No matter what your day-to-day work is, part of your business is to attract – and convert – eyeballs into clients.
No matter what your day-to-day work is, part of your business is to attract – and convert – eyeballs into clients.
Today’s consumers are savvy, busy and, more importantly, bombarded with marketing messages. To get any traction you need to cut through the noise and get your message across quickly.
But what you do is complicated, multilayered and difficult to explain. Your company does many things, and your target audience is across generations and economic cohorts. This leads to multiple client “funnels” and convoluted, busy web pages.
That’s all just adding to the noise.
Your job is to make people’s lives easier, or better, or both. Brands that add to the confusion are falling at the first hurdle. If only there was a concrete formula to help develop a simple and effective message. Something that explains what you do, how it helps clients, and why they should trust you. Something does all that fast enough to cut through the noise. You know what I’m going to say don’t you?
There is such a formula. It can help you develop messaging that does all that by leveraging story telling. I know, I know, it sounds like wishy-washy, arty-farty, marketing bullshit.
But it really isn’t. In fact it’s what we’ve been using in our workshops for years. We’re not called PLOTT for nothin’.
Because stories are the best method ever invented for sharing information. We are all instinctively able to follow complicated plots because of the way stories work. Most of the best loved, best known stories ever written all follow the formula.
And when your brand is expressed in this way your customers will instinctively understand your business. Even though what you do is complicated. Because the story simplifies things.
“It’s not the best product or service that wins. The winner is the one with the clearest message.”
So let’s look at the story formula – also called the hero’s journey. In this article I’ll refer to it as the Brand Story, because that’s what we’re doing here.
A HERO wants or desires something. But a VILLIAN stands in their way, causing problems. When it seems impossible to overcome the hero meets a GUIDE who gives them a PLAN and CALLS THEM TO ACTION. This helps the hero avoid FAILURE and leads them to SUCCESS.
That’s it. I told you it was simple. If you don’t immediately see how the formula works in stories, try filling in the HERO, VILLAIN, GUIDE, etc with characters and actions from your favourite story.
LUKE SKYWALKER wants leave Tatooine and join the Rebellion. But DARTH VADER stands in his way, causing problems. When it seems impossible to overcome, Luke meets OBI WAN KENOBI who says he’ll teach Luke the WAYS OF THE FORCE and books passage on the MILLENNIUM FALCON. This helps Luke JOIN THE REBELLION and leads him to DESTROY THE DEATH STAR.
HARRY wants to learn what happened to his parents. But LORD VOLDEMORT stands in his way, causing problems. When it seems impossible to overcome, Harry meets HAGRID who says Harry can learn how to be a WIZARD if he goes to HOGWARTS. This helps Harry SURVIVE his encounter with Voldemort and leads him to SAVE THE DAY.
It really really works for most stories. And it’ll really work for your brand. But enough of me trying to sell you on Brand Story. Let’s get to the nitty gritty, so you can see for yourself how it will work for your brand.
Remember, this is no simple list of tips, tricks, or “hacks”. This is a tried and true method that many businesses have successfully implemented improve engagement and generate business. So the following 7 steps aren’t 7 separate things you can do. It’s a step-by-step process, culminating in your brand story. You’ll need to do each of these, in order.
“I’m Luke Skywalker. I’m here to rescue you.”
OK, first things first. You’re not the hero. Sorry. This is something that many businesses get wrong. They’re too busy selling their processes and expertise. Selling themselves. Essentially they’re putting themselves at the heart of the story. Pitching themselves as the hero.
But from your client’s point of view, they’re the main character. They’re the HERO of their own story.
You may have worked on client personas before, if so that’s good. But you need to know two things at this point.
Discover what your hero desires. What problem do you solve for them?
PLOTT Example.
Our HEROES are typically established businesses who’ve outgrown their original brand and website. That’s who they are. Some of them are embarrassed by their old branding and website. It happens. So, what do they want?A brand and website to be proud of.
“When I left you I was but the learner, now I am the master.”
All the great stories have a great VILLAIN. Typically they represent an external threat to HEROES. In the Brand Story formula we can consider the VILLAIN as the problem faced by your clients.
We want to show your clients that you know about, and empathise, with their problem. Then clients will see you as a brand that ‘gets’ them. It’s a good step toward building trust.
But here’s a mistake made by many brands. They market solutions to external problems. But people buy solutions to their internal problems.
An external problem is often a lack of something – a product or service. Whether that’s “good quality financial advice”, or a “vacuum cleaner”, the lack itself is a problem.
But “we sell vacuum cleaners” only solves the lack problem. What is the client feeling? That they want a spotlessly clean house with minimal effort. That’s why adverts for vacuum cleaners don’t show the user halfway up the stairs looking sweaty and dishevelled and depressed. They show a happy and relaxed person admiring their fresh clean home.
And that’s the internal problem solved.
PLOTT Example.
The VILLAIN for our clients is a brand that isn’t good enough. There are many reasons why this might be so: it’s out of date and tired, no longer aligned with what your company stands for today, or it was done on the cheap and was always sub par. That’s the external problem. The internal problem could be expressed like this.
I worry that my sub par brand is holding back my business.
“Obi-Wan. Now that’s a name I’ve not heard for a long time.”
Good news! You enter the story (at last). You see, your role in the Brand Story isn’t to swoop in like Superman and save the day. That’s the HERO’S job. You represent wisdom and guidance. You’re Jonathan Kent, Alfred Pennyworth, Obi-Wan Kenobi.
You’re here to guide and help them achieve their goals.
You do this in two ways. First show understanding and empathy for your clients. They have problems, and we’ll show we know their pain.
Secondly, demonstrate knowledge and competence. Pretty straightforward this one, accreditations, qualifications, awards and the like. This is the ideal place for social proof too – case studies, testimonials, and reviews.
PLOTT Example.
We’re Brand Guardians for our clients. It’s a highfalutin phrase, but what it really means is that we’ll help them stay consistent. It’s our role to guide clients on how to use their brand toolkit.A beautifully balanced team of creatives, techies, thinkers and Plotters
“You’ll need to learn the ways of the Force, if you’re to come with me to Alderaan.”
Nitty-gritty time. This is what the guide really does. Rocky’s not going to win without his coach, Mickey. Marty McFly isn’t getting back to the future without Doc.
And for your client to get from where they are, to where they wish to be – well, they need you. So let’s show them the plan.
But keep it simple at this stage. Three or four steps is fine.
PLOTT Example.
Keeping it simple is key. We could list all the things we do: brand workshop; brand positioning, strapline, values; creating the visual brand; website design, development, testing, copywriting … it’s not an exhaustive list but still I’m exhausted. Can you remember all of that? Me neither. Keep it simple.1. Discovery Workshop | 2. Brand Creative | 3. Website Development | 4. Brand toolkit & ongoing support
“This is your father’s lightsaber. He wanted you to have it.”
In story terms this is the ‘inciting incident’ from which the rest of the story naturally follows. For our purposes it’s our opportunity to let our clients know what they need to do. We’ve shown that we understand their problem, and that we have the knowledge they need, and a plan to lead them to success. But, they must answer the call.
In a nutshell, “If you don’t ask people for money, they won’t give you any money.”
So let us ask. Not for money, but for them to take the first step. Tell them what to do, and what will happen when they do it. Make it clear and simple.
PLOTT Example.
Ours is friendly and simple. All we want from you at this point is a ‘hello’.Let’s get the ball rolling!
Do you have a project in mind? We can create something amazing together.
Button: “Say hello”
“Obi-Wan never told you what happened to your father.”
A story without stakes is unlikely to maintain an audience’s attention. A ticking clock, or a burning fuse – and we all know what happens if the HERO doesn’t defuse the bomb in time.
So I think it’s fair to point out what failure looks like. Failure to take action. Failure, in the end, to ask for your services. But don’t overdo it. Softly is the way. We’re not fear mongering – we’re simply pointing out that there is a cost to inaction.
PLOTT Example.
We could simply use a statistic here. It does two things for us. First it suggests that our websites will make a good impression. Secondly, it could cost you business if your website fails to do so.“Web designs have just 0.05 seconds to make a good first impression”
SEMrush
“You’re all clear kid, now let’s blow this thing and go home!”
Remember the happy and relaxed person admiring their fresh clean home? She knows what success looks like. Do you still want to buy a vacuum cleaner?
Seriously though, that’s an important point. You want to show potential clients what their lives will look like once they’ve followed your plan. Social proof can help here too – genuine case studies (client’s stories) are a powerful way to show how it’s worked for others.
Use images too, shots of people enjoying what they’ve gained from success: happiness, freedom, confidence, peace of mind, clean carpets … whatever it may be.
Images tell a 1000 words after all, so it’s important to get this right. The gold standard is genuine photography (and video). But well-chosen, high-quality stock photos can work brilliantly.
PLOTT Example.
I’m going to shut up for a couple of minutes. Instead, here’s Dom from Becketts, talking about us.
Once you’ve done all these exercises there’s still the small matter of figuring out how to use it all. There’s no point shying away from it – you would benefit from professional help. That’s not to say you can’t do it yourself, or indeed, that you shouldn’t. However, following the formula only gets us so far. We’ve yet to use the output to create content.
You will find that thinking about Brand Story is helpful when you’re planning or writing marketing materials. Whether it’s how you communicate on social media, email campaigns, printed brochures, or your website. Whatever and wherever you’re writing, the clarity that comes from thinking – and pitching yourself – this way is sure to improve understanding in your readers.
In summary: your clients are the heroes of their own stories – don’t compete with their heroism. Demonstrate your understanding of their problems, empathise with them. Show your qualifications, and explain your plan. Point out the cost of failure. Show them what success looks like.
Want an example? Sure, here’s Becketts Connect. It’s a nice example of pitching to the client as the hero, and understanding their worries and issues. There’s a nice quote from one of the Becketts team and a strong, clear call to action.
I was going to include a section of top-tips but – and I’m sure you’ll agree – I think this post is long enough already. If you’ve made it this far I want to thank you. And if you agree this post is long enough it’s probably because you’re a busy person.
I know you’re busy, all our clients have that in common. So I’ve decided to split this post into two parts – this is the introduction to Brand Story. In Part 2 we’ll look at some top-tips to develop your story, and some tools and “tricks” to help.
So, for now I’ll leave you with two simple top-tips.
If you’re raring to go (and why wouldn’t you be?) you will find our Workshop Brand Booklet super helpful to get you started. It covers much of the framework and includes some exercises along the way. Or, if you’re thinking, “ain’t nobody got time for that”, then get in touch for a chat about how we can help with your brand story.
Either way, drop us a line – or for a chat, use our online booking tool – and get the ball rolling.
