How Elphaba can help you rethink your brand story
Have you ever hung out with someone who couldn't stop talking about themselves?
Dreadful, right?
As a marketer, I see the same phenomenon with marketing materials, especially websites.
Most organizations are so wrapped up in selling themselves and how wonderful they are that they forget to connect with their audiences.
The result?
A website that doesn't convert to sales or donations.
Fortunately, this is easy to fix.
How?
Instead of positioning yourself as the hero of the story, try this:
Position your audience as the hero.
Why?
A hero is always facing a big problem.
Think of Elphaba...Harry Potter...the Karate Kid.
They all faced obstacles and needed help and guidance to reach their goals.
Similarly, your audience needs your help to resolve their struggle.
Want a website that drives sales or donations?
DO THIS:
1) Identify your audience. Be as specific as possible and define your ideal audience. This works exceptionally well if you can create a sketch of a real person who is already devoted to you, instead of an abstract idea.
2) Name their struggle. What is frustrating them? Why does this issue cause them pain or deep concern?
3) Step into the role of their guide. How can you help them? Why are you the answer to their prayers? What is unique about your offering?
4) Give them a plan. If they want to buy from you or donate to you, outline three simple steps to do so. For example: Schedule a call -> Launch your training -> Transform your career.
5) Call them to action. A call to action (CTA) spells out exactly what to do. Examples include: Buy Now, Give Today, or Register. Avoid wishy-washy CTAs like Learn More or Explore.
6) Help them avoid failure. What is the downside if they choose not to work with you? You don't need to go overboard here, but a careful point or two reminds them of the cost of inaction.
7) Help achieve success. How will their lives be better after experiencing your product or service?
Use these StoryBrand principles to reframe the way you approach your core audience and realize new opportunities, just like Elphaba.
This flexible framework can be adapted to businesses of any size, as well as nonprofits, universities, government agencies, and more!
If you need help installing the StoryBrand framework to your website or organization, I'm here to help!
Just shoot me a message at wendy@wendymaldonado.net.
