As a story-obsessed marketing expert, I give the impression to people that I’m super excited about StoryBrand. But one of the things I’ve noticed over the last month was that a lot of the people who need my help have already worked with StoryBrand and been left unsatisfied.
With that in mind, I decided to do some research to find out what the issues are with StoryBrand’s marketing techniques, and whether or not it makes sense for you to invest in them. I think my findings will surprise you. Let’s do this.
One of the biggest things that StoryBrand emphasizes in their promotional material is that the client or customer needs to be the hero of your brand’s story. They are so passionate about this that they remind the business owners that your offer isn’t as important as you think it is. And while I agree that you don’t want to start with your offer when you talk to a new potential client or customer, I feel like the root of the problem with hiring StoryBrand has to do with an overcorrection on their part.
Stories are extremely important. You already knew I was going to say that. But for businesses, the offers are still also important. And while you don’t want to start with them, you also don’t want to leave them out completely.
There is a deep need in some business people to be liked instead of valued, and I believe that is the problem that StoryBrand has run into. It’s much easier to serve people by writing a story for them that isn’t connected to an offer, which feels safer.
But you need to know that as a business, if you can’t take any piece of your brand messaging and point people to a way to hire you where they spend money, it doesn’t make sense.
So, does StoryBrand live up to the hype?
If it can’t make money, it doesn’t make sense!
A lot of people think you come up with the story first and then the offer, but it’s actually the other way around.
That is why I keep chatting with people who say, “I’ve been using a StoryBrand writer, and even though the stories are amazing, I’m not getting the results I want by using them.”
It isn’t enough to be a great storyteller. You need to be a storyteller that can use the amazing, magical formulas that stories can create, and be able to connect your story listener to the offers. If you don’t have a way for them to give you money, and it isn’t directly connected to the story you’re telling, you’ve wasted everyone’s time. Your time and their time.
As many of you know, I come from the world of fiction writing and book services. I know how to take a real, personal emotion, and turn it into a fictional moment that creates a sense of connection in the reader. That’s one of the reasons why I’m so good at copywriting. Because I use this powerful tool from the world of fiction and help my clients use it to create emotional mirroring between them and the person who needs their paid help. Notice I said it’s paid help, not free help. Otherwise, you have a hobby, not a business.
In the stories you use to communicate about your business, you need to choose one that mirrors the emotions your potential clients/customers are having right now as they struggle to find a solution. Then your story needs to help them understand that you found a solution to their problem, and it was precicely that feeling that encouraged you to do so.
It’s not enough to have a compelling story. The story has to have a purpose. Just like it’s not enough to show up and talk about your business. Your stories should be building awareness in your audience. You want them to be problem-aware, solution-aware, and you-aware. And when they are all three, the only thing left for you to do is make them an offer. Don’t be afraid. And don’t pay StoryBrand thousands of dollars to write you an amazing story that points to nothing. Just one business marketing expert and writerly person’s opinion.
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