We all know that word of mouth referrals are one of the best ways to get new customers. The problem is, how do you go about generating those referral leads in the first place? That's where StoryBrand BrandScript can help. Get your clients talking by giving them a compelling reason for their story and then provide them with the tools to spread the word.
What Is StoryBrand BrandScript?
Donald Miller, CEO of StoryBrand, developed the concept as a way to help businesses create a clear and concise story that their customers can understand. The goal is to simplify the marketing process by focusing on the customer's needs rather than on the product itself.
The process begins with identifying your ideal customer and then developing a story that resonates with them. Once you have the story, you create a series of marketing materials that will help your customer tell it. This could include website copy, social media posts, and even email templates.
The beauty of StoryBrand BrandScript is that it helps businesses to focus on the customer's needs rather than on the product itself. It's a great way to create a connection with your customers and turn them into advocates for your brand.
It helps your clients create a brand messaging and a brand story by providing them with the answers to three key questions:
Who Am I?
This question helps your company determine your target market through defining who they are serving. A good way to answer this question is by finding an avatar, or a composite of the people you serve. For example, if you're a wedding photographer, your avatar might be an engaged couple who is looking for photography services. In short, your avatar is the person you are trying to reach with your content.
What Do I Believe In?
Once you know who you are serving, it's important to determine what your clients believe. What do they value? What gets them out of bed in the morning and keeps them going throughout their day? This is a great way for companies to connect with your customers on an emotional level by getting at core beliefs.
Why Should Anyone Care About My Story?
By giving you and your clients these answers, they can then weave their stories into a blog post that will generate new leads for you. Every story begins with a problem that the customer is experiencing. In order to solve that problem, they need your product or service.
However, simply telling the story of how great your company is won't resonate with customers. They need to know how you can help them and what's in it for them. Your story should be clear, concise, and relevant to your ideal customer.
When it comes to using your BrandScript for content marketing, less is more. Keep in mind that potential customers don't want to read a novel about your company; they just want the highlights. So focus on the most important points of your story and make sure your clients know the clear message of your brand in order to achieve success.
Now, How Do I Convert Leads Into Customers?
Once you have the StoryBrand BrandScript process in place, it's time to start converting those leads into customers. This is where your marketing materials come in handy. The goal is to make it easy for your customers to share your story with others. Here are some tips on how to make the most out of your BrandScript:
Set Up a Referral System
One way is to set up a referral system so customers earn points for each lead they bring you. Your clients will be happy with the reward and it's another way of getting their message out there on behalf of your company.
Take our wedding photographer example earlier; they might offer a free photo book to their clients for referring five friends. This is a great way to get the word out there and it's something that your customers will be happy to do.
There comes a point where your story becomes so easy to share that the ratchet of a Referral System feels like going the extra mile. Look at it this way–it’s likely that the people you serve know other people who have the same problems. When you show up to them with a story that is so easy to share, spreading the word becomes easier.
Create Social Media Posts
Another way to get your story in front of potential customers is by creating social media posts that are shareable. This can help you create posts that are relevant to your ideal customer and will resonate with them.
In the example of the wedding photographer, they might post a photo of the happy couple with a caption that reads: "Thanks for trusting us to capture your big day! We love what we do and it's because of clients like you that make it possible. If you liked our work, share this photo with your friends."
This is a great way to make the product relatable through telling positive stories about people who are using it or have used it in the past. By sharing their story via social media posts, clients will engage even more with potential customers and create evangelists for your brand!
Use a StoryBrand Certified Agency to Help
A StoryBrand Framework is useful and effective, but like any tool, they are only as effective as their users are. Some businesses believe their product lines have been led with clarity. In fact the organization of internal vocabulary was carried out by internal staff only.
It is best to talk to a specialist to ensure that your message will communicate effectively to the customer. Using the guides can be useful in clarifying messages to ensure your message is clear to the audience.
ROI Online is a StoryBrand Certified Agency and can help your business with all of its messaging needs. From website design to social media posts, they can help you create a story that will resonate with your customers and convert leads into customers.
Attend a StoryBrand Marketing Workshop
If you're looking to take your marketing to the next level, attending a StoryBrand Marketing Workshop is the perfect way to do it. You'll learn how to get clear on your brand messaging and then you'll put that into practice with real-time coaching from industry experts.
Usually, in workshops, attendees are asked to create a presentation at the end in which they apply what they have learned during the workshop. It is an effective way of learning because you must be able to communicate your ideas clearly so others can understand them well.
At ROI Online, they offer workshops to their clients so they can learn how to increase conversions and get the most out of every marketing dollar. These are great for businesses who want that extra push in improving their customer engagement.
But... How Does StoryBrand BrandScript Work in Marketing?
Marketing needs clear messaging. This is the brand's communication to customers about what it does and how it will make their life better. Messaging usually falls into one of three categories:
- Functional: Telling the customer what you do, such as "We are a pizza restaurant."
- Emotional: Connecting with the customer on an emotional level by appealing to their wants or needs, such as "Our pizzas are the best in town."
- Unique: Differentiating yourself from your competitors by addressing any weaknesses or highlighting strengths, such as "We deliver free of charge" and "Our ingredients are fresh daily."
Unfortunately, most businesses struggle with messaging because they focus on what their product does rather than how it will make customers' lives better. The human brain is wired to notice what's new, unusual, or different.
Customers tend to remember stories more than facts, so if you can tell a story about how using your product changed someone else's life for the better, it will make them want to use it too! A customer's story is what makes a product or service unique and is the key to telling your brand's story in a way that resonates with customers.
When businesses highlight these aspects of their product in marketing materials instead of focusing on the customer and how they will benefit from using it, customers are more likely to take action because there is emotional appeal involved.
If you want your business messaging to connect with customers on an emotional level, make sure to clarify your message by using StoryBrand BrandScript.
Get Started With Your BrandScript
StoryBrand BrandScript is a proven process for transforming your leads into customers. This framework will guide you through the steps of developing a compelling brand story, which can be used to drive engagement and sales. One key component of this branding system is how it integrates with marketing strategies that result in increased conversions.
Here at ROI online, we’ll guide you through every step of the way in creating clearer, better marketing messages. Click on the button below to schedule a meeting with one of our StoryBrand Certified Guides.
Join The Next StoryBrand Workshop
So, have you attended a StoryBrand Workshop? If not, sign up for one today! The ROI Online team of experts are ready and waiting to partner with you. It’s an interactive, immersive, two-day workshop that will improve the way you convert leads into customers.
Discover the power of the story in engaging new prospects, tap into a marketing method that will upgrade the way you communicate your brand with your customers and within your team. All it takes is some time on your part.
Think about how many more sales you could get by implementing these tips into your marketing plan. What do you have to lose?
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