The unique thing about StoryBrand marketing is its focus. Other schools of thought regarding marketing are more about your company and less about your ideal customer.
Despite the popularity of those methods, it’s much more effective to make your strategy all about the customer by addressing them and promising to solve their problem.
Your target audience will not respond well to being ignored – it’s just human nature.
StoryBrand begins with defining your target audience and their pain point or points (a.k.a. the issues driving them to seek solutions or their common complaints with other companies providing similar services).
Accurately pinpointing your customer’s pain points is the key to making them feel seen and heard. StoryBrand allows you to position yourself as the one who will listen to them.
Long sentences get skimmed over. If your website is full of long-winded paragraphs and cluttered copy, you are missing opportunities to make an impression.
With your target market and pain points as a strong foundation, you can trim the fat on any extraneous information in your marketing material.
StoryBrand hones your brand message in on the essentials – addressing the customer’s problem, extending empathy, and offering a solution.
Check your website – do you see the word “we” all over it? If so, you are spending way too much time talking about you and not enough time explaining how you can help them.
Of course, establishing yourself as an authority in your industry is part of the StoryBrand strategy, but it’s all in the angle and timing.
You are not the hero. Your customer is the hero; you are simply their (highly qualified) guide.
It’s clear to see how StoryBrand builds this trust:
Place yourself in your customer’s shoes. Would you give your money to a company that has made you feel like just another data point?
Or would you rather give it to a company that has appealed to you as an individual and proven themselves trustworthy with testimonials from others just like you?
StoryBrand marketing does this by following the storytelling formula (a hero, a problem, and a guide) that people inherently relate to and love.
How is your company different from its competitors? That’s easy – you are your customer’s guide. A hallmark of successful marketing efforts is achieving this without the customer really noticing.
It should feel like a natural progression from “I’m curious about this company’s solution” to “I’m trusting that this company will have my back in the trenches.” The StoryBrand strategy is built for creating this connection.
Book a free 15-minute discovery call with TwoTone, and together we’ll navigate the use of StoryBrand marketing to reach your goals.