v1.2.0 to v1.3.0

98 added, 157 removed. Audit A to A.

---

name: storybrand-messaging

description: 'Clarify brand messaging using narrative structure that positions the customer as hero. Use when the user mentions "brand message", "website copy", "elevator pitch", "one-liner", "messaging isnt resonating", "brand script", "StoryBrand framework", or "customer as hero". Also trigger when rewriting homepage copy, crafting email nurture sequences, or creating consistent messaging across sales collateral and marketing materials. Covers landing page copy, marketing collateral, and consistent communication. For memorable messaging, see made-to-stick. For product positioning, see obviously-awesome.'

license: MIT

metadata:

author: wondelai

- version: "1.2.0"

+ version: "1.3.0"

---

# StoryBrand Messaging Framework

- Framework for clarifying your message so customers will listen. Based on a fundamental truth: customers don't buy the best products—they buy the ones they can understand the fastest.

+ Clarify your message so customers will listen. Customers don't buy the best products — they buy the ones they can understand the fastest.

## Core Principle

- **The customer is the hero, not your brand.** Your brand is the guide who helps the hero win. When you position yourself as the hero, you compete with your customer. When you position yourself as the guide, you serve them.

+ **The customer is the hero, not your brand.** Your brand is the guide who helps the hero win. Position yourself as the hero and you compete with your customer; position yourself as the guide and you serve them.

## Scoring

- **Goal: 10/10.** When reviewing or creating marketing copy or brand messaging, rate it 0-10 based on adherence to the principles below. A 10/10 means full alignment with all guidelines; lower scores indicate gaps to address. Always provide the current score and specific improvements needed to reach 10/10.

+ **Goal: 10/10.** Rate any marketing copy or brand messaging 0-10 against the principles below. Always state the current score and the specific changes needed to reach 10/10.

## The SB7 Framework

Every compelling story follows the same pattern. Use this structure for all messaging:

### 1. A Character (The Hero)

- **Core concept:** The customer wants something. Every story begins with a hero who wants something. In your brand's story, the customer is the hero and your job is to define what they want. Be specific about that one desire.

+ **Core concept:** The customer is the hero, and your job is to define the ONE thing they want. Be specific about that single desire.

- **Why it works:** Opening a story gap — the distance between where a character is and where they want to be — creates tension that demands resolution. When you name a customer's desire clearly, they lean in because they feel understood and want to know how the gap gets closed.

+ **Why it works:** Naming a desire opens a story gap — the distance between where the customer is and where they want to be. That tension pulls them in because they feel understood and want the gap closed.

**Key insights:**

- - Open a story gap (desire creates tension that pulls people into the narrative)

- - Focus on ONE desire per message (not a list — multiple desires dilute the story gap)

- - The desire should relate to survival (physical, financial, relational, or spiritual)

+ - Focus on ONE desire per message — multiple desires dilute the story gap

+ - Tie the desire to survival (physical, financial, relational, or spiritual)

- Aspirational identity is powerful ("become the leader everyone respects")

- - Different segments may have different primary desires — create separate messaging for different roles, stages, and pain intensities

+ - Different segments have different desires — write separate messaging per role, stage, and pain intensity

**Product applications:**

| Context | Application | Example |

|---------|-------------|---------|

- | Homepage headline | State the customer's desire as the outcome | "You want a beautiful smile" (not "our dentistry is excellent") |

- | Landing page | Lead with one desire per page | "You want to retire early" (not "we offer comprehensive financial planning") |

- | Audience segmentation | Tailor the desire to each segment | CEO: "Scale without chaos" vs. IC: "Do your best work without friction" |

+ | Homepage headline | Desire as outcome | "You want a beautiful smile" (not "our dentistry is excellent") |

+ | Landing page | One desire per page | "You want to retire early" |

+ | Segmentation | Tailor desire per segment | CEO: "Scale without chaos" vs. IC: "Do your best work without friction" |

**Copy patterns:**

- "You want [specific desire]..."

- "Imagine [aspirational identity]..."

- "What if you could [single clear outcome]?"

- - "You deserve [survival-level desire]..."

- **Ethical boundary:** Never fabricate desires the customer does not actually hold. Ground the desire in real research, interviews, or observed behavior — not manufactured aspiration.

+ **Ethical boundary:** Ground desires in real research or observed behavior — never fabricate aspirations the customer does not hold.

- See: [references/brand-script.md](references/brand-script.md)

+ See: [references/brand-script.md](references/brand-script.md) for the complete BrandScript worksheet covering all seven elements.

### 2. Has a Problem

- **Core concept:** The hero faces a problem that stands in the way of getting what they want. Every story needs conflict. Define the problem at three levels — external, internal, and philosophical — and personify it with a villain that gives the problem a face.

+ **Core concept:** Define the problem at three levels — external (tangible), internal (emotional), philosophical (the injustice) — and personify it with a specific villain.

- **Why it works:** Companies tend to sell solutions to external problems, but customers buy solutions to internal problems. When you name how the problem makes them feel — confused, overwhelmed, embarrassed — you tap into the emotional driver that actually motivates purchasing decisions.

+ **Why it works:** Companies sell solutions to external problems, but customers buy solutions to internal ones. Naming how the problem makes them feel — confused, overwhelmed, embarrassed — taps the emotional driver behind purchases.

**Key insights:**

- - External problems are tangible and surface-level ("my investments are scattered")

- - Internal problems are emotional ("I feel confused and overwhelmed")

- - Philosophical problems frame the injustice ("People shouldn't have to be experts to retire well")

- - The villain personifies the problem — a good villain is specific and relatable, not abstract

- - Most brands only address external problems, missing the internal problems that truly drive purchases

- - Bad villain: "complexity" (abstract); Good villain: "Wall Street jargon designed to confuse you"

+ - External: "my investments are scattered"; internal: "I feel overwhelmed"; philosophical: "people shouldn't need to be experts to retire well"

+ - A good villain is specific and relatable, not abstract — "Wall Street jargon designed to confuse you", not "complexity"

+ - Most brands stop at external problems, missing the internal ones that drive purchases

**Product applications:**

| Context | Application | Example |

|---------|-------------|---------|

- | Problem section on website | Name all three levels of the problem | External: "Scattered tools." Internal: "You feel overwhelmed." Philosophical: "Teams deserve clarity." |

- | Email nurture sequence | Lead with the internal problem | "Tired of feeling like you're guessing?" |

+ | Website problem section | Name all three levels | External: "Scattered tools." Internal: "You feel overwhelmed." Philosophical: "Teams deserve clarity." |

+ | Email nurture | Lead with internal problem | "Tired of feeling like you're guessing?" |

| Ad copy | Personify the villain | "Stop letting confusing software steal your evenings." |

**Copy patterns:**

- "You're tired of [internal problem]..."

- "[Villain] has been keeping you from [desire]..."

- "It's not right that [philosophical problem]..."

- - "You've tried everything but [external problem] persists because [villain]..."

- **Ethical boundary:** Never exaggerate problems to create unnecessary fear. Name real frustrations honestly; do not invent suffering the customer has not experienced.

- See: [references/brand-script.md](references/brand-script.md)

+ **Ethical boundary:** Name real frustrations honestly — never exaggerate problems or invent suffering to create fear.

### 3. And Meets a Guide

- **Core concept:** Enter the guide — a character who has empathy AND authority. Your brand is the guide, not the hero. You demonstrate empathy by understanding the customer's pain, and authority by proving you can actually solve it. The balance of both is what earns trust.

+ **Core concept:** Your brand is the guide, expressing empathy AND authority. Empathy shows you understand the pain; authority proves you can solve it.

- **Why it works:** Customers are not looking for another hero — they are looking for a guide. Think Yoda, not Luke. When a brand expresses empathy, the customer feels seen. When the brand demonstrates authority (testimonials, logos, statistics), the customer feels safe. Together, these two qualities create the trust needed for a customer to engage.

+ **Why it works:** Customers are looking for a guide, not another hero — think Yoda, not Luke. Empathy makes them feel seen, authority (testimonials, logos, statistics) makes them feel safe, and together they create trust.

**Key insights:**

- - Empathy without authority makes you seem weak; authority without empathy makes you seem arrogant

- - Demonstrate empathy with "we understand" language and by accurately describing their frustration

- - Demonstrate authority with testimonials, client logos, statistics, awards, and years of experience

- - Never tell your origin story as the centerpiece — that is hero behavior

- - Brief, relevant credentials are fine; a multi-paragraph "our journey" story loses the customer

+ - Empathy without authority seems weak; authority without empathy seems arrogant

+ - Show empathy with "we understand" language; show authority with testimonials, client logos, statistics, awards

+ - Never make your origin story the centerpiece — that is hero behavior; brief, relevant credentials suffice

**Product applications:**

| Context | Application | Example |

|---------|-------------|---------|

- | About page | Lead with empathy, then show credentials | "We know what it's like to feel lost in financial jargon. That's why 10,000 families trust us." |

- | Homepage social proof | Combine empathy headline with authority logos | "You're not alone. Join 5,000+ teams who found clarity." + client logos |

+ | About page | Empathy first, then credentials | "We know what it's like to feel lost in financial jargon. That's why 10,000 families trust us." |

+ | Homepage social proof | Empathy headline + authority logos | "You're not alone. Join 5,000+ teams who found clarity." + client logos |

| Sales call | Open with empathy, close with authority | "I hear you — that sounds frustrating. Here's what we've seen work for teams like yours." |

**Copy patterns:**

- "We understand what it's like to [empathy statement]..."

- - "In our experience working with [authority reference]..."

- "We've helped [number] [customers] achieve [result]..."

- "You don't have to figure this out alone..."

- **Ethical boundary:** Never claim authority you have not earned. Testimonials must be real, statistics must be accurate, and credentials must be verifiable.

+ **Ethical boundary:** Claim only earned authority — real testimonials, accurate statistics, verifiable credentials.

- See: [references/sales-conversations.md](references/sales-conversations.md)

+ See: [references/sales-conversations.md](references/sales-conversations.md) for discovery questions, objection handling, and sales scripts.

### 4. Who Gives Them a Plan

- **Core concept:** The guide gives the hero a plan. Plans create clarity and reduce the fear of doing business with you. There are two types: a Process Plan (3-4 steps showing how to work with you) and an Agreement Plan (commitments you make to remove risk).

+ **Core concept:** Give two plans: a Process Plan (3-4 steps showing how to work with you) and an Agreement Plan (commitments that remove risk).

- **Why it works:** Customers feel uncertain before making a purchase. A clear, simple plan acts as stepping stones across a creek — it shows them exactly how to get from where they are to where they want to be. Without a plan, the path feels murky and they stall. Plans reduce cognitive load and perceived risk.

+ **Why it works:** A clear plan acts as stepping stones across a creek — it reduces cognitive load and perceived risk. Without one, the path feels murky and customers stall.

**Key insights:**

- - Process Plan: 3-4 numbered steps to work with you (e.g., "1. Schedule a call. 2. Get a custom plan. 3. Start seeing results.")

- - Agreement Plan: commitments that remove fear (e.g., "100% satisfaction guaranteed", "Cancel anytime", "We'll never pressure you")

- - Limit to 3-4 steps maximum — more than that overwhelms

- - Use action verbs for each step

- - Number the steps to imply order and ease

- - Give each step a simple, memorable name

+ - Process Plan: 3-4 numbered steps max, action verbs, memorable names ("1. Schedule a call. 2. Get a custom plan. 3. Start seeing results.")

+ - Agreement Plan: fear-removing commitments ("100% satisfaction guaranteed", "Cancel anytime")

+ - More than 4 steps overwhelms; numbering implies order and ease

**Product applications:**

| Context | Application | Example |

|---------|-------------|---------|

- | Website plan section | Show 3-step process with icons | "1. Book a demo. 2. Get onboarded. 3. See results in 30 days." |

- | Pricing page | Add agreement plan to reduce purchase anxiety | "No contracts. Cancel anytime. 30-day money-back guarantee." |

- | Email CTA | Reference the plan to simplify next steps | "Getting started is simple — just three steps." |

+ | Website plan section | 3-step process with icons | "1. Book a demo. 2. Get onboarded. 3. See results in 30 days." |

+ | Pricing page | Agreement plan reduces anxiety | "No contracts. Cancel anytime. 30-day money-back guarantee." |

+ | Email CTA | Reference the plan | "Getting started is simple — just three steps." |

**Copy patterns:**

- "Here's how it works: Step 1... Step 2... Step 3..."

- "Getting started is easy. Just [step 1]."

- "We promise [agreement plan commitment]."

- - "Your plan is simple: [3 clear steps]."

- **Ethical boundary:** Never promise outcomes in the plan that you cannot reliably deliver. Agreement plan commitments must be honored without exception.

- See: [references/brand-script.md](references/brand-script.md)

+ **Ethical boundary:** Promise only outcomes you reliably deliver, and honor agreement-plan commitments without exception.

### 5. And Calls Them to Action

- **Core concept:** The guide calls the hero to action. If you don't ask, they won't act. There are two types: a Direct CTA (the primary action you want them to take) and a Transitional CTA (a lower-commitment alternative for those not yet ready).

+ **Core concept:** If you don't ask, they won't act. Use a Direct CTA (primary conversion action) plus a Transitional CTA (lower-commitment alternative).

- **Why it works:** Customers do not take action unless they are challenged to take action. A clear, repeated, visually prominent call to action tells the customer exactly what to do next. The transitional CTA captures people who aren't ready to buy but are willing to engage — keeping them in your story until they are ready.

+ **Why it works:** Customers act only when challenged to act. The transitional CTA keeps not-yet-ready people in your story until they are.

**Key insights:**

- - Direct CTA: "Buy Now", "Schedule a Call", "Get Started" — the primary conversion action

- - Transitional CTA: "Download Free Guide", "Watch Demo", "Take the Quiz" — lower commitment

- - Use a button (not a text link) for the Direct CTA

- - Make the Direct CTA stand out visually (contrasting color)

- - Repeat the Direct CTA multiple times on the page

- - Use action language ("Get" not "Submit")

- - Every page should have one obvious Direct CTA and optionally one Transitional CTA

+ - Direct: "Buy Now", "Schedule a Call", "Get Started"; Transitional: "Download Free Guide", "Watch Demo", "Take the Quiz"

+ - Make the Direct CTA a visually prominent button (contrasting color) and repeat it down the page

+ - Use action language ("Get" not "Submit"); one obvious Direct CTA per page

**Product applications:**

| Context | Application | Example |

|---------|-------------|---------|

- | Homepage | Direct CTA button above the fold, repeated below | "Get Started Free" button in header and after each section |

- | Blog post | Transitional CTA at the end | "Download our free checklist" after a how-to article |

- | Email | Single Direct CTA per email | "Schedule Your Call" button, one per message |

+ | Homepage | Direct CTA above the fold, repeated | "Get Started Free" in header and after each section |

+ | Blog post | Transitional CTA at the end | "Download our free checklist" |

+ | Email | Single Direct CTA per message | One "Schedule Your Call" button |

**Copy patterns:**

- "Get [desired result] now."

- "Start your free [trial/demo/assessment] today."

- "Download your free [lead magnet]."

- - "Schedule a [time-bound commitment] — it's free."

- **Ethical boundary:** Never disguise a purchase as a free action. CTAs must honestly represent what happens when the customer clicks.

+ **Ethical boundary:** CTAs must honestly represent what happens on click — never disguise a purchase as a free action.

- See: [references/website-wireframe.md](references/website-wireframe.md)

+ See: [references/website-wireframe.md](references/website-wireframe.md) for page-by-page structure and interior page templates.

### 6. That Helps Them Avoid Failure

- **Core concept:** Paint a picture of what happens if the customer does not act. Without stakes, there is no story. Failure gives the narrative tension and urgency — it shows the cost of inaction.

+ **Core concept:** Show what happens if the customer does not act. Without stakes, there is no story.

- **Why it works:** Humans are loss-averse. The fear of losing something is more motivating than the promise of gaining something. A taste of what could go wrong — not a full scare campaign — creates the emotional stakes needed for a customer to move from "interested" to "committed."

+ **Why it works:** Humans are loss-averse — fear of losing motivates more than promise of gaining. A taste of what could go wrong moves customers from "interested" to "committed".

**Key insights:**

- - Don't overdo fear — just a taste of the negative consequence is enough

- - Be honest about real consequences, not hypothetical catastrophes

+ - A taste of consequence is enough — don't run a scare campaign

- Focus on opportunity cost, not punishment ("another year of feeling stuck")

- - Use "what if you don't" framing to make inaction feel costly

- - Pair failure messaging with success messaging to create contrast

- - Examples: "How long will you wait before getting this handled?" or "Don't let another year go by feeling overwhelmed"

+ - Pair failure with success messaging to create contrast

**Product applications:**

| Context | Application | Example |

|---------|-------------|---------|

- | Landing page stakes section | Brief failure scenario before the CTA | "Without a clear message, you'll keep losing customers to competitors they understand faster." |

- | Email subject line | Light urgency referencing failure | "Are you leaving revenue on the table?" |

- | Sales conversation | Name the cost of inaction | "What happens to your team if nothing changes in the next 6 months?" |

+ | Landing page stakes section | Brief failure scenario before CTA | "Without a clear message, you'll keep losing customers to competitors they understand faster." |

+ | Email subject line | Light urgency | "Are you leaving revenue on the table?" |

+ | Sales conversation | Name cost of inaction | "What happens to your team if nothing changes in 6 months?" |

**Copy patterns:**

- "Don't let [negative outcome] happen when [solution] is this simple."

- "How long will you wait before [addressing the problem]?"

- - "Without [your solution], [realistic negative consequence]."

- "Every day without [solution], you're [cost of inaction]."

- **Ethical boundary:** Never use fear-mongering, fabricated urgency, or worst-case scenarios designed to panic. State real, proportionate consequences of inaction.

- See: [references/brand-script.md](references/brand-script.md)

+ **Ethical boundary:** State real, proportionate consequences of inaction — no fear-mongering or fabricated urgency.

### 7. And Ends in Success

- **Core concept:** Paint a vivid picture of what life looks like after the customer works with you. Success is the resolution of the story — it closes the story gap opened in Element 1. Define success in terms of status, completeness, and self-realization.

+ **Core concept:** Paint a vivid picture of life after working with you — in terms of status, completeness, and self-realization. Success closes the story gap opened in Element 1.

- **Why it works:** People need to see the destination before they start the journey. A clear success picture gives customers something concrete to desire. When you show the transformation — not just the features — customers can place themselves in that future and feel the emotional pull toward it.

+ **Why it works:** People need to see the destination before starting the journey. Showing the transformation — not features — lets customers place themselves in that future and feel its pull.

**Key insights:**

- - Status: How will they be perceived? ("Become the go-to expert in your field")

- - Completeness: What gap will be closed? ("Finally have financial peace of mind")

- - Self-realization: Who will they become? ("Be the leader you were meant to be")

- - Show the transformation with before/after comparisons

- - Use customer success stories with specific outcomes (numbers, results)

- - The success picture should be specific and tangible, not vague or generic

+ - Status: "Become the go-to expert"; completeness: "Finally have financial peace of mind"; self-realization: "Be the leader you were meant to be"

+ - Show transformation with before/after comparisons and specific numbers

+ - Keep the success picture tangible, never vague or generic

**Product applications:**

| Context | Application | Example |

|---------|-------------|---------|

- | Homepage success section | Paint the after picture with specifics | "Imagine opening your inbox to qualified leads every morning — no cold outreach required." |

- | Case study | Show before/after transformation with numbers | "Before: 2% conversion rate. After: 11% in 90 days." |

- | Testimonial placement | Let customers describe their own success | "I finally feel like I know where every dollar is going." — real customer quote |

+ | Homepage success section | Specific after picture | "Imagine opening your inbox to qualified leads every morning — no cold outreach required." |

+ | Case study | Before/after with numbers | "Before: 2% conversion rate. After: 11% in 90 days." |

+ | Testimonials | Customers describe their success | "I finally feel like I know where every dollar is going." |

**Copy patterns:**

- "Imagine [specific success picture]..."

- "Join [number] [customers] who now [success outcome]..."

- - "What would it mean for you to [self-realization outcome]?"

- "Finally, [completeness outcome] — without [old frustration]."

- **Ethical boundary:** Never promise results you cannot substantiate. Success pictures must reflect realistic outcomes, and testimonials must represent genuine customer experiences.

- See: [references/brand-script.md](references/brand-script.md)

+ **Ethical boundary:** Promise only substantiated results; testimonials must reflect genuine customer experiences.

## The One-Liner

- A single sentence that clearly explains what you do. Use it everywhere.

+ A single sentence that explains what you do. Use it everywhere.

- **Formula:**

- ```

- [Problem] + [Solution] + [Result]

- ```

+ **Formula:** `[Problem] + [Solution] + [Result]`

- **Structure:**

- "We help [CHARACTER] who struggle with [PROBLEM] to [SOLUTION] so they can [RESULT]."

+ **Structure:** "We help [CHARACTER] who struggle with [PROBLEM] to [SOLUTION] so they can [RESULT]."

- **Examples:**

- - "We help busy parents who struggle to cook healthy meals get fresh ingredients delivered weekly so they can feed their family nutritious food without the stress."

- - "We help small business owners who feel overwhelmed by marketing create a clear message so they can grow their revenue."

+ **Example:** "We help small business owners who feel overwhelmed by marketing create a clear message so they can grow their revenue."

**Test:** Can someone repeat it after hearing it once?

- See: [references/one-liners.md](references/one-liners.md)

+ See: [references/one-liners.md](references/one-liners.md) for industry examples and variations.

## Tone and Voice Guidelines

- Your brand voice should be consistent across all channels while adapting to context:

- **Guide qualities to convey:**

- - Empathy: "We understand..."

- - Authority: "In our experience..."

- - Confidence: "Here's what works..."

- - Helpfulness: "Let us show you..."

- **Avoid:**

- - Hero language: "We're the best at..."

- - Jargon: Use customer's words

- - Condescension: Respect their intelligence

- - Weakness: Be confident, not tentative

- See: [references/multi-channel-consistency.md](references/multi-channel-consistency.md)

- ## Website Wireframe

- See: [references/website-wireframe.md](references/website-wireframe.md) for page-by-page structure, including interior page templates (product, about, service pages).

- ## Brand Script Template

- See: [references/brand-script.md](references/brand-script.md) for complete worksheet.

- ## One-Liner Examples & Formula

+ Keep brand voice consistent across channels while adapting to context.

- See: [references/one-liners.md](references/one-liners.md) for industry examples and variations.

+ **Convey guide qualities:** empathy ("We understand..."), authority ("In our experience..."), confidence ("Here's what works..."), helpfulness ("Let us show you...").

- ## Reference Files

+ **Avoid:** hero language ("We're the best at..."), jargon (use the customer's words), condescension, and tentative weakness.

- - [email-sequences.md](references/email-sequences.md): Nurture sequence structure, welcome sequences, templates, subject line formulas

- - [sales-conversations.md](references/sales-conversations.md): Discovery questions, objection handling, sales scripts

- - [multi-channel-consistency.md](references/multi-channel-consistency.md): Social media adaptation, video scripts, podcast, PR, brand voice guidelines

+ See: [references/multi-channel-consistency.md](references/multi-channel-consistency.md) for social media, video, podcast, and PR adaptation.

## Common Mistakes

| Mistake | Why It Fails | Fix |

|---------|-------------|-----|

| Being the hero | Competes with customer | Position as guide |

| Multiple messages | Confuses people | One clear message per asset |

| Clever > clear | People don't decode messaging | Choose clarity always |

- | Feature-focused | Customers care about transformation | Lead with outcomes |

+ | Feature-focused | Customers buy transformation | Lead with outcomes |

| No clear CTA | No direction = no action | Ask for the sale |

| No stakes | No urgency = no motivation | Paint failure picture |

| Starting with "We" | Self-focused | Start with customer's problem |

## Quick Diagnostic

- Ask these questions about any marketing asset:

- 1. [ ] Can a caveman understand what you offer in 5 seconds?

- 2. [ ] Is the customer clearly the hero?

- 3. [ ] Have you identified internal problem, not just external?

- 4. [ ] Do you demonstrate empathy AND authority?

- 5. [ ] Is there a clear 3-step plan?

- 6. [ ] Is there one obvious CTA?

- 7. [ ] Do you show success AND failure stakes?

- If any answer is "no" — that's your problem.

+ | Question | If No | Action |

+ |----------|-------|--------|

+ | Can a caveman grasp the offer in 5 seconds? | Message too complex | Simplify to one desire, one outcome |

+ | Is the customer clearly the hero? | Brand competes with customer | Rewrite from customer's perspective |

+ | Is the internal problem named, not just external? | Missing the emotional driver | Add "how it feels" language |

+ | Do you show empathy AND authority? | Trust gap | Add "we understand" + proof points |

+ | Is there a clear 3-step plan? | Path feels risky | Add Process + Agreement plans |

+ | Is there one obvious CTA? | Nobody acts | Add prominent, repeated Direct CTA |

+ | Do you show success AND failure stakes? | No narrative tension | Paint both outcome pictures |

- ## About the Author

+ ## Reference Files

- Donald Miller is the CEO of StoryBrand, a company that has helped over 10,000 businesses clarify their messaging so customers will listen. He is a New York Times bestselling author whose books include *Building a StoryBrand*, *Marketing Made Simple*, and *Business Made Simple*. Miller is a sought-after keynote speaker who has presented to audiences including Intel, Pantene, Zaxby's, and thousands of small businesses. His StoryBrand framework is built on the universal principles of narrative structure, distilling decades of storytelling theory into a practical seven-part system for brand communication.

+ - [brand-script.md](references/brand-script.md): Complete BrandScript worksheet for all seven elements

+ - [one-liners.md](references/one-liners.md): One-liner formula, industry examples, variations

+ - [website-wireframe.md](references/website-wireframe.md): Page-by-page website structure, interior page templates

+ - [email-sequences.md](references/email-sequences.md): Nurture and welcome sequences, templates, subject line formulas

+ - [sales-conversations.md](references/sales-conversations.md): Discovery questions, objection handling, sales scripts

+ - [multi-channel-consistency.md](references/multi-channel-consistency.md): Social media adaptation, video scripts, podcast, PR, brand voice guidelines

## Further Reading

- This skill is based on the StoryBrand framework developed by Donald Miller. For the complete methodology, worksheets, and deeper insights, read the original book:

+ For the complete methodology and worksheets:

- [*"Building a StoryBrand: Clarify Your Message So Customers Will Listen"*](https://www.amazon.com/Building-StoryBrand-Clarify-Message-Customers/dp/0718033329?tag=wondelai00-20) by Donald Miller

+ ## About the Author

+ Donald Miller is the CEO of StoryBrand, which has helped over 10,000 businesses clarify their messaging. A New York Times bestselling author of *Building a StoryBrand*, *Marketing Made Simple*, and *Business Made Simple*, he distilled decades of narrative theory into the practical seven-part SB7 framework.