messaging-framework

Overview

Based on "Building a StoryBrand" by Donald Miller (2017). Miller's core claim is that companies lose customers because they force the customer to burn calories working out what is on offer, and that story is the one structure the brain processes without effort. The fix is to cast the customer as the hero and the brand as the guide. This skill produces a reusable brand script and messaging hierarchy that the writing skills downstream all draw from.

Where this method comes from: the SB7 framework

Miller's SB7 is seven story beats in a fixed order. The order is the method: a guide who appears before the problem has nothing to be a guide about, and a call to action before the plan asks the customer to jump a gap they cannot see. All seven are worked in the steps below.