storytelling-storybrand

StoryBrand 框架

掌握 Donald Miller 在《Building a StoryBrand》（2017 年）中提出的 7 部分 StoryBrand 框架。厘清你的信息，让客户真正愿意倾听。

何时使用此技能

• 创建或优化网站文案
• 撰写品牌叙事和营销文案
• 编写销售话术和推介稿
• 理清令人困惑的产品定位
• 创作营销短句
• 重新设计主页和着陆页
• 培训团队统一传达信息

方法论基础

来源：Donald Miller - 《Building a StoryBrand》（2017 年）

核心原则：

• “我们认为自己向客户传达的信息，与客户实际听到的信息，是两回事。”
• “人们不会购买最好的产品，而会购买他们能最快理解的产品。”
• “客户才是英雄，而不是你的品牌。”

两个致命错误：

1. 关注品牌本身，而不是关注你如何帮助客户渡过难关、蓬勃发展
2. 信息过于复杂，人们无法快速理解

故事为何有效：故事是组织信息的最有力工具。人类大脑天生擅长理解叙事。StoryBrand 运用故事结构，让营销信息清晰而有说服力。

Claude 负责什么，你来决定什么

Claude 负责	你来决定
规划视频工作流	最终创意愿景
提供镜头构图建议	设备选择
创建故事板模板	品牌美学
生成脚本框架	最终审批
确定技术要求	预算分配

此技能的功能

1. 应用 SB7 框架 - 用于营销的 7 部分故事结构
2. 创建 BrandScript - 填写完整的故事模板
3. 撰写短句 - 简洁的电梯推介词
4. 重新设计网站 - 以故事为主线的网站文案
5. 构建销售话术 - 基于叙事的销售方法

使用方法

创建 BrandScript

Help me create a StoryBrand BrandScript for:
Business: [description]
Customer: [who they serve]
Problem: [what customers struggle with]

撰写短句

Write a StoryBrand one-liner for:
Business: [description]
Main problem solved: [problem]
Result delivered: [outcome]

重新设计网站文案

Apply StoryBrand to my website messaging:
Current headline: [what it says now]
What we do: [description]
Who we help: [customer]
How we help: [solution]

构建销售话术

Create a StoryBrand sales script for:
Product: [description]
Customer problem: [pain]
Our solution: [how we help]

说明

应用 StoryBrand 时，请系统地梳理以下 7 个情节点：

SB7 框架

## THE STORY FORMULA

A **CHARACTER** (who wants something)
has a **PROBLEM** (that they're struggling with)
and meets a **GUIDE** (who understands them)
who gives them a **PLAN** (clear steps to follow)
and **CALLS THEM TO ACTION** (challenges them to act)
that helps them **AVOID FAILURE** (shows the stakes)
and ends in **SUCCESS** (achieves transformation)

---

## 1. THE CHARACTER (Your Customer)

**Key Principle**: Your customer is the HERO of the story, NOT your brand.

**Fatal Mistake**: Most brands position themselves as the hero. ("We are the leading provider of..." "Our award-winning solution..." "Founded in 1985...")

**The Fix**: Define who your customer is and what they want.

**Questions to Answer**:
- Who is the hero of this story?
- What do they want as it relates to your product/service?
- How does this help them survive or thrive?

**Template**:
"A [customer type] who wants [specific desire]..."

**Examples**:
- "A busy executive who wants to look professional without spending time on style"
- "A startup founder who wants to grow without wasting money on ads that don't work"
- "A homeowner who wants a reliable contractor they can trust"

**Rules**:
- ONE clear desire (not multiple)
- Related to survival/thriving (safety, status, belonging, meaning, resources)
- Specific to your offering

---

## 2. THE PROBLEM

**Key Principle**: Problems drive stories. Define the villain and three levels of problem.

**The Villain**:
Every hero needs an obstacle. Define your villain—the source of the problem.

**Villain Rules**:
- Must be a root source of the problem
- Must be relatable (customers recognize it)
- Must be singular (one villain, not many)
- Must be real (not abstract)

**The Three Problem Levels**:

| Level | Definition | Example (Financial Advisor) |
|-------|------------|---------------------------|
| External | The tangible, surface problem | "I don't know how to invest" |
| Internal | How it makes them feel | "I feel stupid about money" |
| Philosophical | Why it's wrong/unjust | "I shouldn't have to be a finance expert to retire" |

**Miller's Insight**: "Companies tend to sell solutions to external problems, but customers buy solutions to internal problems."

**Template**:

反派：[根本障碍] 外部问题：[具体问题] 内部问题：[他们的感受] 哲学问题：[为什么这是不对的]

**Example (Meal Delivery)**:

反派：现代生活的混乱 外部问题：“我没有时间烹饪健康的饭菜” 内部问题：“我觉得让家人吃加工食品很内疚” 哲学问题：“日程再忙，也不该以牺牲健康为代价”

---

## 3. THE GUIDE (Your Brand)

**Key Principle**: Your brand is the GUIDE, not the hero. Guides have "been there, done that."

**Fatal Mistake**: Competing with your customer for the hero role.

**The Fix**: Position yourself as the wise helper who enables the hero's success.

**Miller**: "If you focus on your customers' success, your own success will follow."

**Two Qualities of a Guide**:

### Empathy
Show you understand their pain.
- "We know how frustrating it is when..."
- "Like you, we've struggled with..."
- "We understand that..."

### Authority
Demonstrate competence and expertise.
- Testimonials
- Statistics
- Awards/logos
- Years of experience
- Case studies

**Balance Required**: Too much authority = arrogant. Too much empathy = weak. You need both.

**Template**:
"[Brand] understands [their pain] (empathy). With [credentials/proof], we've helped [results] (authority)."

**Example**:
"We know what it's like to watch hours disappear into your inbox. With 10 years helping executives reclaim their time, we've freed up over 1 million hours for leaders like you."

---

## 4. THE PLAN

**Key Principle**: Customers won't trust a guide without a plan. Plans remove confusion and fear.

**Two Types of Plans**:

### Process Plan (Removes Confusion)
Simple steps to do business with you.

**Rules**:
- 3-4 steps maximum
- Start with an action verb
- Name each step clearly
- End with the result

**Template**:

步骤 1：[行动] → [结果] 步骤 2：[行动] → [结果] 步骤 3：[行动] → [成功]

**Example (Financial Advisor)**:

1. 预约免费咨询
2. 获取定制退休计划
3. 满怀信心地开始投资

**Example (SaaS)**:

1. 注册免费试用
2. 在 5 分钟内连接你的数据
3. 获取助力业务增长的洞察

### Agreement Plan (Removes Fear)
Promises and guarantees that lower perceived risk.

**Examples**:
- "Money-back guarantee"
- "No long-term contracts"
- "Free cancellation anytime"
- "Your data stays private"
- "We'll never share your information"

**Template**:
"We promise: [commitment 1], [commitment 2], [commitment 3]"

---

## 5. CALLS TO ACTION

**Key Principle**: Customers won't take action unless challenged to do so.

**Miller**: "Heroes need to be challenged by the guide to take action."

**Two Types of CTAs**:

### Direct CTA
The obvious main ask. Should be everywhere and obvious.

- "Buy Now"
- "Schedule a Call"
- "Get Started"
- "Sign Up Free"
- "Request a Quote"

**Rules**:
- Use a different color than the rest of the page
- Put it above the fold AND repeated throughout
- Use action verbs
- Be specific about what happens next

### Transitional CTA
Lower commitment. Builds trust for those not ready to buy.

- "Download Free Guide"
- "Watch Demo"
- "Take the Quiz"
- "Get Free Sample"
- "Subscribe to Newsletter"

**Rules**:
- Moves them further into the story
- Provides value in exchange for attention
- Less prominent than direct CTA
- Still clearly visible

**Website Rule**: Both CTAs should be visible in the header of every page.

---

## 6. AVOID FAILURE (Stakes)

**Key Principle**: Every story needs stakes. What will the hero lose if they don't act?

**Miller**: "Everyone wants to avoid a tragic ending."

**Questions to Answer**:
- What negative outcomes await if they don't use your solution?
- What will they continue to suffer?
- What's at risk?

**Balance Warning**: Create enough stakes to motivate, but don't overdo fear (looks manipulative).

**Template**:
"Without [solution], you risk [negative outcome 1], [negative outcome 2], and [negative outcome 3]."

**Examples**:
- "Without a proper email system, you'll keep losing 20 hours a week to inbox chaos"
- "Companies that don't adapt will be left behind by competitors"
- "Don't let another year go by without taking control of your finances"

**Subtle vs Overt**:
- Subtle: "Most businesses struggle with X for years before finding a solution"
- Overt: "Without action, you risk bankruptcy, burnout, and losing everything you've built"

Start subtle. Only go overt if subtle isn't motivating action.

---

## 7. SUCCESS (The Happy Ending)

**Key Principle**: Tell people exactly how you can improve their lives—don't assume they know.

**Miller**: "Tell people where you're taking them, or they won't follow."

**Three Ways to End the Story**:

### 1. Winning Power/Position
Status, influence, achievement, resources.

**Example**: "Become the go-to expert in your field"

### 2. Union That Makes Hero Whole
Community, belonging, completeness, partnership.

**Example**: "Join a community of 10,000 founders"

### 3. Self-Realization
Becoming who they were meant to be, reaching potential.

**Example**: "Finally become the leader your team deserves"

**Template**:
"With [solution], you'll [achievement], [feeling], and [transformation]."

**Example (Fitness)**:
"You'll have the energy to play with your kids, the confidence to tackle new challenges, and finally feel at home in your own body."

**Paint the Picture**:
- Use specific, sensory language
- Describe the after state in detail
- Make it aspirational but achievable

超越 7 个要素：身份转变

## The Strongest Motivator

**Miller**: "Brands that participate in the identity transformation of their customers create passionate brand evangelists."

**Question**: Who does your customer want to BECOME?

**Before & After Identity**:

| Industry | Before Identity | After Identity |
|----------|-----------------|----------------|
| Fitness | "Out of shape and embarrassed" | "Confident and strong" |
| Finance | "Confused about money" | "In control and secure" |
| SaaS | "Overwhelmed and behind" | "Efficient and ahead" |
| Coaching | "Stuck and unfulfilled" | "Clear and purposeful" |

**Template**:
"From [before identity] to [after identity]"

**Use In**:
- Testimonials: "Before/after" stories
- Marketing: "Join the [aspirational identity]"
- Community: Name for customers (e.g., "Achievers")

示例

示例 1：完整 BrandScript（B2B SaaS）

业务：面向创意代理机构的项目管理软件

## CHARACTER
Creative agency owners who want to deliver projects on time without micromanaging their team.

## PROBLEM
Villain: Chaos and miscommunication
External: Projects are constantly behind schedule
Internal: "I feel like a babysitter, not a leader"
Philosophical: Running an agency shouldn't mean drowning in admin

## GUIDE
Empathy: "We've worked with 500+ agencies who felt exactly like you—talented people buried in busywork."
Authority: "Our platform has helped deliver 50,000+ projects on time."

## PLAN
Process:
1. Connect your tools in 5 minutes
2. See all projects in one clear view
3. Deliver on time, every time

Agreement:
- 30-day money-back guarantee
- Free migration from your current tool
- No long-term contract

## CALL TO ACTION
Direct: "Start Free Trial"
Transitional: "See How It Works" (video demo)

## FAILURE
Without control, you'll keep missing deadlines, burning out your team, and losing clients to competitors who deliver.

## SUCCESS
- Win back 10+ hours per week
- Become the agency clients recommend
- Build a team that runs itself

## TRANSFORMATION
From: Overwhelmed agency owner drowning in chaos
To: Confident leader running a well-oiled machine

---

示例 2：StoryBrand 一句话介绍

公式：

1. 问题——从问题入手
2. 解决方案——将你的产品定位为解决方案
3. 结果——以成功收尾

模板： “[问题]令人烦恼。[产品]帮助[目标群体][解决方案]，让他们能够[结果]。”

示例：

营销机构： “大多数小企业都很难在网上获得关注。我们的营销框架帮助你理清要传达的信息，让客户真正倾听并购买。”

健身应用： “没有计划时，想要练出好身材很难。FitPath 为你制定个性化的锻炼和饮食计划，让你在 90 天内改造身材。”

财务顾问： “退休规划既复杂又令人焦虑。我们为你制定简单、量身定制的计划，让你自信地退休。”

会计软件： “电子表格既浪费时间，又容易出错。CloudBooks 自动处理你的财务，让你专注于拓展业务。”

---

示例 3：运用 StoryBrand 重新设计网站

之前（典型的企业网站）：

• 标题：“欢迎来到 Acme Solutions”
• 副标题：“自 1987 年以来，提供创新解决方案”
• 正文：“我们是企业级系统的领先供应商……”
• CTA：“了解更多”

之后（应用 StoryBrand）：

• 标题：“每次都按时交付项目”（成功）
• 副标题：“为厌倦混乱的团队打造的简单项目管理工具”（问题 → 解决方案）
• 正文：
  • 第 1 部分：问题（我们知道错过截止日期有多令人沮丧）
  • 第 2 部分：引导者（加入已解决这一问题的 5,000 多个团队）
  • 第 3 部分：计划（3 个步骤即可开始）
  • 第 4 部分：成功（解决问题后生活会是什么样）
• CTA：“开始免费试用”（直接） | “观看演示”（过渡）

检查清单与模板

品牌脚本模板

## My StoryBrand BrandScript

### 1. CHARACTER
Who is your customer and what do they want?
_________________________________________________

### 2. PROBLEM
**Villain**: _____________________________________
**External Problem**: ____________________________
**Internal Problem**: ____________________________
**Philosophical Problem**: _______________________

### 3. GUIDE
**Empathy Statement**: ___________________________
**Authority Proof**: _____________________________

### 4. PLAN
**Step 1**: _____________________________________
**Step 2**: _____________________________________
**Step 3**: _____________________________________

**Agreements**: _________________________________

### 5. CALL TO ACTION
**Direct CTA**: _________________________________
**Transitional CTA**: ___________________________

### 6. FAILURE
What do they lose if they don't act?
_________________________________________________

### 7. SUCCESS
What do they gain when they do?
_________________________________________________

### TRANSFORMATION
**FROM**: ______________________________________
**TO**: ________________________________________

一句话介绍模板

## My One-Liner

[Problem statement].
[Product/Company name] helps [target customer] [what you do]
so they can [result/transformation].

Fill in:
Problem: _______________________________________
Product: _______________________________________
Target: ________________________________________
What you do: ___________________________________
Result: ________________________________________

My One-Liner:
_________________________________________________
_________________________________________________

网站检查清单

## StoryBrand Website Audit

### Header (Above the Fold)
- [ ] Headline promises success or solves problem
- [ ] Subhead clarifies what you offer
- [ ] Direct CTA button (contrasting color)
- [ ] Transitional CTA option
- [ ] Image shows happy customer OR success state

### Stakes Section
- [ ] Addresses what they stand to lose
- [ ] Not too fear-based (balanced)

### Value Proposition Section
- [ ] Shows how you solve their problem
- [ ] Focuses on their success (not your features)

### Guide Section
- [ ] Empathy statement ("We understand...")
- [ ] Authority proof (logos, testimonials, stats)

### Plan Section
- [ ] 3-4 clear steps
- [ ] Each step starts with action verb
- [ ] Makes doing business feel easy

### Success Section
- [ ] Paints picture of life after
- [ ] Aspirational but achievable
- [ ] Testimonials with transformation

### CTAs
- [ ] Direct CTA repeated multiple times
- [ ] Transitional CTA available
- [ ] Both clear and visible

技能边界

此技能擅长的内容

• 规划视频制作工作流
• 创建故事板框架
• 提出技术方案
• 提供创意指导模板

此技能无法完成的内容

• 替代专业摄像服务
• 直接编辑视频文件
• 做出最终创意判断
• 保证受众参与度

参考资料

• Miller, Donald. 《Building a StoryBrand》（2017）
• Miller, Donald. 《Marketing Made Simple》（2020）
• StoryBrand 网站：mystorybrand.com
• ClarifyYourMessage.com

相关技能

• positioning-dunford - 市场定位策略
• ogilvy-copywriting - 经典文案写作原则
• cialdini-persuasion - 影响力心理学
• landing-page-copy - 将 StoryBrand 应用于页面