. You’re Obiwankanobi making sure Luke Skywalker doesn’t make the wrong decision. What does this do for you? It establishes trust between you and your customers. It shows them that you’re not just trying to sell them something so you can be successful, instead you’re showing them how they can be successful. In a marketplace that has some sleazy sales folks in it, this goes a long way with your customers.
Marketing Made Simple
Ok so you’ve got a clear message, but what do you do with it? Marketing Made Simple is the follow-up to Building a StoryBrand and helps you apply your clear message to your (simple and easy to execute) marketing strategy.
First you’ll write your one liner, or elevator pitch. Put this everywhere: your business cards, your email signature, on everything you print. Use it when someone asks what you do. Everyone (both inside and outside) your company should know your one liner.
A wireframe shares the general concept of what will be on a website. You’ll take your clear message and put it into a simple and easy-to-navigate layout on your website. Most websites have too much information, and their customers are confused. Remember, if your customer is confused, they won’t buy from you.
Most people don’t like selling, but it’s an important part of growing your business. Using the StoryBrand framework, you can invite your customer into a story with your sales funnel. In your sales funnel, you’ll talk about your customer’s pain points and position yourself as the guide to help them solve their problem.
Not everyone is ready to buy your product right away. You need to stay top-of-mind with them in order to be the company they call when they are ready. In your nurture sequence, you’ll provide great value (tips, tricks, explainers) to keep your business top-of-mind.
Every business wants to increase their sales and revenue but most don’t have a plan to do so. It starts with a clear message that gets woven into a simple plan. Your customer is the hero, and your business is the guide that’s going to help them solve their problem. Keep that at the forefront of the things you say, and the decisions you make, and your business will grow.
Let’s Do This
You CAN compete with big businesses, and DQB Strategies is here to help you clarify your message and create a simple, actionable marketing playbook. Grab time on my calendar to get started.