Ever spent way too much money designing a new website, only to find out that it’s low-converting and has a high bounce rate? Ouch… not the best way to start a new business! Many business owners pour thousands of dollars into hiring a designer for their new website or hiring a marketing team for their new email campaign…only to be left with no results and way less money than when they started. The question is, why does this happen?
Well, it happens because words are what really sells. The words that your potential customer reads and hears need to make them feel understood and make them want to buy from you. They need to be clear, consistent, and direct in order to get people to take action. There’s nothing worse than going on a website and having no idea what it’s selling or what you’re supposed to do to buy from them. This is where StoryBrand can help you out.
In this blog, I’m going to tell you five of the top StoryBrand marketing strategies that you can implement ASAP to double your revenue. If you’d like to learn more about how to grow and scale a profitable business, make sure to subscribe to our YouTube Channel where we post regular video content tailored to help business owners. Now, let’s get started!
1. Clarify Your Brand Messaging
First and foremost, you need to have a clear and consistent brand message. Brand messaging includes any copy that your brand uses – from your website to your email marketing to your product descriptions – your brand messaging needs to be clear and consistent. If your customer doesn’t know how your business can help them, they’re not going to give you the time of day.
All too often, I see business owners with amazing business ideas and lots of passion lose potential customers because the customer has no idea what the heck they’re selling. We try to be crafty and artistic and creative, only to end up leaving our customers confused and looking elsewhere for a solution to their problem. The truth is, your customers don’t care if you have tons of words on your websites or you only speak in alliterations and metaphors. They want to know how you’re going to help them, and that’s it.
That’s why StoryBrand emphasizes story-based messaging – messaging that clearly conveys how you help your customer solve a problem. As a StoryBrand Certified Guide, I have seen the power of story add millions of dollars to entrepreneurs like yourself. So, take advantage of story-based messaging and see how clear and consistent messaging that tells a story will transform your business.
2. Create a Clear Call to Action
One of the biggest mistakes people make is that they take all the time to write great copy, design amazing graphics, and build everything out…but they leave their customers with no idea of how to do business with them. What do I mean by that? People always fail to include calls to action. And when they do, they don’t include enough.
I get it – sometimes it feels intimidating to use really direct, action-oriented language like “Schedule a Call Now” or “Enroll Today.” So instead, businesses flock to using more passive language, like “Learn More” or “Make it Happen.” But here’s the thing – people do not move into mystery. You need to use a direct, action-oriented call to action, and you need to use it lots. Your customers will take action because they understand what they are doing in a way that is very clear to them. Phrases like “Shop now, Buy Now, Schedule a Call, and Enroll Today” are great examples of direct calls to action that actually work!
Let’s take it out of the business context for a second – if someone were to walk up to you at a bar and say “Wanna learn more?” you’d be confused, and maybe even a little creeped out. Instead, if they said “do you want to go on a date with me?” you would know exactly how to answer – yes or no. See how it works?
3. Position Yourself as the Guide, Not the Hero
I’m going to be honest with you. Your customer doesn’t care about who you are or your life story. They care about solving their own problems. And your products and services exist to solve problems. I know, I know, it’s harsh – but it’s true! If your website is talking more about you than it is about your customer, their problem, and how you’re going to solve it – you’re not going to convert leads into sales.
The StoryBrand way of thinking about this is through a hero and guide analogy. You aren’t the hero of this story, you’re the guide. Your customer is the hero of their own journey, and you are the guide who is going to lead them to solve their problem through your business solution. Your messaging should reflect your position as the guide, not the hero. To do this, you’ll want to sprinkle empathy and authority into your messaging so that your customer clearly understands why you’re the right person to guide them through their journey.
A quick litmus test to evaluate whether you’re positioning yourself as the hero or the guide is to take a look at your website and ask yourself, “How much am I using the words “I” and “we”? If you’re talking about yourself more than your customer, it’s time for a change.
4. Focus on Your Customer’s Problem
You probably could’ve guessed number four after hearing the first three, but it’s so important that I wanted to break it down a little more for you. You have to focus on your customer’s problem. If your customer isn’t reminded of the problem that they’re facing, the problem that’s inhibiting them from achieving a goal, making their dreams come true, or living the life they want, they’re going to forget why they ever came to your website and close the tab.
It’s your job to strategically tease out the problem, show them what’s at stake if they don’t solve their problem, show them what they can gain from solving their problem, and then, you guessed it, show them how to solve their problem.
5. Lay Out a Clear Plan
That brings us to the final StoryBrand strategy that will help you double that revenue – you need to show your customers how to solve their problems with a clear plan. Plans aren’t the same as calls to action, but they serve similar purposes. While calls to action tell your customer exactly what one action they need to take to start solving their problem, the plan tells them how easy it will be to use your products or services.
Here’s a three-step plan from one of our former clients, Meier Firm.
Personally, I love three-step plans, things like “enroll in the course, learn the secrets, watch your business grow,” or “choose a color, add to your cart, watch them smile when they get the perfect gift.” Your plan should only be three or four steps, anything shorter isn’t enough and anything longer is too confusing. Remember, we want to be clear and concise, not confusing and lengthy!
And there you have it! Five strategies that you can implement ASAP to watch your revenue grow.
What do you think about StoryBrand?
Which of these five strategies are you going to implement so that your business’ revenue starts to skyrocket?
Let me know in the comments below. Until next time!