If your business struggles to connect with customers, you’re not alone. Many businesses make the mistake of overcomplicating their messaging, leaving potential customers confused and disengaged. That’s where the StoryBrand Framework comes in—a marketing approach that helps you simplify your message so customers clearly understand how your product or service can solve the problem.
Ready to see the difference StoryBrand can make? Let’s break down the essential marketing checklist using this framework:
1. Create a One-Liner
The first step in the StoryBrand process is to craft a clear, concise one-liner that explains what your business does. This one-liner should be simple enough for anyone to understand, yet compelling enough to spark interest.
What is a one-liner? A one-liner is a short sentence that summarizes how your business solves a problem for your customers.
It follows a clear structure:
Problem: Identify the customer’s pain point.
Solution: Describe how your business solves that problem.
Success: Explain the positive outcome your customers will experience as a result of your product or service.
Example: Comprehensive Chiropractic Care that supports individual health and wellness needs.
Your one-liner becomes the foundation for all your marketing. Use it in your email signature, on your website, and even when networking. It’s your go-to elevator pitch.
2. Wireframe Your Landing Page
Once you have a clear one-liner, it’s time to design a landing page that makes it easy for potential customers to understand your offering—and take action.
Here are examples of what to include:
A clear header that explains what you do in simple terms.
A value proposition that describes how your product or service improves your customer’s life.
A call-to-action (CTA), like “Book Now” or “Schedule a Free Consultation.”
Your landing page should pass what StoryBrand calls “The Grunt Test.” A visitor should be able to understand your offering within 5 seconds of landing on the page—without scrolling.
3. Write a Lead Generator
A lead generator is a free resource that provides value to your potential customers in exchange for their email addresses. It positions you as an expert in your field and helps build trust.
Examples of lead generators:
"Sign Up For a Free Info Session"
“10 Tips to Help You Interview"
"Sign Up For $20 Off Your First Order"
Make sure your lead generator is relevant to your audience and gives them a quick win. This encourages them to take the next step in their customer journey.
4. Write an Email Campaign
Now that you’ve captured your customer’s email address with a lead generator, you need to nurture that relationship through a well-structured email campaign.
Your email campaign should:
Welcome new subscribers with a warm introduction.
Tell them a story that highlights how your business solves their problem.
Sell your product using a discount or incentive.
Include a clear, focused call-to-action that encourages them to take the next step, such as scheduling a consultation or making a purchase.
A StoryBrand email campaign is all about building trust and leading your customers toward a clear decision.
5. Write a Sales Letter
A compelling sales letter gives your potential customers all the information they need to make a purchase decision. It should be clear, engaging, and focused on solving the customer’s problem.
Your sales letter should include:
A clear problem statement that resonates with your audience.
A solution (your product or service) that meets their needs.
The benefits of choosing your business, showing how it will improve their life.
A strong call-to-action with easy steps to purchase.
Keep your sales letter simple. Avoid jargon and focus on how your product or service brings value to the customer.
Marketing doesn’t have to be complicated. By following the StoryBrand marketing checklist, you can simplify your messaging, build stronger connections with customers, and drive sales more effectively. Whether you're creating a landing page, writing an email campaign, or drafting a sales letter, this checklist ensures your marketing stays clear and customer-focused.
Need help implementing StoryBrand for your business? Work with a StoryBrand-certified marketing expert today! Book a free strategy call with Onawa at proofmarketing.com, and start clarifying your message to grow your business.