Why Your Marketing Message Isn’t Landing

Ever feel like your marketing message isn’t landing? Like, customers just aren’t paying attention? Maybe you’ve spent hours tweaking your website, only to hear crickets. Or perhaps your team members each explain your business in completely different ways. If that sounds familiar, you’re not alone.

Many businesses struggle to communicate in a way that actually connects with their audience. That’s where StoryBrand, a powerful messaging framework developed by Donald Miller, comes in.

The StoryBrand Framework helps businesses clarify their message so customers listen, engage, and (most importantly) buy. In this guide, we’ll break down what StoryBrand is, how it works, and why it’s the marketing lifesaver you didn’t know you needed.

What Is StoryBrand?

Imagine you’re at a networking event. Someone asks, "So, what do you do?" And suddenly, your brain short-circuits. You ramble for five minutes, throwing in industry jargon, a side note about how you got started, and something about being ‘innovative.’ By the time you stop talking, their eyes have glazed over.

StoryBrand is the solution to this problem. It’s a marketing and messaging framework that helps businesses communicate clearly. Developed by Donald Miller, it’s based on the principles of storytelling - because, as humans, we’re wired to respond to stories, not sales pitches.

By following the StoryBrand framework, businesses can position their customers as the hero of the story and themselves as the guide who helps them succeed. This shift in messaging creates clarity and engagement, leading to better marketing results (and fewer awkward networking moments).

The 7-Part StoryBrand Framework Explained

The StoryBrand framework follows seven key steps that mirror a well-structured story. Here’s how it works:

1. A Character (Your Customer)

Your customer is the hero of the story - not your brand. Think of it like a movie: Would The Lord of the Rings be compelling if it was all about Gandalf instead of Frodo? (Spoiler: No.) Your messaging should focus on their journey, not yours.

2. Has a Problem

Every hero faces a challenge. In marketing, this problem is what’s preventing your customer from achieving success. It’s divided into:

External Problem: The tangible issue they face (e.g., needing a website that converts).
Internal Problem: How they feel about the problem (e.g., frustrated, overwhelmed).
Philosophical Problem: The bigger reason why solving this matters (e.g., “You deserve marketing that works”).

3. And Meets a Guide (Your Brand)

Your business plays the role of the guide, not the hero. If your marketing feels like it’s all about you, take a step back. Customers don’t care about your 50-year company history; they care about how you can help them win.

To build trust, you need to communicate empathy (you understand their struggles) and authority (you have the experience to help them).

4. Who Gives Them a Plan

A great guide always provides a simple plan. Customers don’t want complexity - they want clarity. This is your step-by-step process that makes it easy for them to take action (e.g., “Schedule a Call → We Create Your Strategy → You Get More Customers”).

5. And Calls Them to Action

People won’t take action unless they’re prompted. A strong call-to-action (CTA) - like “Book a Consultation” or “Start Your Free Trial” - pushes them toward making a decision.

If your current CTA is as vague as “Learn More,” it’s time for an upgrade.

6. That Helps Them Avoid Failure

Customers need to know what’s at stake if they don’t take action. Will they continue to struggle? Lose customers? Waste money? Highlighting the potential failure creates urgency.

7. And Ends in Success

Finally, paint a clear picture of what success looks like for them after working with you. Show them the transformation your product or service brings - think Cinderella before and after the ball, but with better ROI.

Why StoryBrand Works

Many businesses make the mistake of talking too much about themselves in their marketing. Customers don’t care about your brand - they care about how you can help them.

StoryBrand works because:

It makes your message crystal clear – No jargon, just simple, direct communication.
It connects emotionally – Customers resonate with stories, especially ones they can see themselves in.
It boosts engagement and conversions – Clear messaging means more leads, sales, and growth.

The Origin of StoryBrand & Donald Miller

Donald Miller, a bestselling author and marketing expert, developed StoryBrand after realising that most businesses struggle with communication. He took lessons from storytelling and applied them to marketing - creating a framework that helps businesses talk about themselves in a way that attracts and retains customers.

Miller also wrote Building a StoryBrand, a book that dives deep into this framework and offers practical steps for businesses to implement it.

How to Apply StoryBrand to Your Busines

Want to use StoryBrand in your own marketing? Here’s where to start:

Create a StoryBrand Brandscript – This is a one-page messaging guide that follows the 7-part framework.
Rewrite Your Website Copy – Ensure your homepage and landing pages are clear, customer-focused, and action-driven.
Align Your Marketing – Apply StoryBrand principles to emails, social media, ads, and presentations.

How to Make Your Marketing Actually Work

If your team sounds like they’re running five different businesses when describing what you do, or if your marketing feels like a chaotic mess, StoryBrand is the solution.

Take the Next Step: Get Your Free StoryBrand Marketing Assessment

Want to see how StoryBrand can improve your marketing?

Take the StoryBrand Marketing Assessment today and receive your results straight to your inbox. This quick assessment will help you identify areas where your messaging can be clearer and more effective.

Once you have your results, we’ll jump on a free 30-minute call to review your quick wins and next steps—so you can start implementing StoryBrand in your business right away.

Take the Free Assessment Now