Building a Story Brand Summary

Building a StoryBrand teaches businesses how to clarify their message using a 7-part storytelling framework that positions the customer as the hero and the brand as the guide—so they can attract attention, build trust, and grow sales.

Who Should Read Building a Story Brand?

Building a StoryBrand is for:

1. Entrepreneurs & Small Business Owners

People who struggle to clearly explain what their business does or why it matters.

Why? Because if your message is unclear, your customers will scroll right past you.

 2. Marketers, Copywriters & Brand Strategists

Professionals who write websites, emails, ads, and funnels.

Why? Because this book gives a proven 7-step framework to craft messages that actually convert.

3. Course Creators, Coaches & Consultants

Anyone selling a personal brand or expertise.

Why? Because StoryBrand helps you position yourself as a trusted guide, not the hero — so people trust you faster.

4. Non-profits & Mission-Driven Organizations

Groups with a big vision but poor communication.

Why? Because the book shows you how to inspire action without overwhelming your audience with jargon or fluff.

5. Career Professionals Looking to Stand Out

Job seekers, freelancers, and employees trying to grow their influence.

Why? Because the StoryBrand method helps you tell your personal story in a way that’s clear, compelling, and focused on what others want to hear.

Why Should They Read It?

Because in today’s noisy world:

• Clarity is currency.
  People won’t buy if they don’t understand how you help them — in seconds.
• Story works.
  The book teaches you how to use timeless storytelling elements (character, problem, guide, plan, success) to get people to listen and act.
• It replaces guesswork with a system.
  Instead of “creative” messaging that confuses, you get a repeatable framework that works for any product, industry, or audience.
• You’ll make more sales with fewer words.
  It helps you simplify your message so people actually get it — and say YES.

If your customers are ignoring your website, not buying from your ads, or confused about what you do —
this book is your fix.

Introduction

Most business owners and marketers are losing money not because their product is bad…
but because their message is confusing.

Imagine this:
You walk into a store, and the salesperson talks non-stop about how amazing they are, using big fancy words, and you’re just standing there thinking,

“Okay… but how does this help me?”

That’s what many websites, ads, and social media posts feel like.

Donald Miller says the real problem is If you confuse PEOPLE, you lose.

People don’t have time or energy to figure out what you’re offering.
Your message needs to be crystal clear — fast.
They need to see themselves in your story and know how your product solves their problem.

Miller discovered that if you structure your message like a movie (where the customer is the hero and you’re the guide), people start paying attention — and sales go up.

So in this book, he shares a super simple 7-part framework (like a movie script) to help you talk about your business in a way that makes people listen — and buy.

Think of it like this:

•  Stop talking about yourself
• Start talking about how you help your customer win

That’s what this book is all about.

PART 1: Why Most Marketing Is a Money Pit

Chapter 1: The Key to Being Seen, Heard, and Understood

Let’s start with a simple truth Donald Miller emphasizes:

If you confuse people, you lose.

Imagine you’re at a crowded party, and someone walks up and starts saying:

“We help optimize cross-functional synergy through scalable platforms…”

You would probably smile, nod, and quietly drift away to find the jollof rice.

But what if someone said:

“We help small businesses get more paying customers through smart social media content.”

Now we’re talking!

Miller says most businesses make the mistake of trying to sound smart, professional, or innovative — but they end up confusing people instead.

And here’s the big insight:

People don’t buy the best products. They buy the ones they understand the fastest.

Why Clarity Beats Cleverness

The human brain is constantly filtering information to save energy. It’s asking:

• Can this help me survive or thrive?
• Can I understand it quickly?

So when your website, Instagram bio, or pitch doesn’t quickly say:

• Who it’s for
• What problem it solves
• And what life looks like after using it…

…you lose people. Not because your offer isn’t good — but because their brain tuned out.

Example:
Let’s say you help moms start side hustles.

If your message is:

“We offer entrepreneurial acceleration services for busy modern women”

That sounds complicated.

Now compare it to:

“We help moms start side businesses they can run during nap time.”

That second one is clear, relatable, and speaks to survival — “I want to make money with the time I have.”

Key Lesson:

Stop trying to impress. Start trying to be clear.

Chapter 2: The Secret Weapon That Will Grow Your Business

Now that we’ve nailed the need for clarity, Miller introduces the secret weapon: STORY.

He says if you understand how stories work — like the movies we all love — you can structure your brand message in a way that pulls people in like Netflix.

The Power of Story

Every great story has these elements:

• A Hero (the main character)
• A Problem (something standing in their way)
• A Guide (someone who helps them)
• A Plan (a clear path to win)
• A Call to Action (what they must do)
• Avoiding Failure (what’s at stake)
• Achieving Success (what winning looks like)

That’s not just movie magic — it’s psychology.

Miller calls this the StoryBrand 7 (SB7) Framework, and it works because our brains are wired to follow stories.

The Big Mistake Most Businesses Make:

They make themselves the hero of the story.

“We started in 2010 with a dream to revolutionize digital commerce…”

But the truth is — your customer is the hero.
They’re the one facing challenges.
They’re the one on the journey.
You? You’re the guide (like Yoda, or Obi-Wan).

Your job is to say:

“I see your struggle. I’ve helped others like you. Here’s a simple plan. Let’s win together.”

Example:
There was a company that sold energy-efficient light bulbs. Their messaging focused on:

“Our patented lighting technology offers 50,000 hours of illumination…”

Yawn.

After using the StoryBrand method, they changed it to:

“Save money. Save the planet. With bulbs that last 15 years.”

That version works. Why?

• It solves a problem
• It’s simple
• It shows the customer how their life improves

Start watching how movies, books, and even TikToks follow the same pattern:

• Main character (your viewer) has a desire
• Faces a challenge
• Finds someone or something to help
• Takes action
• Gets a result

Now imagine using that same structure on your:

• Landing page
• Email subject line
• Product description
• WhatsApp broadcast

Game-changer.

Key Lesson:
Structure your message like a story — and always make your customer the hero.

Marketing isn’t just about being creative or using fancy words.
It’s about inviting people into a story where they win — and you are their trusted guide.

Part 2:Building your Story Brand

Chapter 3: The Simple SB7 Framework

In this chapter, Donald Miller finally unveils the heart of the book:
The StoryBrand 7-Part Framework (aka SB7)

He says if you use these 7 parts in your marketing message — like your website, ad copy, social media bios, or landing pages — your customers will finally “get it”… and buy from you.

But first… think like a movie maker.
Imagine your business is a movie. Most businesses put themselves as the main character, bragging about how great they are.

But people don’t care about your brand’s journey — they care about their own journey.

So your job?

•  Stop acting like the hero
•  Start acting like the guide who helps them win

That’s how you become the Yoda to their Luke Skywalker, the Moana’s grandma to their Moana, the coach to their rising star.

The 7 Building Blocks (SB7 Framework)

Miller then gives you the exact 7 parts every brand story should include:

1. A Character
The customer is the hero. Not your brand. Focus on what they want.

2. Has a Problem
Something is getting in the way of their desire — both external and internal problems.

3. And Meets a Guide
That’s YOU. You have two jobs: show empathy (“I understand you”) and authority (“I can help you”).

4. Who Gives Them a Plan
People need a step-by-step process or they’ll stay stuck. Show them exactly what to do next.

5. And Calls Them to Action
You must ask them to take action. “Buy now.” “Schedule a call.” “Start today.”

6. That Helps Them Avoid Failure
What will they lose if they don’t take action? Spell it out — don’t be afraid to highlight what’s at stake.

7. And Ends in Success
Finally, paint the picture: what will their life look like if they say yes to your product or service?

Let’s Apply SB7 to a Business

Let’s say you help working moms start side businesses.

Here’s how SB7 could look:

A Character – A mom who wants to earn extra income without quitting her 9–5.

Has a Problem – She doesn’t know where to start and feels overwhelmed

Meets a Guide – That’s you, a coach who’s helped 100+ moms do the same

Gives Them a Plan – “Step 1: Take the skills quiz. Step 2: Pick a business idea. Step 3: Follow our 30-day starter plan.”

Calls Them to Action – “Join our free challenge” or “Start now for ₦10,000/month”

Helps Them Avoid Failure – “Don’t spend another year stuck, watching others live your dream.”

Ends in Success – “Feel proud, independent, and finally in control of your income.”

 Boom! That’s a full story.

And it makes the customer feel like the hero of her own journey.

This chapter is the map for everything else in the book.

From here on, each of the next chapters (Chapters 4 to 10) goes deeper into each of the 7 parts of this framework — with examples, dos and don’ts, and how to apply it in real life.

If you can tell your customer a clear, simple story — where they’re the hero and you help them win — they will finally start paying attention.

Chapter 4: A Character

Who’s the Hero of the Story?
 It’s NOT you.

Donald Miller starts this chapter by reminding us:

All great stories start with a character who wants something.

In your business story, that character is your customer.
Your brand is not the hero. Your customer is.
You are the guide who helps them get what they want.

 Step 1: What Does the Customer Want?
You’ve got to define this clearly — and simply.

Think of it like this:
If you confuse what they want, they’ll bounce.

You must be able to answer this question in one sentence:

“What does my customer want, as it relates to my product or service?”

✅ Good Example:
“Busy moms want to start a profitable side hustle they can run from home.”

❌ Bad Example:
“Our customers are seeking innovative tools to harness the power of self-determination in emerging markets.”

That’s too much. People don’t talk like that — and they won’t stick around to decode your message.

Think Movie-Style

In every movie, the main character wants one clear thing:

• Moana wants to save her island 🌊
• Katniss wants to survive and protect her family
• Neo wants to understand the Matrix

Your customer? Maybe she wants to stop being broke. Maybe he wants a business that finally works.

Your job as a business owner is to focus your message around helping them get that one thing.

 Example:
Let’s say you run a book summary platform.
You could say:

“We help 9–5 professionals quickly learn the business skills they need to grow their side hustles.”

Simple. Clear. Customer-centred.

That’s the “want” — and everything in your marketing should orbit around it.

Why This Matters

If you offer too many “wants” or clutter your message with technical jargon, your customer’s brain tunes out.

Miller says: People are drawn to clarity and repelled by confusion.

So pick ONE primary want — the main desire that your product or service fulfils.

Everything else is noise.

Quick Exercise

Ask yourself:

• What does my customer want as it relates to my product?
• Can I say it in a single, simple sentence?
• Is that want obvious and desirable?

Final Takeaway 

Your customer is the hero of the story.
Your job is to identify what they want — clearly and simply — and build everything around that.

Don’t sell features.
Sell the transformation they desire.

Chapter 5: Has a Problem

Core Idea:

People don’t buy products. They buy solutions to their problems.

That’s the big message of this chapter.

If your customer doesn’t feel like you understand their problem, they won’t believe you can help them.

So here’s what Donald Miller says: If there’s no problem, there’s no story.

And if there’s no story, people don’t care.

The 3 Levels of Problems

Miller breaks problems into 3 levels. The deeper you go, the more emotionally connected your customer will feel.

1. External Problem
This is the obvious, surface-level issue.

Example: “I don’t have time to read business books.”

That’s external. It’s real. But it’s not emotional.

2. Internal Problem
This is the feeling caused by the external problem.

Example: “I feel overwhelmed and stuck because I don’t know how to grow my side hustle.”

Now you’re getting into emotion — frustration, self-doubt, confusion.

That’s what actually drives the buying decision.

Important note from Miller:

Companies tend to sell solutions to external problems, but people buy solutions to internal problems.

So, when you’re writing sales copy, landing pages, or ads — go beyond the surface.
Tap into how people feel.

3. Philosophical Problem
This is the “bigger than me” issue. The injustice or deeper belief.

Example: “Why should knowledge that helps you grow your business be hard to access? It shouldn’t.”

This taps into your customer’s values.
It adds meaning to what you offer.

 Let’s Put It Together: 

Let’s say you run a business that helps people start side hustles using book summaries.

Here’s how you frame the problem:

External: “You don’t have time to read a hundred business books.”

Internal: “You feel stuck, unsure what step to take next, and overwhelmed by all the noise online.”

Philosophical: “You deserve a clear, guided path to grow your business — without wasting time and money.”

Now THAT’S a message that connects.

Why This Works

People will buy from the brand that identifies their real frustration — and offers relief.

If you can describe their pain better than they can, they’ll automatically assume you have the solution.

Miller says: Every story needs a villain. And every brand needs to clearly define the problem it helps people overcome. 

That “villain” might be confusion, time-wasting, overwhelm, or being stuck in a boring 9–5.

Try This:
When you’re writing about your business, answer these 3 questions:

• What external problem does my customer face?
• How does that make them feel internally?
• Why is it just plain wrong that they’re stuck in this problem?

Then, use that in your emails, landing pages, and ad copy.

Key Takeaway:

You must position your product as the solution to a clear problem — especially the internal one.

No problem = no tension = no story = no sale.

Chapter 6: And Meets a Guide

 Core Idea:

Your customer is the hero. You are the guide.

Let that sink in.

Your brand is not the star of the show.
Your customer is the one going on a journey, facing obstacles, and chasing a win.

You? You’re their wise guide — like Yoda to Luke, or Mr. Miyagi to Daniel in Karate Kid.

Your job is to say:

“I understand what you’re going through. I’ve helped others. And I can help you, too.”

The Two Qualities of a Great Guide

Miller says every great guide must display two key traits:

1. Empathy (“I feel you.”)
This is about showing that you understand your customer’s pain, fear, or frustration.

Why?

Because people don’t trust know-it-alls.
They trust people who get them.

So use empathetic phrases in your copy like:

• “We know how hard it is to launch a business while working a 9–5.”
• “You’re not lazy — you’re just overwhelmed with too much information.”
• “We’ve been there — and we found a better way.”

These simple statements instantly build emotional connection.

2. Authority (“I can help you.”)
Empathy opens the heart.
Authority seals the deal.

People want to know: Have you done this before? Have you helped others like me?

You don’t need to brag. Just show quiet, confident proof like:

• Testimonials
• Success stories
• Media features
• Years of experience
• Specific results you’ve helped others achieve

Position your authority as a service, not a flex.

Example:
“We’ve helped over 200 professionals start profitable side hustles — and we’d love to help you too.”

That feels inviting, not arrogant.

Example
Let’s say you’re promoting your book summary business for new entrepreneurs.

You could write:

“We know what it’s like to want more but not know where to start. That’s why we created a simple platform that helps 9–5 professionals learn business skills in 15 minutes a day. With over 600 summaries and a proven roadmap, you won’t waste another year stuck.”

Boom. ✅

You showed empathy (we know what it’s like)

You showed authority (we have 600+ summaries + a roadmap)

One More Thing — Don’t Be the Hero

Most brands try to prove they’re amazing — but that turns people off.

Imagine a fitness coach saying:

“I have a 6-pack, 500k followers, and I eat raw spinach for fun!”

Yikes. But what if she said:

“I used to cry in dressing rooms. Then I learnt how to make small changes that worked. I’ve helped 300 women do the same.”

Now you’re leaning in.

That’s the power of guide energy.

Quick Script Formula:

To position yourself as a guide, use this simple combo:

Empathy statement + Authority signal

Example:

“Starting a business can feel overwhelming — we’ve been there. That’s why we built a step-by-step platform that’s helped hundreds of new entrepreneurs launch confidently.”

Key Takeaway:

“If your customer is the hero, you must be the guide — showing empathy and authority — to win their trust.”

You’re not the star. You’re the coach, the mentor, the helper.
And that makes you indispensable in their story.

Chapter 7: Who Gives Them a Plan

Core Idea:

People don’t take action unless they’re shown exactly how.

This chapter is all about one thing:

• Your customer might like you…
• They might trust you…
• But they still won’t buy — unless you show them a clear, simple path to follow.

No path = no progress.
No progress = no purchase.

So, as the guide, it’s your job to say:

“Here’s how we’ll do this, step by step.”

Why a Plan Matters

When people are confused, they freeze.
When people feel unsure, they delay.

If you don’t give your customer a plan, their brain starts thinking:

• “Is this risky?”
• “Will this work for me?”
• “What’s the first step?”

And guess what happens?
They walk away.

So your job is to eliminate confusion and reduce risk with a clear plan.

 Two Types of Plans You Can Use

Donald Miller gives you two super simple plan types. You can use one — or both — depending on your business.

1. The Process Plan
 Tells people exactly how to start working with you.

This is great for service-based businesses, coaches, or platforms.

Example:

How It Works:

• Join the free onboarding group
• Access your first 2 premium summaries
• Start learning and take your business idea live

Simple. Doable. Low pressure.

 Tip: Keep it to 3–4 steps max. If it’s too long, it becomes another problem.

2. The Agreement Plan
Builds trust by addressing fears. It’s like saying: “We’ve got your back.”

This plan reassures people you’re safe to work with.

Example:

• Our Promise to You:
• Cancel anytime
• 100% money-back guarantee
• You keep your summaries even if you leave

This kind of plan removes the emotional resistance that keeps people from buying.

Example: A Book Summary Platform
Let’s say you’re promoting your premium business book library + mentorship for side hustlers.

Here’s how you could write your Process Plan:

• Ready to grow your side business?
• Sign up for a free onboarding experience
• Learn from 2 premium summaries + mentorship
• Upgrade anytime to unlock 608+ summaries, roadmap & community

And your Agreement Plan:

We make it easy:

• No risk, cancel anytime
• All access for just ₦10,000/month
• 7-day money-back guarantee if you don’t love it

See how that instantly makes people feel safe and guided?

Big Tip from Donald Miller:
People want to be led. They are looking for someone to give them a plan.

If you don’t give it to them, they’ll either get overwhelmed or go to someone who does.

Use This Plan Formula:

Call out Title: How It Works
Step-by-step bullets (3–4 max)

Optional subtitle: What You Can Expect
Agreement bullets (to reduce risk and build trust)

Key Takeaway

• A clear plan removes confusion and builds confidence. That’s what moves people to buy.
• Your customer has the desire and the problem.
  But they won’t act without a clear next step.
  So give them that plan — and they’ll trust you to guide them.

Chapter 8: And Calls Them to Action

Core Idea:

People don’t take action unless they are challenged to take action.

Donald Miller is crystal clear on this: If there’s no clear call to action, your customer won’t move.

Even if they love your product.
Even if they trust you.
Even if they’re dying to solve their problem.

If you don’t ask them to act — they won’t.

Two Types of Calls to Action

There are two kinds of CTAs (Calls to Action) that every brand should use:

1. Direct Call to Action
This is the big, bold ask. You’re telling them exactly what to do next.

Think:

• “Buy Now”
• “Join Today”
• “Schedule a Call”
• “Start Free Trial”
• “Book Your Spot”

Miller says you are to make this button BIG and OBVIOUS on your website.
Don’t be shy.
Don’t hide it at the bottom.

Put it at the top, in the middle, and at the end.
Because people scroll. And skim. And forget.

2. Transitional Call to Action
 This is for people who aren’t ready to buy yet.

You’re still building trust and giving value, so you offer a low-commitment, high-value freebie.

Think:

• “Download Free Sample”
• “Watch the Free Webinar”
• “Get the Free Guide”
• “Join the Free WhatsApp Group”

Miller says transitional CTAs act like a bridge.
They turn strangers into warm leads.

Why This Works

Your customer is already in a story.
But they need someone to nudge them toward the next step.

If you don’t ask them to act, they’ll stay in limbo.
And businesses die in limbo.

A weak or hidden CTA is one of the biggest reasons websites don’t convert.

 Example: A Business Book Summary Platform
Here’s how the CTAs could look:

Direct CTA:

“Subscribe Now — ₦10,000/month for all-access learning + mentorship”

Or on your button:
 Start Learning Today

Transitional CTA:

“Join our free WhatsApp onboarding group. Get 2 premium book summaries + 1-month mentorship — free!”

This CTA is perfect for people who want to try before they commit. And when they love the value, they’re more likely to upgrade.

Don’t Do This:
Miller warns against passive CTAs like:

• “Learn More”
• “Contact Us”
• “Explore”
• “See Options”

These don’t inspire action. They’re vague, forgettable, and leave the customer hanging.

Instead, make it clear:

“Here’s what to do. Here’s what you’ll get. Let’s go.”

 Hot Tip from the Book:
Always assume your customer will do nothing unless you call them to action.

Say it early. Say it often. Say it clearly.

Website Must-Have:

Put your direct CTA button in:

• The top right of your website
• The hero section (top half of homepage)
• Repeated throughout the page

Use consistent language on all your buttons. Don’t say “Start Here” in one place and “Get Access” somewhere else. Keep it uniform.

Key Takeaway:

“Your customer won’t act unless you invite them to. So ask them to take the next step — boldly, clearly, and often.”

You’re not being pushy.
You’re being helpful.
You’re offering a way out of their frustration.
So make it easy for them to say YES.

Chapter 9: That Helps Them Avoid Failure

Core Idea:

Every good story has stakes.

If nothing’s at risk, the story is boring.
Same goes for marketing.

If your customer doesn’t know what they’ll miss out on if they don’t buy your product…
They won’t feel urgency.
They’ll smile, nod, and scroll away.

Why Stakes Matter

Donald Miller puts it like this: Without a sense of urgency, people will not take action.

That doesn’t mean you have to scare people.
But it does mean you have to show them what’s at stake if they don’t take action.

Because people are motivated by two things:

• Desire for success
• Desire to avoid failure

Most brands focus only on the success part:

“Look how amazing your life will be!”

But if you never mention the cost of inaction, your offer loses power.

Types of Failure You Can Highlight

Depending on your industry, here are some types of “failure” you can gently hint at:

Missed Opportunity

• “What if your biggest business idea never sees the light of day?”
• “You could be losing thousands every month by not automating this.”

Emotional Pain

• “Still feeling invisible every time you walk into a room?”
• “Are you tired of waking up dreading work?”

Practical Consequences

• “If you don’t file your taxes properly, you could face penalties.”
• “Without security cameras, your property is vulnerable.”

 Social Pressure or Regret

• “Don’t be the one who said ‘I wish I started sooner.’”
• “Your competitors are already using this tool.”

The goal isn’t to guilt-trip your customer — it’s to shine a light on what’s at risk if they stay stuck.

 Examples from Different Businesses

 Fashion Brand

“Still wearing what’s ‘safe’ instead of what is you? Your style speaks before you do — make sure it’s saying the right thing.”

Here, the failure is invisibility or lost confidence.

SaaS Tool for Small Businesses

“Still using spreadsheets for invoicing? Errors, missed payments, and frustrated clients are costing you more than time.”

The failure here is lost money and credibility.

Online Coaching Program

“Most people wait for the perfect time to launch. Spoiler: that time never comes. Don’t wait another 6 months to start what could change your life.”

The failure is wasted time and lost potential.

Parenting App

“Your child’s early years are critical. Don’t miss the chance to support their growth with simple daily prompts.”

Failure here? Regret. Missed moments. Lack of support during key years.

 E-commerce Brand (Skincare)

“Not all acne fades on its own. Waiting too long can leave scars — on your skin and your confidence.”

The failure is permanent damage — both physical and emotional.

Here is a Gentle Warning From the Author:

Don’t overdo it.

This isn’t about using fear as a weapon. It’s about gently reminding people what’s at stake.

Think of it like a GPS:

• Success = the destination you want to take them to
• Failure = what happens if they take the wrong turn

Your job is to say:

“Here’s what could happen if you don’t make this change. But don’t worry — I can help you avoid that.”

Practical Tip: Use the Word “Avoid“
Miller says a simple word like “avoid” does a lot of work.

Try these:

• “Avoid wasted time”
• “Avoid high costs”
• “Avoid looking unprofessional”
• “Avoid burnout”
• “Avoid missing another milestone”

It’s not aggressive — it’s just truth, softly spoken.

Key Takeaway:

• “If there’s nothing to lose, there’s no reason to act.”
• You don’t need to scare your customer — but you do need to show them what they’re risking by doing nothing.

Highlight the failure.
Then position your brand as the path to safety, clarity, and success.

Chapter 10: And Ends in Success

Core Idea:

Your customer needs to see what their life will look like after buying from you.

They’ve made it this far in the story:

• They’re the hero 
• They’ve faced a problem 
• They met a guide (that’s you!) 
• You gave them a plan 
• You called them to action 
• You showed what could go wrong 

Now… you need to paint the happily-ever-after.

Why You Must Show the Win

Donald Miller says:

People are drawn to a vision of what their life could look like if they engage your brand.

You need to give them a clear, exciting picture of success.

If they can see the result, they’re more likely to take action.

Think of These Questions:

• What does success look like for your customer?
• How will they feel after using your product or service?
• What will they be able to do that they couldn’t before?
• What problems will be gone?

Success is not just about “features” — it’s about transformation.

 Diverse  Examples

Let’s run through a few different types of businesses so you can see how to apply this.

 Online Business Coach
“After 90 days, you’ll finally have clarity, confidence, and a working business plan you can execute — even with a 9–5.”

Success = confidence, direction, momentum

Skincare Brand

“Imagine waking up with clear skin, no filters needed. You’ll feel confident walking into meetings, dates, or just scrolling through your selfies.”

Success = confidence, peace of mind, ease

 SaaS Productivity App

“With our tool, you’ll save 10+ hours a week and finally stop feeling like you’re drowning in to-do lists. Focus on what matters — not what’s urgent.”

Success = time freedom, clarity, calm

E-commerce (Meal Prep Kit)

“Dinner is done in 15 minutes, and your kids are actually eating vegetables. You’ll save time, reduce stress, and eat healthier — without the hassle.”

Success = convenience, healthy habits, proud parenting moment

 Online Learning Platform

“Master high-income digital skills in under 3 months — from home. Get certified, build a portfolio, and start earning from global clients.”

Success = new income, skill mastery, freedom

The “Success Snapshot” Trick

Here’s a strategy Miller suggests:

Show them a “success snapshot” — a short, vivid image of life after buying.

Example (for a home cleaning service):

“You walk through the door. The house smells like lemon and peace. No clutter. No dishes. Just calm.”

That’s powerful. You can see it. You feel it.

Bonus: Use Social Proof to Amplify Success
People trust real results. Show:

• Testimonials
• Before & afters
• Data or stats
• Success stories from past clients

Example:

“Over 5,000 moms have used our guide to launch profitable side hustles — even with kids at home.”

Now the success isn’t just a promise — it’s proven.

 The Three Buckets of Success You Can Emphasize:

• Status – “Feel like a pro.” “Stand out.” “Be the go-to expert.”
• Well-being – “Get peace of mind.” “Feel calm and in control.”
• Resources – “Save time.” “Make money.” “Get more done.”

Choose 1–2 that your ideal customer deeply cares about — and make sure those outcomes shine in your content.

Key Takeaway:

Your brand is not just solving a problem — it’s offering a transformation.

So show it. Let people visualize the win.

Help them imagine life after the “yes.” That’s what moves people to buy.

PART 3: Implementing Your StoryBrand Brand Script

Chapter 11: People Want Your Brand to Participate in Their Transformation

Core Idea:

People don’t just buy products — they buy identity transformation.

This chapter flips the way most people think about branding.

Miller says: When we stop positioning our products as stuff and start positioning them as tools to help people become a better version of themselves, we win.

In simple terms:

• You’re not selling stuff.
• You’re selling a new version of the customer.

Think Movie, Not Marketing

Every great story involves transformation. Think:

Moana → scared island girl → confident wayfinder

Iron Man → selfish genius → self-sacrificing hero 

Elle Woods → underestimated blonde → Harvard Law powerhouse 

Your customer wants the same thing: to become someone new.

Ask This Key Question:

“Who does my customer want to become after using my product?”

That answer should shape your entire message.

You’re not just helping them solve a problem — you’re helping them:

• Be a better parent
• Build a smarter business
• Take control of their time
• Feel more confident
• Live with purpose

 Examples (Diverse Industries)

Fitness Coach
Product: Online fitness program

Before: Tired, inconsistent, confused

After: Strong, energized, disciplined

Message: “Become the strongest version of yourself — even with a busy schedule.”

Public Speaking Course
Product: Coaching for shy professionals

Before: Afraid to speak in meetings

After: Confident communicator

Message: “Transform into the speaker who owns the room.”

Virtual Assistant Agency
Product: On-demand admin help for entrepreneurs

Before: Overwhelmed and buried in tasks

After: Focused, organized, in control

Message: “Step into your CEO role — we’ll handle the rest.”

Skincare Brand
Product: Natural skin repair

Before: Insecure, hiding behind filters

After: Fresh-faced confidence

Message: “Glow confidently — no filter needed.”

Shift From Product-Focused to Identity-Focused

Most brands say:

“We sell book summaries.”

But a StoryBrand message says:

“We help 9–5 professionals become confident entrepreneurs — by mastering business skills one summary at a time.”

See the difference?

You’re now offering an identity upgrade. 

Brand Message Formula from Miller:

“Our brand exists to help people become [aspirational identity].”

Plug your own audience + transformation into that.

Examples:

• “Our brand exists to help women become confident business owners.”
• “We help professionals become highly paid freelancers.”
• “We help introverts become influential storytellers.”
• “We help side hustlers become full-time entrepreneurs.”

When you use identity language, people start to see your product as a vehicle to their dream self.

And that’s magnetic.

Key Takeaway:

• Don’t just sell the product. Sell the transformation
• Know who your customer wants to become
• Use your brand messaging to reflect that identity
• Show them that buying from you = becoming that person

Chapter 12: Building a Better Website

Core Idea:

Your website should clearly tell a story — your customer’s story.

And that story should be obvious in seconds.

Donald Miller says: If you confuse, you lose. And most websites confuse.

People don’t visit your site to admire the layout or explore every page.
They’re asking:

• “Can this brand help me survive or thrive?”

So let’s make sure your website answers that fast and clearly.

5 Key Elements Every Website Must Have

1. A Clear and Simple Header (a.k.a. the top of your homepage)

This is the first thing people see — and it needs to answer these three questions instantly:

• What do you offer?
• How will it make my life better?
• How can I get it?

Formula:
[Product or service] that helps [target audience] [solve problem or reach goal]

Examples:

• Business Skills for 9–5 professionals — Learn, Build, and Launch Your Side Hustle Fast
• Custom Skincare that Heals Your Skin, Not Just Covers It
• Virtual Assistants That Save You 20+ Hours a Week

Then add a clear Call-to-Action Button (e.g., “Start Free Trial,” “Join Now,” “Book a Call”).

2. Call People to Action — Boldly and Repeatedly

Don’t be shy.
Miller says your CTA (Call to Action) should be:

• Big or bold
• Clear
• Everywhere

Place it:

• In the top right of your menu
• Right under your homepage headline
• In the middle of the page
• At the bottom of the page
• And even on each product/service section

Use direct CTAs like:

• Buy Now
• Join the Free Group
• Book a Strategy Call
• Subscribe Today

Avoid vague CTAs like “Learn More” or “Explore.”

3.  Images That Show Success (Not Just the Product)

Your photos should reflect how life looks after using your product.

You’re selling the emotion, transformation, or result — not just the thing.

Good Visuals:

• A glowing woman confidently walking into a boardroom (for a personal branding coach)
• A busy mom smiling while working on a laptop with a calm toddler beside her (for an online business platform)
• A happy couple lounging in a clean Airbnb apartment (for a short-let company)

Avoid boring stock photos or random laptop flat-lays that say nothing.

4. A Brief Explanation of What You Offer

Use one short paragraph to explain how your product or service works.

Don’t overdo it with jargon or features.
Keep it simple. Keep it customer-focused.

Example:
“We offer bite-sized book summaries, business blueprints, and weekly mentorship designed to help busy professionals launch and grow successful side hustles — without burnout.”

Then follow it up with bullet points like:

• 600+ summaries (text, audio, video)
• One-on-one mentorship included
• Action worksheets and quizzes
• Affordable pricing with a money-back guarantee

Keep it scannable and friendly.

5. Include a Success Plan or Step-by-Step

Miller recommends outlining 3–4 simple steps to help people visualize how easy it is to get started.

Example (for an online course platform):

How It Works:

• Choose a skill
• Complete your first lesson in 15 minutes
• Apply it to grow your income

This reduces friction and makes the process feel doable.

Eliminate the Noise

Miller warns that many websites are cluttered with:

• Too much text
• Too many options
• Irrelevant graphics
• Complicated navigation

If your visitor has to think, they’ll leave.

So cut the fluff. Stick to clarity and flow.

Recap Checklist

Ask yourself:

•  Is my header clear and customer-focused?
• Is my main CTA bold and everywhere?
• Do my images reflect the customer’s desired success?
•  Is my offer explained simply and benefit-driven?
• Have I shown a 3-step plan for how to work with me?

If you can check all of these off, your site is set up to convert like a pro.

Key Takeaways:

• Your website is not a work of art. It’s a sales tool.
• Clarity wins. Confusion kills.

When people land on your homepage, they should know:

• Who you are
• What you offer
• How it helps them
• And what to do next

No guesswork. No friction. Just a smooth, confident path to YES.

Chapter 13: Using Lead Generators to Collect Emails

Core Idea:

You can’t sell to people who don’t know you.
But you can start a relationship by offering something valuable — for free — in exchange for their email.

This is where the magic begins. 

 What’s a Lead Generator?

A lead generator is something valuable and free that solves a specific problem for your ideal customer — and gets them to gladly trade their email address for it.

Think:

• Ebooks
• Checklists
• Free templates
• Webinars
• Cheat sheets
• Mini-courses
• Video series
• Free tool or quiz
• Trial access or samples

As Donald Miller says: your lead generator must provide so much value that people would have gladly paid for it.

Why Lead Generators Work

Most people won’t buy on first contact.
They need time to:

• Know you
• Trust you
• Believe you can help

A great lead generator says:

“Here’s something useful. No strings. Let me help you first.”

That builds trust fast.

And once they’re on your email list, you can nurture them into buying later.

Lead Generator Examples (Across Different Industries)

Skincare Brand
 Freebie: “The 7 Mistakes That Are Keeping You from Clear Skin (And What to Do Instead)”

Solves: “I’ve tried everything and nothing works.”
Builds trust by offering education first.

Business Coach for Moms

Lead magnet: “Your 30-Day Side Hustle Kickstart Plan (Even If You Only Have 1 Hour a Day)”

Solves: “I want to earn more, but I don’t have time.”
Shows empathy and authority.

SaaS Tool (e.g. for freelancers)

Download: “Client Proposal Template That Wins Projects (Used by 10k+ Freelancers)”

Solves: “I hate writing proposals and don’t know what to say.”
Quick win + gives a taste of the product.

 How to Create a Powerful Lead Generator

Here’s a simple framework you can follow says Miller:

• What problem is your audience experiencing right now?
• What quick win can you give them that provides clarity or momentum?
• Can you package that into a downloadable PDF, video, checklist, or free group?

Put it behind an email form. Start a follow-up sequence after they download it.

 What Happens After the Email?

Your lead generator isn’t the end — it’s the beginning.

Once someone joins your list:

• Send them a welcome email
• Deliver the freebie immediately

Send follow-up emails that:

• Reinforce your authority
• Highlight client wins
• Overcome objections
• Invite them to buy

This is called a nurture sequence, and it’s what turns leads into loyal customers. 

Don’t just collect emails. Build trust. Start conversations. Show up consistently.

Key Takeaway:

• If you want to grow your business, you need a lead generator that solves a problem — and a follow-up system that builds a relationship.
• No more vague pop-ups saying “Join Our Newsletter.” 
  Instead, offer something specific, valuable, and irresistible.

Chapter 14: Creating an Email Drip Campaign

 Core Idea:

People rarely buy after just one email.
That’s why you need a drip campaign — a series of automated emails that nurtures leads and gradually moves them toward a “yes.”

What Is a Drip Campaign?

Think of it like dating.
You don’t meet someone and ask them to marry you right away, right?

You:

• Introduce yourself
• Build connection
• Show value
• Earn trust
• THEN invite commitment

That’s what a good email drip does. It walks your subscriber through a mini-story where they are the hero — and you’re the guide who helps them win.

Structure of a High-Converting Email Sequence 

Miller recommends starting with a 5-email sequence. Here’s what each one should do:

Email 1: The Welcome + Freebie Delivery
“Here’s your free gift — and what to expect next.”

• Deliver the lead magnet you promised
• Set expectations (“Over the next few days, I’ll show you how to [achieve X]”)
• Lightly introduce your offer in a friendly, no pressure way

Example Subject Line: “Your Free Copy Inside + What’s Coming”

Email 2: The Problem + Your Empathy/Authority
“Here’s the real problem you’re facing — and we understand.”

• Call out the pain point your audience is struggling with
• Show you’ve been there
• Highlight how others overcame it with your help

Example Subject Line: “Why You’re Still Stuck (And How to Get Unstuck Fast)”

Email 3: The Plan + Success Vision
“Here’s how you can win — and how we’ll help.”

Outline the simple plan again (remember Chapter 7?)

• Paint a vivid picture of success
• Add a soft CTA: “Want to see how it works?”

Example Subject Line: “The 3 Steps to Finally [Achieve Goal]”

 Email 4: Testimonial + Social Proof
“It worked for them — it can work for you too.”

• Share a real story or quote from a customer
• Include before/after contrast
• Build belief that this works for people just like them

Example Subject Line: “How Tolu Went from Overwhelmed to Booked Solid in 30 Days”

Email 5: Direct Sales Email (with Scarcity or Urgency)
“It’s time. Let’s go!”

• Remind them what’s at stake (Chapter 9)
• Show the win (Chapter 10)
• Use urgency (limited-time bonus, price going up, free group closing, etc.)
• Include bold CTA: Buy now, join today, book your call

Example Subject Line: “Doors Close Tonight — Join Now and Get X Bonus”

Sequence Examples Across Niches

Business School Platform

• “Your Free sales mini course Inside”
• “Why Most New Entrepreneurs Fail (and How to Avoid It)”
• “How to Build a Business in Just 3 Steps (Even with a 9–5)”
• “This Busy Mom Launched Her Side Hustle in 30 Days”
• “Offer Ends Tonight — Join Now and Get 1-on-1 Mentorship Free”

E-commerce Fashion Brand

• “Your Style Guide Is Inside”
• “The #1 Mistake Women Make with Outfits”
• “3 Simple Style Rules That Flatter Every Shape”
• “See How Lola Transformed Her Look for Less Than ₦15k”
• “48 Hours Left to Grab 15% Off Your First Order”

 Online Course Platform

• “Start Your Free Mini-Course Now”
• “Why You’re Still Not Earning from Your Skills”
• “Here’s How to Start Freelancing (in Just 3 Steps)”
• “Chidi Went From ₦0 to ₦400k/month With This Skill”
• “Course Discount Expires Tomorrow — Don’t Miss It”

 Common Mistakes to Avoid

• Writing boring, feature-heavy emails
•  Making it all about YOU (focus on the reader)
• Sending everything at once (space them out — daily or every 2 days)
• Skipping the CTA (every email should have one)

Key Takeaway:

A drip campaign helps you build trust, position your offer, and guide your customer toward action — one email at a time.

It’s like storytelling via inbox. And it works.

Chapter 15: Collecting and Reporting Data

Core Idea:

What gets measured gets improved.

If you’re not watching the numbers, you’re just guessing.
This chapter is all about using data to:

• Understand your customers better
• Optimize your marketing
• Increase conversions
• Scale what works

And don’t worry — Miller keeps it simple. You don’t need to be a data scientist.

What Should You Be Tracking?

Donald lays out a few key areas you should keep your eyes on — so you know what’s moving the needle. Here they are:

1.Website Analytics

Use Google Analytics or similar tools to answer questions like:

• How many people visit my site daily/weekly/monthly?
• Which pages do they visit most?
• How long are they staying?
• Are they clicking my CTAs?
• What’s my bounce rate (people leaving without doing anything)?

If you’ve applied the StoryBrand layout (like in Chapter 12), these numbers help you measure impact.

2. Email Metrics

Whether you’re using Mailchimp, ConvertKit, Flowdesk, or another platform, track:

• Open Rate – Are your subject lines working?
• Click Rate – Are people taking action in your emails?
• Unsubscribes – Are you sending too often or being unclear?
• Conversions – Are emails leading to actual purchases?

If your open rate is low, tweak your subject lines.
If people aren’t clicking, try rewriting the body or CTA.
Simple shifts = big results.

3. Conversion Rates

This tells you what percentage of visitors actually become customers.

Track:

• Landing page conversion rate
• Checkout page completion rate
• Opt-in form conversions

Even small tweaks — like rewriting your CTA button — can double your conversion rate.

Example:
If 100 people visit your sales page and 2 buy, that’s a 2% conversion rate.

Improve your offer, testimonials, or urgency… and you could push that to 5–8%.

4. Lead Magnet Performance

You should also track:

• How many people are downloading your freebie
• Which sources (Instagram? LinkedIn? WhatsApp?) are bringing the best leads
• Which lead magnets result in the highest sales later

This helps you know:

• What kind of free offers your audience loves
• Which ones to drop
• Which ones to scale with ads

5. Customer Feedback & Behaviour

Some of the best data isn’t in charts — it’s in conversations.

Ask:

• “Why did you choose us?”
• “What almost stopped you from buying?”
• “What would make this even better?”

Use surveys, DMs, and even WhatsApp group comments as qualitative data to refine your message and offer.

Iterate. Don’t Assume.
Miller says: StoryBrand marketing is not a one-time event. It’s a continuous process of refinement.

So you:

• Launch
• Measure
• Learn
• Improve
• Repeat

You don’t need to change everything — just keep optimizing what already works.

Tools You Can Use:

• Google Analytics – Website traffic
• Hotjar or Microsoft Clarity – See how people behave on your site (scroll, click, hover)
• Email platforms (ConvertKit, Mailchimp, etc.) – Open & click tracking
• Google Sheets or Notion – Track results weekly in one place
• Simple surveys (via Typeform or Google Forms) – For direct feedback

Key Takeaway:

Your marketing story is never finished. Every month, your data tells you how to make it better.

If you stay curious and keep listening to the numbers and your audience, you’ll never run out of ways to improve — and your business will keep growing.

Get the  full book

Here is what you need to start doing right now to implement the strategies in Building a Story Brand: 

1. Clarify Your Brand Message Using the SB7 Framework

| Time: 1–2 hours

Step-by-Step Instructions:

Open a Google Doc or use a printed worksheet.

Write down answers to these questions using this StoryBrand worksheet:

• Who is your customer?
• What problem are they facing?
• How do you guide them?
• What plan do you give them?
• What should they do next?
• What happens if they fail to follow your solution road-map?
• What success will they experience if the follow your solution road-map?

Rewrite your elevator pitch using this formula:

“We help [target audience] who [problem] by [solution], so they can [result].”

 Timeframe:
1–2 hours total. Set aside quiet time and treat this like business strategy.

Challenges & Fixes:

Challenge: “I’m not sure who my customer really is.”
Fix: Interview your current or past customers. Look for patterns in what they struggle with and you will know the exact problem your ideal customer is facing and you also know who they are.

Challenge: “Too many ideas.”
Fix: Focus on just one product or customer segment to start.

 Metrics to Track:

• You can clearly state what you offer in one sentence.
• When you share it, people respond with “Oh wow, I need that.”

 2. Rewrite Your Website Homepage Using StoryBrand

 Time: 2–3 hours

 Step-by-Step Instructions:

Open your homepage and look at the first screen (the “header”).

Replace generic text with:

• A clear headline stating what you offer + how it helps.
• A strong CTA (e.g., “Join Now,” “Start Free Trial”).

Add 3 essential sections:

• A short success plan (3 steps).
• Testimonials or client results.
• A visual picture of success (text or image).

Timeframe:
2–3 hours to revise content (excluding full website redesign).

Challenges & Fixes:

Challenge: “I’m not good with words.”
Fix: Use a copywriting AI tool or borrow language from your best testimonials.

Challenge: “I’m afraid to be too simple.”
Fix: Remember: If you confuse, you lose. Clarity beats cleverness.

Metrics to Track:

• 
  Bounce rate drops on your homepage
• More people click your CTA button
• Visitors spend longer on your site

 3. Create a Simple Lead Generator to Grow Your Email List

 Time: 1–2 days

Step-by-Step Instructions:

Pick a quick problem your customer faces.
Example: “I don’t know how to get clients.”

Create a short, valuable resource:

Checklist, 1-page PDF, video, quiz, cheat sheet.Use Canva, Google Docs, or Notion. 

Set up a landing page with an email opt-in form using platforms like:

Mailchimp

ConvertKit

Systeme.io (great for beginners)

Promote it in your:

WhatsApp bio, Instagram link, LinkedIn posts, email signature

Timeframe:
1–2 days to create and publish

 Challenges & Fixes:

Challenge: “I don’t know what to create.”
Fix: Ask your audience: “What’s the one thing you wish you had a shortcut for?”

Challenge: “I’m not techy.”
Fix: Use done-for-you templates on ConvertKit or Leadpages.

Metrics to Track:

• Number of new email subscribers per week
• Landing page conversion rate (goal: 20%+)

4. Build a 5-Email Nurture Sequence

 Time: 2–4 days

Step-by-Step Instructions:

Map out 5 email topics:

• Welcome + freebie
• Talk about the customer’s problem
• Introduce your plan
• Share a testimonial
• Invite them to take action

Write each email like a short conversation, not a brochure.

Set up automation in your email tool to send 1 email every day or every 2 days.

Timeframe:
1–2 days to write + 1 day to automate

Challenges & Fixes:

Challenge: “What do I say?”
Fix: Reuse content from your website or lead magnet. Don’t overthink tone — write like you speak.

Challenge: “I don’t want to sound salesy.”
Fix: Focus on the value of your product — not pushing the product.

Metrics to Track:

• 
  Open rates (goal: 30%+)
• Click rates (goal: 3%–5%)
• Replies or conversion (actual buys or bookings)

5. Install a Simple 3-Step Success Plan in All Your Offers

Time: 2 days

Step-by-Step Instructions:

Simplify how customers work with you.

Example:

Step 1: Join the platform

Step 2: Choose a skill path

Step 3: Start building your business

Display this on:

• Your homepage
• Sales pages
• Landing pages
• Email campaigns

Use icons or visuals to make it easy to scan.

Timeframe:
1 day to brainstorm, 1 day to add to your pages

Challenges & Fixes:

Challenge: “I do so much — how do I make it 3 steps?”
Fix: Think of steps as high-level milestones, not tasks.

Metrics to Track:

• Lower drop-off during on-boarding
• Increased clarity and fewer support questions
• More conversions on your service/sales page

6. Add Visuals That Show the Customer’s Success

Time: 3–5 days

Step-by-Step Instructions:

Replace abstract graphics or stock photos with:

• Real customer photos (with permission)
• Before/after images
• Screenshots of dashboards, wins, testimonials

For service businesses:
Show people smiling, relaxed, productive — the outcome you promise.

Create a “Success Snapshot” at the top of your homepage:

“Imagine logging in every Monday, knowing exactly what to work on. That’s the power of a clear roadmap.”

Timeframe:
2–3 days to collect visuals + 1–2 days to update

Challenges & Fixes:

Challenge: “I don’t have pictures.”
Fix: Ask your happy clients for permission to use photos or testimonials. Offer a reward or bonus for submissions.

Challenge: “I’m not good at design.”
Fix: Use Canva templates or hire a low-cost freelancer for light edits.

Metrics to Track:

• Engagement (scroll rate, time on page)
• Social proof click-through
• Testimonials shared or saved

7. Start Measuring What’s Working Every Week

Time: 30 mins weekly

Step-by-Step Instructions:

Create a simple Google Sheet or Notion tracker with:

• Website visitors
• Email list growth
• Lead magnet downloads
• Open/click rates
• Sales or bookings

Check once a week and ask:

• “What’s working?”
• “What needs improving?”

Make 1 tweak per week based on what you see.

Timeframe:
15–30 mins/week

Challenges & Fixes:

Challenge: “I don’t know how to find my data.”
Fix: Use Google Analytics for website data, ConvertKit or Mailchimp for email, and ask ChatGPT for help with reading reports.

Challenge: “I get overwhelmed.”
Fix: Track just 3 numbers: traffic, email signups, and sales. That’s enough for now.

Metrics to Track:

• Weekly leads
• Email open and click rates
• Sales conversion rate
• Funnel drop-off points

Final Tip: Progress > Perfection

This isn’t about launching everything overnight.

Start with your brand message, then move to your website, email, and tracking. One block at a time builds your brand castle.