storybrand-messaging
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ChineseStoryBrand Messaging Framework
StoryBrand品牌信息框架
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.
这是一套用于梳理品牌信息、让客户愿意倾听的框架。它基于一个核心事实：客户不会购买最好的产品，而是会购买他们最快能理解的产品。
Core Principle
核心原则
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.
客户是英雄，而非你的品牌。 你的品牌是帮助英雄取得成功的向导。当你将自己定位为英雄时，你就和客户形成了竞争关系；当你将自己定位为向导时，你是在为客户服务。
Scoring
评分标准
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.
目标：10/10分。 在审核或创作营销文案或品牌信息时，根据以下原则为其评分（0-10分）。10分意味着完全符合所有准则；分数越低，说明存在需要改进的漏洞。请始终给出当前分数以及达到10分所需的具体改进方向。
The SB7 Framework
SB7框架
Every compelling story follows the same pattern. Use this structure for all messaging:
每个引人入胜的故事都遵循相同的模式。请将此结构应用于所有品牌信息创作：
1. Character (The Hero)
1. 角色（英雄）
The customer wants something. Be specific about what they want.
Audience Segmentation:
Different segments may have different primary desires. Create separate messaging for:
- Different roles (CEO vs. Manager vs. Individual contributor)
- Different stages (Startup vs. Scale-up vs. Enterprise)
- Different pain intensity (Aware vs. Urgent)
Rules:
- Open a story gap (desire creates tension)
- Focus on ONE desire per message (not a list)
- The desire should be related to survival (physical, financial, relational, spiritual)
- Aspirational identity is powerful ("become the leader everyone respects")
Examples:
- "You want a beautiful smile" (not "our dentistry is excellent")
- "You want to retire early" (not "we offer comprehensive financial planning")
客户有想要达成的目标。请明确他们的具体需求。
受众细分：
不同细分群体的核心需求可能不同。请为以下群体创建针对性的信息：
- 不同角色（CEO、经理、普通员工）
- 不同发展阶段（初创企业、成长期企业、大型企业）
- 不同痛点强度（有感知、迫切需求）
规则：
- 制造故事缺口（需求会产生张力）
- 每条信息聚焦一个核心需求（而非罗列多个）
- 需求应与生存相关（生理、财务、社交、精神层面）
- 理想身份具有强大吸引力（例如：“成为人人敬重的领导者”）
示例：
- “你想要拥有一口洁白的牙齿”（而非“我们的牙科技术一流”）
- “你想要提前退休”（而非“我们提供全面的财务规划服务”）
2. Problem
2. 问题
The hero faces a problem that stands in their way.
Three levels of problems:
| Level | Definition | Example (financial advisor) |
|---|---|---|
| External | The tangible, surface problem | "My investments are scattered" |
| Internal | How it makes them feel | "I feel confused and overwhelmed" |
| Philosophical | Why it's wrong/unjust | "People shouldn't have to be experts to retire well" |
The villain: Personify the problem. A villain gives the problem a face.
- Bad villain: "complexity" (abstract)
- Good villain: "Wall Street jargon designed to confuse you"
Critical: Most brands only address external problems. Internal problems drive purchasing decisions.
英雄面临着阻碍他们达成目标的问题。
问题的三个层级：
| 层级 | 定义 | 示例（财务顾问场景） |
|---|---|---|
| 外部问题 | 有形的表面问题 | “我的投资分散在不同地方” |
| 内部问题 | 问题带来的情绪感受 | “我感到困惑和不知所措” |
| 哲学层面问题 | 问题为何不合理/不公平 | “人们不应该必须成为专家才能安享退休生活” |
反派： 将问题拟人化。反派让问题有了具体的形象。
- 糟糕的反派：“复杂性”（抽象概念）
- 优秀的反派：“华尔街用来迷惑你的专业术语”
关键提示： 大多数品牌只关注外部问题，但内部问题才是驱动购买决策的核心。
3. Guide (Your Brand)
3. 向导（你的品牌）
Enter the guide—a character who has empathy AND authority.
Two qualities every guide needs:
| Quality | What it means | How to demonstrate |
|---|---|---|
| Empathy | "I understand your pain" | Use "we understand" language, describe their frustration accurately |
| Authority | "I can solve this" | Testimonials, logos, statistics, awards, experience |
Common mistakes:
- Too much authority, no empathy = arrogant
- Too much empathy, no authority = weak
- Telling your origin story (hero behavior)
此时，向导登场——一个兼具同理心与权威性的角色。
每个向导都需要具备的两个特质：
| 特质 | 含义 | 如何体现 |
|---|---|---|
| 同理心 | “我理解你的痛苦” | 使用“我们理解”这类表述，准确描述客户的挫败感 |
| 权威性 | “我能解决这个问题” | 提供客户证言、合作品牌标志、数据统计、奖项、经验资历等 |
常见误区：
- 过于强调权威性，缺乏同理心 = 傲慢
- 过于强调同理心，缺乏权威性 = 软弱
- 讲述品牌的起源故事（这是英雄的行为）
4. Plan
4. 计划
The guide gives the hero a plan. Plans create clarity and reduce fear.
Two types of plans:
Process Plan (3-4 steps to work with you):
- Schedule a call
- Get a custom plan
- Start seeing results
Agreement Plan (commitments you make to remove fear):
- "We'll never pressure you to buy"
- "100% satisfaction guaranteed"
- "Cancel anytime"
Rules:
- Limit to 3-4 steps maximum
- Use action verbs
- Number the steps
- Give each step a simple name
向导为英雄提供计划。计划能带来清晰感，减少恐惧。
两种类型的计划：
流程计划（与你合作的3-4个步骤）：
- 预约咨询电话
- 获取定制方案
- 开始看到成果
协议计划（你做出的承诺，消除客户顾虑）：
- “我们绝不会强迫你购买”
- “100%满意度保证”
- “随时可取消”
规则：
- 最多限制为3-4个步骤
- 使用动作动词
- 为步骤编号
- 每个步骤起一个简单的名称
5. Call to Action
5. 行动号召
The guide calls the hero to action. If you don't ask, they won't act.
Two types of CTAs:
| Type | Definition | Examples |
|---|---|---|
| Direct CTA | The primary action you want | "Buy Now", "Schedule a Call", "Get Started" |
| Transitional CTA | Lower commitment for those not ready | "Download Free Guide", "Watch Demo", "Take the Quiz" |
Rules for Direct CTA:
- Use a button (not a text link)
- Make it stand out visually (different color)
- Repeat it multiple times on the page
- Use action language ("Get" not "Submit")
向导号召英雄采取行动。如果你不主动提出，客户就不会行动。
两种类型的行动号召：
| 类型 | 定义 | 示例 |
|---|---|---|
| 直接行动号召 | 你期望客户采取的核心行动 | “立即购买”、“预约咨询”、“开始使用” |
| 过渡行动号召 | 针对尚未准备好的客户，门槛更低的行动 | “下载免费指南”、“观看演示视频”、“参与测试” |
直接行动号召规则：
- 使用按钮（而非文本链接）
- 视觉上突出显示（使用不同颜色）
- 在页面上多次重复
- 使用行动导向语言（用“获取”而非“提交”）
6. Success (Stakes)
6. 成功（利害关系）
Paint a picture of what life looks like after they work with you.
Three elements of success:
- Status: How will they be perceived? ("Become the go-to expert")
- Completeness: What gap will be closed? ("Finally have financial peace")
- Self-realization: Who will they become? ("Be the leader you were meant to be")
Show the transformation:
- Before/after comparisons
- Customer success stories
- Specific outcomes (numbers, results)
描绘客户与你合作后的生活图景。
成功的三个要素：
- 身份地位：他人会如何看待他们？（例如：“成为行业内的权威专家”）
- 需求满足：哪些缺口会被填补？（例如：“终于获得财务安全感”）
- 自我实现：他们会成为什么样的人？（例如：“成为你注定要成为的领导者”）
展示转变：
- 前后对比
- 客户成功案例
- 具体成果（数据、实际效果）
7. Failure (Stakes)
7. 失败（利害关系）
Paint a picture of what happens if they don't act.
Purpose: Create stakes. Without stakes, there's no story.
Rules:
- Don't overdo fear (just a taste)
- Be honest about consequences
- Focus on opportunity cost, not punishment
- Use "what if you don't" framing
Examples:
- "How long will you wait before getting this handled?"
- "Don't let another year go by feeling overwhelmed"
描绘客户不采取行动的后果。
目的： 制造紧迫感。没有利害关系，就没有故事张力。
规则：
- 不要过度渲染恐惧点（点到为止）
- 诚实地说明后果
- 聚焦于机会成本，而非惩罚
- 使用“如果你不……会怎样”的表述方式
示例：
- “你还要等多久才来解决这个问题？”
- “不要让又一年在不知所措中度过”
The One-Liner
品牌标语
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:
- "We help busy parents who struggle to cook healthy meals get fresh ingredients delivered weekly so they can feed their family nutritious food without the stress."
- "We help small business owners who feel overwhelmed by marketing create a clear message so they can grow their revenue."
Test: Can someone repeat it after hearing it once?
一句能清晰说明你业务的话。可以在任何地方使用。
公式：
[Problem] + [Solution] + [Result]结构：
“我们帮助[角色]解决[问题]，通过[解决方案]，让他们能够[成果]。”
示例：
- “我们帮助忙碌的父母解决难以制作健康餐食的问题，每周配送新鲜食材，让他们无需费心就能为家人提供营养丰富的餐食。”
- “我们帮助对营销感到不知所措的小企业主梳理清晰的品牌信息，让他们能够增加营收。”
测试标准： 别人听一遍就能复述出来吗？
Tone and Voice Guidelines
语气与语调准则
Your brand voice should be consistent across all channels while adapting to context:
Guide qualities to convey:
- Empathy: "We understand..."
- Authority: "In our experience..."
- Confidence: "Here's what works..."
- Helpfulness: "Let us show you..."
Avoid:
- Hero language: "We're the best at..."
- Jargon: Use customer's words
- Condescension: Respect their intelligence
- Weakness: Be confident, not tentative
你的品牌语调应在所有渠道保持一致，同时根据场景灵活调整：
需要传达的向导特质：
- 同理心：“我们理解……”
- 权威性：“根据我们的经验……”
- 自信：“以下是有效的方法……”
- 乐于助人：“让我们向你展示……”
需要避免：
- 英雄式语言：“我们是……领域的佼佼者”
- 专业术语：使用客户的日常用语
- 居高临下：尊重客户的智慧
- 软弱：保持自信，不要犹豫不决
Website Wireframe
网站线框图
See: references/website-wireframe.md for page-by-page structure, including interior page templates (product, about, service pages).
详情请见：references/website-wireframe.md，包含逐页结构以及内页模板（产品页、关于页、服务页）。
Brand Script Template
品牌脚本模板
See: references/brand-script.md for complete worksheet.
详情请见：references/brand-script.md，包含完整的工作表。
One-Liner Examples & Formula
品牌标语示例与公式
See: references/one-liners.md for industry examples and variations.
详情请见：references/one-liners.md，包含各行业示例和变体。
Additional Reference Files
其他参考文件
- email-sequences.md: Nurture sequence structure, welcome sequences, templates, subject line formulas
- sales-conversations.md: Discovery questions, objection handling, sales scripts
- multi-channel-consistency.md: Social media adaptation, video scripts, podcast, PR, brand voice guidelines
- email-sequences.md：培育序列结构、欢迎序列、模板、主题行公式
- sales-conversations.md：挖掘需求问题、异议处理、销售脚本
- multi-channel-consistency.md：社交媒体适配、视频脚本、播客、公关、品牌语调准则
Common Messaging Mistakes
常见品牌信息误区
| 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 |
| 误区 | 失败原因 | 修正方法 |
|---|---|---|
| 把品牌定位为英雄 | 与客户形成竞争 | 将品牌定位为向导 |
| 传递多条信息 | 让客户感到困惑 | 每个物料只传递一条清晰的信息 |
| 追求巧妙而非清晰 | 客户不会花时间解读信息 | 始终优先选择清晰 |
| 聚焦产品功能 | 客户关心的是转变 | 以成果为导向 |
| 没有清晰的行动号召 | 没有方向就没有行动 | 明确提出购买请求 |
| 没有利害关系 | 没有紧迫感就没有动力 | 描绘不行动的后果 |
| 以“我们”开头 | 以自我为中心 | 从客户的问题开始 |
Quick Diagnostic
快速诊断
Ask these questions about any marketing asset:
- Can a caveman understand what you offer in 5 seconds?
- Is the customer clearly the hero?
- Have you identified internal problem, not just external?
- Do you demonstrate empathy AND authority?
- Is there a clear 3-step plan?
- Is there one obvious CTA?
- Do you show success AND failure stakes?
If any answer is "no"—that's your problem.
针对任何营销物料，问自己以下问题：
- 普通人能在5秒内理解你提供的服务吗？
- 客户是否被明确定位为英雄？
- 你是否识别了内部问题，而非仅关注外部问题？
- 你是否同时展现了同理心与权威性？
- 是否有清晰的三步计划？
- 是否有一个明确的行动号召？
- 你是否同时展示了成功与失败的利害关系？
如果任何问题的答案是“否”——那就是你需要解决的问题。
Further Reading
延伸阅读
This skill is based on the StoryBrand framework developed by Donald Miller. For the complete methodology, worksheets, and deeper insights, read the original book:
本技能基于Donald Miller开发的StoryBrand框架。如需完整方法、工作表和更深入的见解，请阅读原著：