Helping B2B Manufacturers Clarify Their Messaging

StoryBrand® Services

Position Your B2B Manufacturing Brand As a Guide That Helps Your Customers Win the Day

B2B organizations waste enormous amounts of money on marketing. They’re simply unable to communicate their purpose. Because people don’t buy the best products and services, they buy the ones they can understand the fastest.

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ARTICULATE YOUR VALUE • ESTABLISH CREDIBILITY & TRUST • INCREASE CONVERSIONS

The Importance of a Clear Message

You see, a human brain was designed to do two things — survive and thrive. Everyone’s looking for information that will help them increase their standing in the world. Whether that’s simplifying life, making more money, or meeting new friends.

The problem is the brain is also trying to conserve calories. To process all the information around us, we have to burn calories. So, if we aren’t positioning our products and services in a way that can clearly help people survive or thrive, they tune out.

Realistic Expectations
From The Framework

Increase sales and your top-line
Attract the right type of prospects
Create deeper connections with customers
Establish firm positioning in the market
Clarify organizational objectives
Align sales & marketing materials

We All Love Stories

The ideal brand story will create an emotional connection with your audience while inspiring trust in your products and services. When customers buy into your business and are engaged with your story, they make purchases with less friction and become brand advocates.

In a world where every business is vying for attention, having an authentic story that a customer can feel connected with will differentiate you from competitors.

How It Works: The 7 Part Messaging Framework

Once you execute the framework, you’ll be seen, heard, and understood.

1 A Character

Instead of telling our story, we want to invite customers into a story. A story starts when your customer wants something. We must stimulate a desire in them by identifying something they want.

2 With a Problem

A story hooks the audience when the main character encounters conflict. By defining our customer’s problem and stating it clearly, we allow our customers to move toward us and engage us in business.

3 Meets a Guide

Characters in trouble can’t solve their problems. Otherwise, they’d never have gotten into trouble in the first place. Customers aren’t looking for other heroes. They’re looking for a guide to help them.

4 With a Plan And…

Once customers have identified you as their guide, they still may not place an order. Why? Because it’s the first time in their journey, they’re at risk. Giving a customer a plan dramatically increases their engagement.

5 Calls Them to Action

Customers must be called to action. Unless we challenge people to take action, they won’t. This means our calls to action must be crystal clear. We must define precisely what we want our customers to do.

6 Avoiding Failure

People are either motivated to avoid failure or experience success. In our communications, we must define what’s at stake for our customers if they do or don’t take action.

7 Ending In Success!

People move toward a vision of success, so we need to cast that vision for them. We must clearly define what a customer or stakeholder’s life will look like if they engage in business.