As a business owner, your website is often the first point of contact for potential customers. It's important to make a good impression and clearly communicate the value of your products or services. One effective way to do this is by using the Story Brand model, developed by marketing expert Donald Miller. And if you don't know us yet, just know we are BIG FANS of Story Brand and implement it in all of our marketing strategies - so simply put, it's a big deal!
So what's this Story Brand model?
The Story Brand model is based on the idea that all effective communication follows a simple story structure. In this structure, the hero (your customer) is facing a problem, and you, the guide, offer a solution. By using this framework on your website, you can create a clear and compelling message that resonates with your audience.
Here are some steps to implement the Story Brand model on your business website:
1. Identify the hero: Who is your target audience? What problem are they trying to solve? Make sure to focus on the customer's needs, rather than just listing your own products or services. For example, as a real estate agent, your hero might be a home buyer or seller who is feeling overwhelmed by the process of buying or selling a home.
2. Clearly state the problem: Help your audience understand the pain points they are experiencing and how your products or services can solve them. For example, you may be a personal trainer, your hero might be someone who is feeling out of shape and lacking motivation to exercise. You can clearly state the problem by highlighting the negative impact that a sedentary lifestyle can have on their health and well-being.
3. Introduce the solution: Explain how your products or services can help the hero overcome their problem. Be specific and use concrete examples to illustrate the value you offer. For us at Tustle, our intro to the solution is offering a complimentary consultation to help business owners reach and engage their target audience.
4. Offer a plan: Help the hero see the path to success by outlining the steps they need to take to solve their problem. For example, if you are a business lawyer, you might describe the process of drafting and reviewing contracts, or advising clients on compliance with regulations.
6. Emphasize the transformation: Show the hero what their life will be like after they use your products or services. How will they be better off? Are you giving back someone their time, peace of mind, higher quality of life, or help them reach their goals or dreams? Be sure to spell it out on your website!
As you can see, no matter what industry you are in, by following these steps, you can craft a website that effectively communicates the value of your business and helps you make meaningful connections with your audience. Stay tuned for more website best practices for business owners!
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