We all like a good story. From the recitation of epic poems to the modern-day-binge-worthy web series, stories have always played a central role in human life. And whether you prefer novels or serialized podcasts, blockbusters or flash fiction, it’s more than likely that stories have, to some extent, shaped the person you are today.

So how can you harness the power of stories if, say, you’re trying to sell a product?

People are hardwired to listen to stories and relate them to their own lives. Religions figured this out a long time ago, hence why they all use stories. Stories are simply the best possible way to transfer information into someone else’s mind and make it stick.

Whatever line of business you’re in, almost everyone nowadays is in the business of selling. Whether you’re trying to get customers to buy your product, pitch your company to investors, motivate your employees or get your teenager to do the dishes, your success will be dictated by your ability to influence, persuade and “close the sale”. And storytelling is arguably the most powerful tool in your selling toolbox. If you had to come up with an easy way to increase sales, you might think, “New website!”

But a new website, no matter how fancy and tricked out, won’t do the job if you don’t use language effectively. So how can you harness the power of prose? Well, you need to construct a clear message, one that presents your brand with no room for confusion. This message should communicate three things: Who you are. What you’re here to do. And why a customer should choose you instead of someone else.

Create a message as catchy as a melody by making it into a story. To make this process easier, you should employ the StoryBrand 7-part Framework, or the SB7 Framework for short. The SB7 Framework consist of seven principles.
• Storybrand Principle One: The Customer is the Hero, not your brand.
• Storybrand Principle Two: Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.
• Storybrand Principle Three: Customers aren’t looking for another hero; they’re looking for a guide.
• Storybrand Principle Four: Customers trust a guide who has a plan.
• Storybrand Principle Five: Customers do not take action unless they are challenged to take action.
• Storybrand Principle Six: Every human being is trying to avoid a tragic ending.
• Storybrand Principle Seven: Never assume people understand how your brand can change their lives. Tell them.

Story is the most powerful tool in the world to captivate the human brain. When you learn to use story in your brand’s communication, your customers will finally pay attention to what you’re saying. You can learn to use story to clarify your message.

In sum…

There is a way to make your marketing efforts pay out. by using the StoryBrand 7-Part Framework, you’ll be able to create and communicate a clear brand message that’ll speak to the needs of potential customers. You can do this by enrolling the key components of narrative storytelling – character, problem, guide, plan, calls to action, failure and success.