“The market is so saturated!” You tell yourself as the real work begins.

Starting a small business venture online is scary. And no amount of preparation and research will subside the fear and anxiety.

After all, potential customers are constantly bombarded for their attention and it’s hard for businesses of all sizes to get it. But, you can always find an excellent example of someone just like you who built a successful business from the ground up amongst those same giants and against full-time social media content creators.

You could be next. You have a good story. And you… are a problem-solver.

The major focus of every marketing strategy is to effectively communicate a clear message that will resonate with a specific audience. One of the most popular and widely acclaimed ways to craft your perfect marketing message is with the StoryBrand BrandScript Framework by Don Miller.

This proven roadmap leverages the power of storytelling by focusing on the customer as the hero of the story, not your product. This method of brand storytelling allows businesses to connect with their target audience on a deeper level.

As a small business owner, this is going to be your greatest asset to engage with prospective customers authentically. Because authenticity is the highest vibration that will attract the right customer base!

But before we get into the finer details. Let’s go into the history of StoryBrand BrandScript.

This post may contain affiliate links. We will receive a commission if you make a purchase through our affiliate link at no extra cost to you. Please read our disclaimer policy for more information.

Who is Donald Miller?

Donald Miller is a New York Times bestselling author of Blue Like Jazz, a memoir that established him as a prominent voice in contemporary Christian literature. With his writing background, Miller founded StoryBrand BrandScript to help businesses clarify their messages through a storytelling and narrative structure.

People are hardwired to viscerally respond to stories because we crave connection! Socialization and community-building were key to our survival throughout human history. Don Miller believed businesses could create compelling stories in their marketing to forge stronger connections with customers.

The success of the StoryBrand BrandScript Framework speaks for itself!

The StoryBrand BrandScript Framework

Who is the Character?

Every great story has a main character. And according to Miller, it’s always the customer.

That’s right, the hero of the story is not the product or service your business offers. It’s not even something the customer wants.

Your customers have their own passions, struggles, and dreams. When you center your messaging around seeing them, acknowledging them, and understanding them, then, and only then, you can build the foundations for strong emotional connections and brand loyalty with engaged customers.

We’re all on a journey and it’s not meant to be done alone. We humans have evolved to be social by connecting emotionally and building relationships because it’s what kept us alive!

Something as simple as saying, “You know when it’s Tuesday but you spent the whole day thinking it was Wednesday? How awful is that?”

The other person may go, “Oh my gosh, I know! Isn’t that the worst?”

Acknowledging this shared human experience is potentially the beginning of a strong relationship. Maybe you’ve even gotten to like someone that you previously didn’t a little bit more after an interaction like this?

We like to see ourselves in each other. It’s why making your customer the hero of your brand’s messaging is so powerful. They see themselves on this journey because they are on a journey. We all are. And we all want someone to be there and say, “You’re not alone.”

Think of the iconic movie Home Alone (1991). Even if you did accidentally leave your eleven-year-old home on your way to Paris, would he really be able to booby-trap the hell out of your house the way Kevin did? Against the world’s dumbest and pettiest burglars?

I’d hope not! But, what makes this movie such a Christmas classic is the motif of family. At the beginning of the movie, when Kevin and his mom were arguing and wanted to be out of each other’s lives, then they got what they wanted and started missing each other and regretted the things they said… that’s what pulled at our heartstrings because we’ve been there ourselves.

We were the McCalisters and were happy when they forgave each other because we either felt that joy or wished we did.

This leads me to the main purpose of making your customer the hero of the story: identify the customer’s desired end result.

And you can only really do that when someone whom your customer sees as themselves is at the center of your story. The main character becomes the aspirational identity of your customer and they think to themselves, “I want that to be me. That is me!”

What is the Problem?

Everyone has problems. According to Miller, you need to capture your customer’s attention with a strong hook that positions your brand as the solution to their needs.

A great first step is to identify and address the customer’s pain point — singular. Do not market your product as the one that will solve all their problems because it won’t and it can’t!

Could you imagine what your website copy would look like? The video script would be a mess! And the customer will be left confused.

So, how do you create a clear brand message?

Always remember that one problem can create more problems. If you treat the symptoms, the ailment will persist, but if you treat the ailment, no more symptoms.

For example, as a practitioner of Japanese jiu-jitsu and judo, I had an ache in my left knee. It’s not uncommon to feel like crap all the time when it comes to body aches, so I brushed it off as a part of the game.

That ache progressively turned into a chronic stabbing pain and my left knee then began to hurt like hell even when I wasn’t doing anything! So, I finally went to physical therapy (PT). And after doing a series of tests, my doctors told me that my left gluteus medius was underdeveloped.

I was diagnosed with a weak ass cheek.

And let me tell you, I can squat more than my own weight. And my right side was perfectly fine… The audacity.

Anyway, I completed my 8 PT sessions, changed up my lifting routine, and picked up striking, which involves a lot of lower body work and — Ba-da-bing. Ba-da-boom. No more knee pain!

Similarly, your ideal customers have a problem that’s creating more problems in their lives. You must understand what is stopping your customer from achieving their aspirations and desires. Later, you can then effectively position your brand as a simple solution that will help them overcome their biggest challenge and get their desired end result.

According to Miller, there are three types of problems your product can solve and, subsequently, three ways to position your product as the best product solution to their needs.

Let’s explore the three types of problems outlined in the StoryBrand BrandScript Framework and the best ways you can position your brand to potential clients.

What is an External Problem?

An external problem is visible and can be solved in a straightforward manner. The customer is hungry and you sell food.

English 101 mandates that every good story points out the obvious and never assume the reader knows what you’re talking about.

So, you have to call out and address the external problem and show how your customer’s immediate need can be directly solved as a result of the practical value of your brand’s hero product in your promotional videos.

Solving an external problem is a baseline requirement. It is also important to note that mean you’re not special.

A shoe salesman can’t fulfill the need of hunger, yes. But how else can you stand out against other brands that also sell food?

Let’s look at the next section:

What is an Internal Problem?

An internal problem has underlying emotions attached to an external one and is hidden. As a result, internal problems are more complex to address.

To jump off the food example, let’s say your ideal customer is a foreign national from Italy in New York City (NYC) who misses his hometown, Naples.

Sure, other restaurants sell food and he’s hungry. But, more importantly, our hero is homesick and has been craving his Nonna’s Sunday sauce for months. There’s a comfort he’s missing, meaning he is uncomfortable right now.

You’re telling your customer that you see their internal struggle.

This can help your brand center its message on a deep emotional level that resonates with your customers more effectively, standing out from the competition.

But, that’s also not enough!

What is a Philosophical Problem?

A philosophical problem is a broad and existential question or belief that your customer holds deeply. Addressing this type of problem is the best way to showcase alignment with your customers so they can resonate with your message.

For example, fresh, local produce is abundant in Naples due to its rich volcanic soil. While our exemplary NYC expat from Naples misses his Nonna’s home cooking, perhaps she instilled a strong value against flying in produce internationally.

Our hero is not going to a place that imports food all the way from Naples because his Nonna instilled in him the importance of freshness that only fresh, local produce offers. Basil from the Jersey farm outside the City is far superior to the basil flown in from Naples when you’re in New York, period.

So, you market your Napoli Sunday sauce as made with local farmers in New Jersey just over the Hudson River, aligning your brand’s values of fresh, local produce with his.

In conclusion, addressing the customer’s problem from three different angles not only captures their attention but also establishes credibility and trust in you, the brand.

How to be a Guide

According to the StoryBrand BrandScript Framework, a guide emphasizes your brand’s position as a trusted advisor to help customers navigate their journey.

Remember, you are not the star of the show. The happy ending is not about the customer buying your product and how awesome they are for being a customer of your wonderful brand.

The role of a guide is to demonstrate empathy, authority, and a genuine desire to help customers achieve their goals by solving their problems.

You want your customer to think, “If you can get me there, tell me more!” in your own BrandScript for all your marketing materials, like content marketing, commercial scripts, sales scripts, explainer videos, and more.

It takes 7 interactions before a lead converts because the hero needs to be convinced that the guide understands their needs. It’s the only way they can trust that you will offer relevant solutions.

Building trust is the most important thing between the hero and their guide.

In Karate Kid (1984), our hero Daniel is frustrated with Mr. Miyagi for making him do chores instead of teaching him karate. Daniel wanted to defeat Johnny from Cobra Kai as soon as possible and believed Mr. Miyagi was wasting his time.

Mr. Miyagi saw Daniel’s impatience and growing anger. Then, he offered a solution by finally showing Daniel how the movements in completing the chores were directly implemented in karate.

Daniel then trusted and followed Mr. Miyagi’s plan because Daniel finally saw Mr. Miyagi’s expertise, but only after Mr. Miyagi acknowledged his frustration.

Only after you establish the trust can the customer be open to hearing and more likely to follow the clear plan you’ve outlined for them to follow with your support.

Remember: Mr. Miyagi couldn’t fight Johnny for Daniel forever. Daniel had to grow and do it himself, but he had to do it with his guide’s help.

Leading us to the next step:

What is a Plan?

A plan leads the customer toward their desired outcome with clear direction. Your plan has to have simple steps that are easy to follow and implement because complexity can cause confusion and uncertainty.

I recommend outlining a 3, 5, or 7-step plan because odd numbers feel more intentional according to Never Split the Difference author Chris Voss. And it’s easier for our brains to recall and visualize, which is the most important thing when it comes to manifesting your dreams!

Your customer has to visualize the progress that will happen with every action they take as outlined by this plan. And they’ll be motivated to act and look to you for encouragement to go after their desired outcome despite the potential challenges because you’ve proven yourself to be a trustworthy guide.

This is where you set up your call-to-actions (CTAs) in the next step.

What is a Call-to-Action?

A call-to-action (CTA) is a specific instruction that encourages and inspires the customer to take the first step in following your plan. Think of the CTA as the moment the hero and the guide shake hands to go on the adventure to save the princess.

Direct CTAs are a great way to qualify leads and narrow down who your ideal customer is.

Signing up for a newsletter, downloading a free resource, or contacting the brand for more information are direct CTAs that prove you’ve found your target market. A healthy conversion rate will be 1-5% at each stage.

So, if you have a reel with one million views, ten thousand will go to your website. Then, 100 will sign up for your newsletter. And finally, 10 will purchase your product or service.

In all great stories, the hero has to answer the direct call. But, can you convince your hero to take the clear call to action?

Not sure? Keep reading!

What does Success look like?

You need to tell your customer the positive outcomes of taking your online course, for example. When you can paint a vivid picture of your customer’s life without their pain point, you can evoke powerful emotions that create excitement and anticipation.

This is why it’s so important to understand your customer’s problems through good market research! You’ll never hype anyone up with a vision they don’t care to materialize.

Highlighting testimonials of customers who purchased your product or service is an effective way to build your credibility and prove that their stories can be the customer’s story as well. You’ll show that this isn’t your first time helping others with their biggest challenges.

The good news is that even if your business is new and you don’t have testimonials yet, you can still utilize your own story to show that you’ve been where the customer was and achieved what they’re looking to achieve.

Ultimately, people want to stop dreaming of the future because the dream is to live it, which brings me to my next point…

What does Failure mean?

Failure is a powerful motivator to get someone to take the first step, maybe more so than success is! You’ll need to clearly articulate what may happen if the customer does not answer the CTA.

The human brain is conditioned to respond to negativity more so than positivity. And yes, positive emotions are better motivators for long-term success!

But, in the short term, the discomfort of staying the same and the fear of missing out on a better future will get someone to do something about it, especially when they feel like they have the answer right in front of them.

A “Limited Time Offer” or “Don’t Miss Out” can create a sense of urgency and excitement as well.

Think of this as the guide warning the hero about what happens if they don’t take the first part of their destined journey.

Some small business owners may feel slimy when they have to do this. But, only customers who have the problem you’ve set out to solve will answer. Not everyone is the hero in your story but the hero is always your customer.

Think about it: I don’t have a lawn, so I’m never going to act on a CTA for a lawn mowing service, no matter how amazing their work is.

Also remember that even your ideal customers need to interact with your brand at least seven times before acting on a CTA , so don’t let up on your marketing efforts! They will answer the call at the right time for them!

A good guide will be there when they’re ready.

What is the Resolution?

The final step of the StoryBrand Framework is for the brand to present itself as the solution to the customer’s problem.

This is where you connect the dots on how the brand’s product or service solves the ideal customer’s problem and gets the hero to the positive outcome while avoiding the negative one.

Testimonials and competitor comparisons are great tools to leverage and build confidence in your expertise. You can also offer some assurance by offering returns or money-back guarantees. This also showcases that you are confident in what you offer!

Conclusion of the StoryBrand BrandScript Framework

Customers are bombarded with messages from countless companies vying for their attention, making today’s market uber-competitive. The StoryBrand BrandScript Framework offers small business owners a powerful toolkit to clarify and simplify their brand message, engage with their audience, and drive meaningful action.

You can build trust, credibility, and loyalty with your audience by positioning your brand as the guide or mentor who can help customers overcome their challenges and achieve their goals. By understanding their needs, addressing their pain points, and providing a clear path forward, you can create a brand message that resonates with customers and drives meaningful engagement and action.

Whether you’re a cookie business, an e-commerce startup, or any other type of small business, the principles of the StoryBrand BrandScript Framework can help you clarify your message, connect with your audience, and achieve greater success in your marketing efforts.