storybrand-messaging by wondelai/skills
npx skills add https://github.com/wondelai/skills --skill storybrand-messaging用于理清信息,让客户愿意倾听的框架。基于一个基本事实:客户不会购买最好的产品——他们会购买自己能最快理解的产品。
客户是主角,而不是你的品牌。 你的品牌是帮助主角获胜的向导。当你把自己定位为主角时,你就在与客户竞争。当你把自己定位为向导时,你就在为他们服务。
目标:10/10。 在审查或创建营销文案或品牌信息时,根据对以下原则的遵循程度进行 0-10 分的评分。10/10 表示完全符合所有准则;较低的分数表示有待解决的差距。始终提供当前分数以及达到 10/10 所需的具体改进措施。
每个引人入胜的故事都遵循相同的模式。在所有信息传递中使用此结构:
核心理念: 客户想要某样东西。每个故事都始于一个想要某样东西的主角。在你品牌的故事中,客户是主角,你的工作是定义他们想要什么。要具体说明那个单一的愿望。
为何有效: 开启一个故事鸿沟——角色所在位置与他们想要到达位置之间的距离——会产生需要解决的张力。当你清晰地指出客户的愿望时,他们会倾身向前,因为他们感到被理解,并想知道如何填补这个鸿沟。
关键见解:
产品应用:
| 上下文 | 应用 | 示例 |
|---|---|---|
| 首页标题 | 将客户的愿望陈述为结果 | “你想要一个美丽的微笑”(而不是“我们的牙科服务很出色”) |
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| 落地页 |
| 每页以一个愿望开头 |
| “你想要提前退休”(而不是“我们提供全面的财务规划”) |
| 受众细分 | 为每个细分群体量身定制愿望 | CEO:“实现规模化而不混乱” vs. 个人贡献者:“无障碍地完成最佳工作” |
文案模式:
道德边界: 切勿捏造客户实际上并不持有的愿望。愿望应基于真实的研究、访谈或观察到的行为——而非制造的渴望。
核心理念: 主角面临一个阻碍他们获得想要之物的难题。每个故事都需要冲突。从三个层面定义问题——外部、内部和哲学层面——并用一个反派角色来拟人化问题,赋予其面孔。
为何有效: 公司倾向于销售解决外部问题的方案,但客户购买的是解决内部问题的方案。当你指出问题如何让他们感到——困惑、不知所措、尴尬——你就触及了真正驱动购买决策的情感因素。
关键见解:
产品应用:
| 上下文 | 应用 | 示例 |
|---|---|---|
| 网站问题部分 | 指出所有三个层面的问题 | 外部:“分散的工具。” 内部:“你感到不知所措。” 哲学:“团队理应获得清晰度。” |
| 邮件培育序列 | 以内部问题开头 | “厌倦了感觉自己在猜测吗?” |
| 广告文案 | 拟人化反派 | “别再让令人困惑的软件偷走你的夜晚了。” |
文案模式:
道德边界: 切勿夸大问题以制造不必要的恐惧。诚实地指出真实的挫败感;不要捏造客户未曾经历的痛苦。
核心理念: 向导登场——一个兼具同理心和权威的角色。你的品牌是向导,而不是主角。你通过理解客户的痛苦来展示同理心,并通过证明你确实能解决问题来展示权威。两者的平衡才能赢得信任。
为何有效: 客户不是在寻找另一个主角——他们是在寻找一位向导。想想尤达,而不是卢克。当一个品牌表达同理心时,客户会感到被看见。当品牌展示权威(推荐信、客户标识、统计数据)时,客户会感到安全。这两种品质共同创造了客户参与所需的信任。
关键见解:
产品应用:
| 上下文 | 应用 | 示例 |
|---|---|---|
| 关于页面 | 以同理心开头,然后展示资质 | “我们知道迷失在财务行话中是什么感觉。这就是为什么 10,000 个家庭信任我们。” |
| 首页社会证明 | 结合同理心标题和权威标识 | “你并不孤单。加入 5,000+ 个找到清晰度的团队。” + 客户标识 |
| 销售通话 | 以同理心开场,以权威结束 | “我听到了——这听起来很令人沮丧。这是我们看到的对像你们这样的团队有效的方法。” |
文案模式:
道德边界: 切勿声称你未曾获得的权威。推荐信必须是真实的,统计数据必须是准确的,资质必须是可验证的。
核心理念: 向导为主角提供一个计划。计划创造清晰度,减少与你做生意的恐惧。有两种类型:流程计划(展示如何与你合作的 3-4 个步骤)和协议计划(你为消除风险所做的承诺)。
为何有效: 客户在购买前会感到不确定。一个清晰、简单的计划就像跨越小溪的垫脚石——它向他们展示了如何从当前位置到达他们想去的地方。没有计划,道路就显得模糊不清,他们会停滞不前。计划减少了认知负荷和感知风险。
关键见解:
产品应用:
| 上下文 | 应用 | 示例 |
|---|---|---|
| 网站计划部分 | 用图标展示 3 步流程 | “1. 预约演示。2. 完成入职。3. 30 天内看到结果。” |
| 定价页面 | 添加协议计划以减少购买焦虑 | “无合同。随时取消。30 天退款保证。” |
| 邮件行动号召 | 引用计划以简化后续步骤 | “开始使用很简单——只需三步。” |
文案模式:
道德边界: 切勿在计划中承诺你无法可靠交付的结果。协议计划的承诺必须毫无例外地兑现。
核心理念: 向导号召主角采取行动。如果你不要求,他们就不会行动。有两种类型:直接行动号召(你希望他们采取的主要行动)和过渡性行动号召(为尚未准备好的客户提供的低承诺替代方案)。
为何有效: 除非受到挑战,否则客户不会采取行动。一个清晰、重复、视觉上突出的行动号召告诉客户下一步该做什么。过渡性行动号召能吸引那些尚未准备好购买但愿意参与的人——让他们留在你的故事中,直到他们准备好。
关键见解:
产品应用:
| 上下文 | 应用 | 示例 |
|---|---|---|
| 首页 | 首屏放置直接行动号召按钮,下方重复 | 页眉中的“免费开始使用”按钮以及每个部分之后 |
| 博客文章 | 末尾放置过渡性行动号召 | 在操作指南文章后放置“下载我们的免费清单” |
| 邮件 | 每封邮件一个直接行动号召 | “预约你的通话”按钮,每封邮件一个 |
文案模式:
道德边界: 切勿将购买伪装成免费行动。行动号召必须诚实地代表客户点击后会发生什么。
核心理念: 描绘一幅如果客户不采取行动会发生什么的图景。没有利害关系,就没有故事。失败赋予叙事张力和紧迫感——它展示了不作为的代价。
为何有效: 人类是厌恶损失的。害怕失去某物的动力比承诺获得某物的动力更强。一点点可能出错的暗示——不是全面的恐吓活动——创造了客户从“感兴趣”转变为“承诺”所需的情感利害关系。
关键见解:
产品应用:
| 上下文 | 应用 | 示例 |
|---|---|---|
| 落地页利害关系部分 | 在行动号召前简要描述失败场景 | “没有一个清晰的信息,你将不断失去客户给那些他们能更快理解的竞争对手。” |
| 邮件主题行 | 引用失败的轻微紧迫感 | “你是否在让收入白白流失?” |
| 销售对话 | 指出不作为的代价 | “如果未来 6 个月没有任何改变,你的团队会怎样?” |
文案模式:
道德边界: 切勿使用危言耸听、捏造的紧迫感或旨在引起恐慌的最坏情况。陈述不作为的真实、相称的后果。
核心理念: 生动描绘客户与你合作后的生活图景。成功是故事的结局——它填补了在第 1 个元素中开启的故事鸿沟。从地位、完整性和自我实现的角度定义成功。
为何有效: 人们在开始旅程之前需要看到目的地。清晰的成功图景给了客户一些具体可渴望的东西。当你展示转变——而不仅仅是功能时——客户可以将自己置于那个未来,并感受到走向它的情感拉力。
关键见解:
产品应用:
| 上下文 | 应用 | 示例 |
|---|---|---|
| 首页成功部分 | 用具体细节描绘“之后”的图景 | “想象一下每天早上打开收件箱看到合格的潜在客户——无需冷启动。” |
| 案例研究 | 用数字展示前后转变 | “之前:2% 的转化率。之后:90 天内达到 11%。” |
| 推荐信放置 | 让客户描述他们自己的成功 | “我终于感觉我知道每一美元的去向。”——真实客户引述 |
文案模式:
道德边界: 切勿承诺你无法证实的成果。成功图景必须反映现实的结果,推荐信必须代表真实的客户体验。
一个清晰解释你做什么的单一句子。随处使用。
公式:
[问题] + [解决方案] + [结果]
结构: “我们帮助 [角色],他们正面临 [问题],通过 [解决方案],以便他们能够 [结果]。”
示例:
测试: 有人在听到一次后能复述出来吗?
你的品牌声音应在所有渠道保持一致,同时适应上下文:
要传达的向导品质:
避免:
参见:references/website-wireframe.md 了解逐页结构,包括内页模板(产品、关于、服务页面)。
参见:references/brand-script.md 获取完整的工作表。
参见:references/one-liners.md 获取行业示例和变体。
| 错误 | 为何失败 | 修复方法 |
|---|---|---|
| 充当主角 | 与客户竞争 | 定位为向导 |
| 多条信息 | 使人困惑 | 每个资产一条清晰信息 |
| 聪明 > 清晰 | 人们不解码信息 | 始终选择清晰度 |
| 功能导向 | 客户关心转变 | 以结果为导向 |
| 没有明确的行动号召 | 没有方向 = 没有行动 | 要求销售 |
| 没有利害关系 | 没有紧迫感 = 没有动力 | 描绘失败图景 |
| 以“我们”开头 | 以自我为中心 | 以客户的问题开头 |
针对任何营销资产询问以下问题:
如果任何答案是“否”——那就是你的问题所在。
Donald Miller 是 StoryBrand 的首席执行官,该公司已帮助超过 10,000 家企业理清信息,让客户愿意倾听。他是《纽约时报》畅销书作者,著作包括《Building a StoryBrand》、《Marketing Made Simple》和《Business Made Simple》。Miller 是一位备受追捧的主题演讲者,曾向包括英特尔、潘婷、Zaxby's 以及数千家小企业在内的观众发表演讲。他的 StoryBrand 框架建立在叙事结构的普遍原则之上,将数十年的讲故事理论提炼成一个实用的七部分品牌传播系统。
此技能基于 Donald Miller 开发的 StoryBrand 框架。要了解完整的方法论、工作表和更深入的见解,请阅读原著:
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Framework for clarifying your message so customers will listen. Based on a fundamental truth: customers don't buy the best products—they buy the ones they can understand the fastest.
The customer is the hero, not your brand. Your brand is the guide who helps the hero win. When you position yourself as the hero, you compete with your customer. When you position yourself as the guide, you serve them.
Goal: 10/10. When reviewing or creating marketing copy or brand messaging, rate it 0-10 based on adherence to the principles below. A 10/10 means full alignment with all guidelines; lower scores indicate gaps to address. Always provide the current score and specific improvements needed to reach 10/10.
Every compelling story follows the same pattern. Use this structure for all messaging:
Core concept: The customer wants something. Every story begins with a hero who wants something. In your brand's story, the customer is the hero and your job is to define what they want. Be specific about that one desire.
Why it works: Opening a story gap — the distance between where a character is and where they want to be — creates tension that demands resolution. When you name a customer's desire clearly, they lean in because they feel understood and want to know how the gap gets closed.
Key insights:
Product applications:
| Context | Application | Example |
|---|---|---|
| Homepage headline | State the customer's desire as the outcome | "You want a beautiful smile" (not "our dentistry is excellent") |
| Landing page | Lead with one desire per page | "You want to retire early" (not "we offer comprehensive financial planning") |
| Audience segmentation | Tailor the desire to each segment | CEO: "Scale without chaos" vs. IC: "Do your best work without friction" |
Copy patterns:
Ethical boundary: Never fabricate desires the customer does not actually hold. Ground the desire in real research, interviews, or observed behavior — not manufactured aspiration.
See: references/brand-script.md
Core concept: The hero faces a problem that stands in the way of getting what they want. Every story needs conflict. Define the problem at three levels — external, internal, and philosophical — and personify it with a villain that gives the problem a face.
Why it works: Companies tend to sell solutions to external problems, but customers buy solutions to internal problems. When you name how the problem makes them feel — confused, overwhelmed, embarrassed — you tap into the emotional driver that actually motivates purchasing decisions.
Key insights:
Product applications:
| Context | Application | Example |
|---|---|---|
| Problem section on website | Name all three levels of the problem | External: "Scattered tools." Internal: "You feel overwhelmed." Philosophical: "Teams deserve clarity." |
| Email nurture sequence | Lead with the internal problem | "Tired of feeling like you're guessing?" |
| Ad copy | Personify the villain | "Stop letting confusing software steal your evenings." |
Copy patterns:
Ethical boundary: Never exaggerate problems to create unnecessary fear. Name real frustrations honestly; do not invent suffering the customer has not experienced.
See: references/brand-script.md
Core concept: Enter the guide — a character who has empathy AND authority. Your brand is the guide, not the hero. You demonstrate empathy by understanding the customer's pain, and authority by proving you can actually solve it. The balance of both is what earns trust.
Why it works: Customers are not looking for another hero — they are looking for a guide. Think Yoda, not Luke. When a brand expresses empathy, the customer feels seen. When the brand demonstrates authority (testimonials, logos, statistics), the customer feels safe. Together, these two qualities create the trust needed for a customer to engage.
Key insights:
Product applications:
| Context | Application | Example |
|---|---|---|
| About page | Lead with empathy, then show credentials | "We know what it's like to feel lost in financial jargon. That's why 10,000 families trust us." |
| Homepage social proof | Combine empathy headline with authority logos | "You're not alone. Join 5,000+ teams who found clarity." + client logos |
| Sales call | Open with empathy, close with authority | "I hear you — that sounds frustrating. Here's what we've seen work for teams like yours." |
Copy patterns:
Ethical boundary: Never claim authority you have not earned. Testimonials must be real, statistics must be accurate, and credentials must be verifiable.
See: references/sales-conversations.md
Core concept: The guide gives the hero a plan. Plans create clarity and reduce the fear of doing business with you. There are two types: a Process Plan (3-4 steps showing how to work with you) and an Agreement Plan (commitments you make to remove risk).
Why it works: Customers feel uncertain before making a purchase. A clear, simple plan acts as stepping stones across a creek — it shows them exactly how to get from where they are to where they want to be. Without a plan, the path feels murky and they stall. Plans reduce cognitive load and perceived risk.
Key insights:
Product applications:
| Context | Application | Example |
|---|---|---|
| Website plan section | Show 3-step process with icons | "1. Book a demo. 2. Get onboarded. 3. See results in 30 days." |
| Pricing page | Add agreement plan to reduce purchase anxiety | "No contracts. Cancel anytime. 30-day money-back guarantee." |
| Email CTA | Reference the plan to simplify next steps | "Getting started is simple — just three steps." |
Copy patterns:
Ethical boundary: Never promise outcomes in the plan that you cannot reliably deliver. Agreement plan commitments must be honored without exception.
See: references/brand-script.md
Core concept: The guide calls the hero to action. If you don't ask, they won't act. There are two types: a Direct CTA (the primary action you want them to take) and a Transitional CTA (a lower-commitment alternative for those not yet ready).
Why it works: Customers do not take action unless they are challenged to take action. A clear, repeated, visually prominent call to action tells the customer exactly what to do next. The transitional CTA captures people who aren't ready to buy but are willing to engage — keeping them in your story until they are ready.
Key insights:
Product applications:
| Context | Application | Example |
|---|---|---|
| Homepage | Direct CTA button above the fold, repeated below | "Get Started Free" button in header and after each section |
| Blog post | Transitional CTA at the end | "Download our free checklist" after a how-to article |
| Single Direct CTA per email | "Schedule Your Call" button, one per message |
Copy patterns:
Ethical boundary: Never disguise a purchase as a free action. CTAs must honestly represent what happens when the customer clicks.
See: references/website-wireframe.md
Core concept: Paint a picture of what happens if the customer does not act. Without stakes, there is no story. Failure gives the narrative tension and urgency — it shows the cost of inaction.
Why it works: Humans are loss-averse. The fear of losing something is more motivating than the promise of gaining something. A taste of what could go wrong — not a full scare campaign — creates the emotional stakes needed for a customer to move from "interested" to "committed."
Key insights:
Product applications:
| Context | Application | Example |
|---|---|---|
| Landing page stakes section | Brief failure scenario before the CTA | "Without a clear message, you'll keep losing customers to competitors they understand faster." |
| Email subject line | Light urgency referencing failure | "Are you leaving revenue on the table?" |
| Sales conversation | Name the cost of inaction | "What happens to your team if nothing changes in the next 6 months?" |
Copy patterns:
Ethical boundary: Never use fear-mongering, fabricated urgency, or worst-case scenarios designed to panic. State real, proportionate consequences of inaction.
See: references/brand-script.md
Core concept: Paint a vivid picture of what life looks like after the customer works with you. Success is the resolution of the story — it closes the story gap opened in Element 1. Define success in terms of status, completeness, and self-realization.
Why it works: People need to see the destination before they start the journey. A clear success picture gives customers something concrete to desire. When you show the transformation — not just the features — customers can place themselves in that future and feel the emotional pull toward it.
Key insights:
Product applications:
| Context | Application | Example |
|---|---|---|
| Homepage success section | Paint the after picture with specifics | "Imagine opening your inbox to qualified leads every morning — no cold outreach required." |
| Case study | Show before/after transformation with numbers | "Before: 2% conversion rate. After: 11% in 90 days." |
| Testimonial placement | Let customers describe their own success | "I finally feel like I know where every dollar is going." — real customer quote |
Copy patterns:
Ethical boundary: Never promise results you cannot substantiate. Success pictures must reflect realistic outcomes, and testimonials must represent genuine customer experiences.
See: references/brand-script.md
A single sentence that clearly explains what you do. Use it everywhere.
Formula:
[Problem] + [Solution] + [Result]
Structure: "We help [CHARACTER] who struggle with [PROBLEM] to [SOLUTION] so they can [RESULT]."
Examples:
Test: Can someone repeat it after hearing it once?
Your brand voice should be consistent across all channels while adapting to context:
Guide qualities to convey:
Avoid:
See: references/multi-channel-consistency.md
See: references/website-wireframe.md for page-by-page structure, including interior page templates (product, about, service pages).
See: references/brand-script.md for complete worksheet.
See: references/one-liners.md for industry examples and variations.
| Mistake | Why It Fails | Fix |
|---|---|---|
| Being the hero | Competes with customer | Position as guide |
| Multiple messages | Confuses people | One clear message per asset |
| Clever > clear | People don't decode messaging | Choose clarity always |
| Feature-focused | Customers care about transformation | Lead with outcomes |
| No clear CTA | No direction = no action | Ask for the sale |
| No stakes | No urgency = no motivation | Paint failure picture |
| Starting with "We" | Self-focused | Start with customer's problem |
Ask these questions about any marketing asset:
If any answer is "no" — that's your problem.
Donald Miller is the CEO of StoryBrand, a company that has helped over 10,000 businesses clarify their messaging so customers will listen. He is a New York Times bestselling author whose books include Building a StoryBrand , Marketing Made Simple , and Business Made Simple. Miller is a sought-after keynote speaker who has presented to audiences including Intel, Pantene, Zaxby's, and thousands of small businesses. His StoryBrand framework is built on the universal principles of narrative structure, distilling decades of storytelling theory into a practical seven-part system for brand communication.
This skill is based on the StoryBrand framework developed by Donald Miller. For the complete methodology, worksheets, and deeper insights, read the original book:
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