Everyone loves a good story. Stories are powerful. Every memorable story is built on a simple framework: A hero has a problem, meets a guide who gives them a plan and calls them to action. Failure would be devastating but the hero is guided to success. 

That's the plotline of some of the epic stories that have gripped culture for years. What is remarkable is that we can take those principles and the story framework and apply them to marketing. Don Miller, author of "Building a StoryBrand” states, "Story is the most powerful tool in the world to captivate the human brain. When you learn to use story in your brand's communication, your customers will finally pay attention to what you're saying." 

What is StoryBrand messaging?

· A framework to clarify your message

· A framework that has been getting and keeping people's attention for

thousands of years

· A powerful formula to get attention for your products, your services,

or yourself

It is important to understand that you are not telling your story but inviting customers into a story.  The brand is not the hero.  The customer is

the hero. That is the only way to engage them. The brand’s role is to guide them successfully through their challenges.

If you use the StoryBrand Framework, you should answer the following questions in your messaging: 

1.     What do you do?

2.     How does your school make the family’s lives better? 

3.     Why should they send their precious children to your school instead of another school?

Why is the StoryBrand framework so effective?

Every human being wants to be invited into a story.  They want you to offer them a vision of a better life, help them

overcome challenges, act as their guide and take them to a climactic scene in which their story ends happily.  That is why the StoryBrand framework is

so powerful.  It allows your Organization to:

• Capture your customer’s attention - The best storytellers all know that in this noisy world, attention is key! People have short attention spans and want to know what’s in it for them.
• Know and connect with your ideal client - Don’t make the mistake of making a lot of noise but missing an opportunity to truly connect with your ideal client.
• Get clear on the problem you solve - When you can get clear on how you solve problems, you can be sure that people will listen.

The Customer is the Hero, not your Brand

The idea behind StoryBrand marketing is this:  Your parents don’t really care much about what you do - about your company or your history. Telling them a story about you is both ineffective and a waste of their time.  Your story is deeply personal to you, but to others you're just another school, that is going to cost them money to send their children.  Your parents are primarily looking solution for their problem or concerns.  If you show up as the trustworthy Guide, who has a plan to help them solve their problems, and help them along their path to success, now that’s interesting!  Now they care about you and about what you can do to help their children.



Start Messaging Your Content By Answering This Question

Q: Take a look at the homepage of your website- is it about you or the customer? 

A: Your marketing should invite your parents into a story and position you as the guide who will

help them to succeed so they feel like a winner, an overcomer, or a hero.