Maybe you have heard of it, maybe you have heard me mention it, or maybe you have no idea what I am talking about right now. And that’s okay! We have had prospective clients ask what is StoryBrand and why is it important to me? So, we thought if one person wanted to understand the value of StoryBrand, others may as well. Either way, using this framework will help you create great content for all your marketing.
What is StoryBrand and Why is it Necessary?
Let’s take a moment to understand what it is, then we will jump into how it can help your therapy practice to grow.
Quite simply, StoryBrand is a proven framework that has helped thousands of businesses simplify their brand message and marketing. When the message is clear – you connect faster and engage more, helping more people and bringing growth to your practice.
Implementing the StoryBrand framework is beneficial in ALL your marketing efforts, but especially on your website.
StoryBrand keeps your client’s attention and engages with them by using the power of story. Now you might be saying, “Huh? How would using story help my website and business?” Well, because story has been around since humans populated the earth. It was a way to pass down history, educate, and entertain. From our earliest memories, stories have entranced us, but just as important, it has helped us diffuse complex information into simple, understandable concepts. When used in your marketing, story can intrigue and inform your audience.
Now, you might be wondering how exactly would I even use story in my marketing? Glad you asked. This article will focus on your website.
Problem
The StoryBrand formula begins with a character (your client) who has a problem. Stating that problem in the easiest-to-understand terms is critical to ensure your potential clients do not miss out on it. Next, lean into the pain it causes by discussing how it affects their life. Two essential ideas to note when talking about your client’s problem. One is to make sure you only focus on one central theme. And two, don’t become too negative. A light dusting of someone’s pain point is adequate to get their attention. By discussing a client’s problem, they are able to identify that they are in the right place. Finally, a note for mental health professionals, be considerate in your wording when it is addressed to at-risk individuals.
Solution
The next step for that person is to meet a guide (your business) who offers a solution. Of course, the solution needs to fix the problem. Many companies can make this promise, but not all businesses, especially in the medical field, can unequivocally promise to solve their problem. If you can’t solve their problem, then make sure you are clear on how you improve their problem.
Result
The last step in the StoryBrand process is to paint a picture of what life looks like after receiving help. Again, be careful to not overpromise. For example, if you are working with someone with severe arthritis, be careful not to promise that they will be able to compete in a marathon after working with your practice.
If you follow the StoryBrand framework, your clients will understand exactly what you do, how it will help them, and what life can look like afterward.
How to Position Yourself as a Guide
Many businesses make the mistake of talking about themselves, their education, how long they have been open, etc., etc. The truth is people only care about your business as it relates to helping them solve their problems and improve their lives. Rather than talking about yourself, become their guide in helping to solve their issue. You do this in two ways.
The first is to offer empathy and compassion. Using statements like, “We understand that…” or “It doesn’t have to be that way…” Both of these make you relatable to your prospect and show you care.
The second is to provide authority and show them you are an expert in the field. This is where you can tell them about your education, experience, etc., but make sure you do it in a way that addresses their problem. Again, it is about them, not you.
Below are two examples, you decide which one resonates more with you.
Example one:
In 2017, I received my Master’s degree in Social Work at Baylor University. I worked at Sunnyside Counseling for five years.
Example two:
My passion for helping couples have healthy, strong marriages led me to receive my Master’s degree in Social Work and work with couples at Sunnyside Counseling.
The Plan
This portion of the framework offers a plan of action. At this point, prospects are most likely interested in your services. So, give them some easy steps to follow to start working together.
People love following steps! It is ingrained in our nature to do steps 1, 2, and 3 to get X results. Whether contacting your business or making a peanut butter and jelly sandwich, creating easy-to-understand steps will increase the likelihood of someone following through.
Your clients are prepared to listen to what you say as you offer them the action plan. Represent it in brief pointers like step 1, step 2, and so on, as it will be easier for the visitors to read. In our fast-paced world, pattern attracts more attention.
Your plan should only include three to four steps. More than that, makes your efforts convoluted and less likely to be followed. Step one usually begins with your call to action. Then step two is a high-level view of what working together would look like. And lastly, step three is the positive output of working together.
For example, a Speech-Language Pathologist could say:
- Schedule an evaluation
- Attend speech therapy weekly.
- Communicated clearly.
This is not the ultimate and the only process to follow, so you can definitely implement a few variations to the framework if you want to.
Call to Action
A call to action entreats prospects to perform a specific action. The most common call to action is a button. Make sure your call to action is clear and that it is not a passive action like “learn more.”
Final words
If you are new to the StoryBrand framework, it can seem overwhelming. But once you understand the basic principles, you will be able to clearly communicate your brand’s message and services to your target audience. Crafting the perfect story for your brand.
To learn more about StoryBrand, check out our recommended free resources. This includes links to the Building a StoryBrand book and the Marketing Made Simple podcast.
Don’t have the time or desire? Heather at Therapy Marketing Solutions can help you with your brand’s messaging and marketing. Schedule a Discovery Call today!