StoryBrand Step-by-Step

TO:______Attorneys & Managing Partners
FROM:____Benji Albrecht, Founder and CEO of BPAgency
DATE:____February 16th, 2024
RE:______StoryBrand Step-by-Step and Worried Clients

The StoryBrand messaging framework altered how I think about marketing and communications.

I first heard about it on the StoryBrand podcast. A few months later, the attorney I worked for agreed to send me to Nashville to learn the framework at a live workshop. In the years that followed, we applied it to all of his marketing materials and implemented several sales funnels based on StoryBrand methods.

The result? We tripled his revenue and increased his profits. Marketing became more efficient because we knew what words to include in our marketing materials if we wanted potential clients to take action.

This meant that every dollar we spent on marketing resulted in more consultations and more clients. Our efforts were so successful that I changed the focus of my MBA to internet marketing and now use StoryBrand messaging in every project at BPAgency.

Here’s my step-by-step guide to getting started with the StoryBrand framework:

Step 1: Read the Book: Buy a copy on Amazon or get the audiobook. Read a chapter while you enjoy your morning coffee or listen during your commute. When you’re done - you’ll know the 7 main plot points of a compelling brand narrative. You’ll apply this knowledge in Step 2 and 3.

Step 2: Prepare a Brandscript: Use the process from the book to prepare a brandscript for your business; a document containing the 7 main plot points of your brand narrative. Use clear and concise language, and make sure all of the plot points align into a cohesive story. After all, it’s called a brand narrative for a reason.

Step 3: Update your Home Page: On average, 80% of your visitors won’t scroll down. Therefore, updating content shown above the fold (everything immediately in view without scrolling down) will have the greatest impact on turning website visitors into consultations. Your header should answer 3 questions:

1. What does your firm do?

2. How does your service improve the client’s life?; and

3. What is the next step clients need to take to hire you?

When writing the headline and subheading, I start with the main keyword we want the site to rank for and add language that connects back to the character, the problem, and the success section from the Brandscript. Above-the-fold content hooks the reader and encourages them to browse the rest of the site content.

Step 4: Update your Marketing Materials: Audit your marketing funnel (advertising —>website—>lead magnets—>emails) to check if the language used connects back to one or more of the plot points in your brand narrative. Inconsistency confuses potential clients and results in lost business. If you think you might be missing key parts of the marketing funnel, you can take this 10-minute assessment to identify any gaps.

Follow these steps to harness the power of a clear marketing message to grow your firm.

📖 The Marketing Pulse

Google to delete all Universal Analytics (UA) Data on July 1: Export your UA data beforehand in case you want to compare new data from Google Analytics 4 against old data from before you made the switch.

Client Experience Lessons from the Father of Advertising: Ted Booth applies David Ogilvy’s top lessons on effective advertising to product and service design. Use these lessons to refine your firm’s client experience. Too many takeaways to summarize here. The article is a bit dated (2013) but the lessons are timeless.

Economic Confidence Index at 2nd Lowest Since Inception Americans are not feeling very optimistic about the economy. Gallup began measuring this in 1996, and the only time the ECI has been lower was during the 2008 Financial Crisis. Your potential clients are likely worried about finances right now. Be sure to communicate how the value of your services far outweighs the financial cost in terms of time saved / stress saved / etc.

This email is brought to you by Benji and the team at BPAgency.

Need some help growing your law firm or service business?

Book a call with Benji to talk strategy.