What Is a Marketing Messaging Framework?

In my last post, I outlined the framework I use for any marketing project I do. However within that framework is another framework that drives all other marketing components: the messaging framework.

The messaging framework I use was created by a company called StoryBrand and is narrative, meaning it tells a story. It has seven parts that work together to bring a customer on a journey with a product or service. Those seven parts are as follows:

One - A character (the hero of the story!)

Two - With a problem

Three - Who meets a guide (your business!)

Four - Who gives them a plan

Five - And calls them to action

Six - Which ends in success

Seven - And helps them avoid failure.

When the above parts are clearly defined and used in the right order, customers are drawn in, just like they would be with a good book or movie. There’s a fancy phrase for this called “narrative transportation” but in simple terms it means being totally immersed in a story on all levels.

One big reason why this framework is so powerful is that the customer is the hero of the story, not your business. When you position your messaging from the customer’s point of view, putting them at the center, everything changes, and they begin to like and trust you. They don’t feel they are being sold to, because you have their best interest at heart.

I use this framework in every project I do, whether or not the client is aware of StoryBrand, because it helps the messaging stay clear and focused. Once all the parts are in place you can use throughout all marketing, including on a website, in social media, in pitch decks, in emails, etc. It works in all applications and it works for any product or service. As long as an organization solves a problem (and they all do) they can use this narrative framework in their marketing.