StoryBrand Messaging Framework

Clarify your message so customers will listen. Customers don't buy the best products — they buy the ones they can understand the fastest.

Core Principle

The customer is the hero, not your brand. Your brand is the guide who helps the hero win. Position yourself as the hero and you compete with your customer; position yourself as the guide and you serve them.

Scoring

Goal: 10/10. Score any marketing copy or brand messaging by the Quick Diagnostic: 1 point per satisfied row (7 rows) plus up to 3 points for a one-liner that passes the cocktail party test (clear + repeatable in one hearing). Bands: 9-10 = customer is the hero, all three problem levels named, empathy + authority both shown, a 3-step plan, one obvious Direct CTA, and both success and failure stakes painted; 5-6 = SB7 partly applied but the internal problem, stakes, or CTA is missing; <=3 = brand-as-hero, feature-led, or no clear ask. Always state the current score and the specific changes needed to reach 10/10.

The SB7 Framework

Every compelling story follows the same pattern. Use this structure for all messaging:

1. A Character (The Hero)

Core concept: The customer is the hero, and your job is to define the ONE thing they want. Be specific about that single desire.

Why it works: Naming a desire opens a story gap — the distance between where the customer is and where they want to be. That tension pulls them in because they feel understood and want the gap closed.

Key insights:

• Focus on ONE desire per message — multiple desires dilute the story gap
• Tie the desire to survival (physical, financial, relational, or spiritual)
• Aspirational identity is powerful ("become the leader everyone respects")
• Different segments have different desires — write separate messaging per role, stage, and pain intensity

Product applications:

Copy patterns:

• "You want [specific desire]..."
• "Imagine [aspirational identity]..."
• "What if you could [single clear outcome]?"

See: references/brand-script.md — fill out the BrandScript worksheet here when you need to draft all seven elements for a client from scratch.

2. Has a Problem

Core concept: Define the problem at three levels — external (tangible), internal (emotional), philosophical (the injustice) — and personify it with a specific villain.

Why it works: Companies sell solutions to external problems, but customers buy solutions to internal ones. Naming how the problem makes them feel — confused, overwhelmed, embarrassed — taps the emotional driver behind purchases.

Key insights:

• External: "my investments are scattered"; internal: "I feel overwhelmed"; philosophical: "people shouldn't need to be experts to retire well"
• A good villain is specific and relatable, not abstract — "Wall Street jargon designed to confuse you", not "complexity"
• Most brands stop at external problems, missing the internal ones that drive purchases

Product applications:

Copy patterns:

• "You're tired of [internal problem]..."
• "[Villain] has been keeping you from [desire]..."
• "It's not right that [philosophical problem]..."

3. And Meets a Guide

Core concept: Your brand is the guide, expressing empathy AND authority. Empathy shows you understand the pain; authority proves you can solve it.

Why it works: Customers are looking for a guide, not another hero — think Yoda, not Luke. Empathy makes them feel seen, authority (testimonials, logos, statistics) makes them feel safe, and together they create trust.

Key insights:

• Show empathy with "we understand" language; show authority with testimonials, client logos, statistics, awards
• Never make your origin story the centerpiece — that is hero behavior; brief, relevant credentials suffice

Product applications:

Copy patterns:

• "We understand what it's like to [empathy statement]..."
• "We've helped [number] [customers] achieve [result]..."
• "You don't have to figure this out alone..."

See: references/sales-conversations.md — open when scripting a sales call or discovery session; covers discovery questions, objection handling, and full SB7 sales scripts.

4. Who Gives Them a Plan

Core concept: Give two plans: a Process Plan (3-4 steps showing how to work with you) and an Agreement Plan (commitments that remove risk).

Why it works: A clear plan acts as stepping stones across a creek — it reduces cognitive load and perceived risk. Without one, the path feels murky and customers stall.

Key insights:

• Process Plan: 3-4 numbered steps max, action verbs, memorable names ("1. Schedule a call. 2. Get a custom plan. 3. Start seeing results.")
• Agreement Plan: fear-removing commitments ("100% satisfaction guaranteed", "Cancel anytime")
• More than 4 steps overwhelms; numbering implies order and ease

Product applications:

Copy patterns:

• "Here's how it works: Step 1... Step 2... Step 3..."
• "Getting started is easy. Just [step 1]."
• "We promise [agreement plan commitment]."

5. And Calls Them to Action

Core concept: If you don't ask, they won't act. Use a Direct CTA (primary conversion action) plus a Transitional CTA (lower-commitment alternative).

Why it works: Customers act only when challenged to act. The transitional CTA keeps not-yet-ready people in your story until they are.

Key insights:

• Direct: "Buy Now", "Schedule a Call", "Get Started"; Transitional: "Download Free Guide", "Watch Demo", "Take the Quiz"
• Make the Direct CTA a visually prominent button (contrasting color) and repeat it down the page
• Use action language ("Get" not "Submit"); one obvious Direct CTA per page

Product applications:

Copy patterns:

• "Get [desired result] now."
• "Start your free [trial/demo/assessment] today."
• "Download your free [lead magnet]."

Ethical boundary: Never label a paid action as "free" or a Transitional CTA — the button text must match what happens on click.

See: references/website-wireframe.md — open when laying out a homepage or site; gives section-by-section structure and interior page templates.

6. That Helps Them Avoid Failure

Core concept: Show what happens if the customer does not act. Without stakes, there is no story.

Why it works: Humans are loss-averse — fear of losing motivates more than promise of gaining. A taste of what could go wrong moves customers from "interested" to "committed".

Key insights:

• A taste of consequence is enough — don't run a scare campaign
• Focus on opportunity cost, not punishment ("another year of feeling stuck")
• Pair failure with success messaging to create contrast

Product applications:

Copy patterns:

• "Don't let [negative outcome] happen when [solution] is this simple."
• "How long will you wait before [addressing the problem]?"
• "Every day without [solution], you're [cost of inaction]."

7. And Ends in Success

Core concept: Paint a vivid picture of life after working with you — in terms of status, completeness, and self-realization. Success closes the story gap opened in Element 1.

Why it works: People need to see the destination before starting the journey. Showing the transformation — not features — lets customers place themselves in that future and feel its pull.

Key insights:

• Status: "Become the go-to expert"; completeness: "Finally have financial peace of mind"; self-realization: "Be the leader you were meant to be"
• Show transformation with before/after comparisons and specific numbers
• Keep the success picture tangible, never vague or generic

Product applications:

Copy patterns:

• "Imagine [specific success picture]..."
• "Join [number] [customers] who now [success outcome]..."
• "Finally, [completeness outcome] — without [old frustration]."

The One-Liner

A single sentence that 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]."

Example: "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? (the cocktail party test)

See: references/one-liners.md — open when drafting a one-liner; ~20 industry examples plus three alternative formulas (PSR, BAB, "We Exist Because").

Tone and Voice Guidelines

Keep brand voice consistent across channels while adapting to context.

Convey guide qualities: 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 the customer's words), condescension, and tentative weakness.

See: references/email-sequences.md — open when building a nurture or welcome sequence; SB7-mapped templates and subject-line formulas. See: references/multi-channel-consistency.md — open when adapting the message to a channel; social, video, podcast, and PR playbooks.

Common Mistakes

Quick Diagnostic

Further Reading

For the complete methodology and worksheets:

• "Building a StoryBrand: Clarify Your Message So Customers Will Listen" by Donald Miller

About the Author

Donald Miller is the CEO of StoryBrand, which has helped over 10,000 businesses clarify their messaging. A New York Times bestselling author of Building a StoryBrand, Marketing Made Simple, and Business Made Simple, he distilled decades of narrative theory into the practical seven-part SB7 framework.

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Supporting file: references/brand-script.md

StoryBrand Brand Script Worksheet

Complete this worksheet to create your brand's core messaging. Use the answers to write all marketing materials.

1. Character (Hero)

Who is your customer? Be specific about demographics, role, or situation.

Our customer is: _________________________________

What do they want as it relates to your product/service? One specific desire. Not a list.

They want: _________________________________

What aspirational identity do they have? Who do they want to become?

They want to be seen as: _________________________________

---

2. Problem

External Problem

What tangible problem do you solve? The surface-level, obvious problem.

External problem: _________________________________

Internal Problem

How does that problem make them feel? Frustration, confusion, fear, embarrassment, etc.

They feel: _________________________________

Philosophical Problem

Why is this wrong/unjust/unfair? The deeper "ought" statement.

It's wrong that: _________________________________

Villain

What/who is the source of this problem? Personify the enemy. Give it a face.

The villain is: _________________________________

---

3. Guide (Your Brand)

Empathy Statement

How do you show you understand their struggle? "We understand what it's like to..."

We understand: _________________________________

Authority Credentials

Why should they trust you? List 3-5 proof points: testimonials, logos, statistics, awards, experience.

1. ---

2. ---

3. ---

4. ---

5. ---

---

4. Plan

Process Plan

What are the 3-4 steps to work with you? Simple, numbered, action-oriented.

Agreement Plan (Optional)

What commitments do you make to reduce fear?

• _________________________________
• _________________________________
• _________________________________

---

5. Call to Action

Direct CTA

What is the primary action you want them to take?

Direct CTA: _________________________________
(e.g., "Buy Now", "Schedule a Call", "Get Started")

Transitional CTA

What lower-commitment action can they take?

Transitional CTA: _________________________________
(e.g., "Download Guide", "Watch Demo", "Take Quiz")

---

6. Success

What does life look like after working with you?

Status

How will others perceive them?

Others will see them as: _________________________________

Completeness

What desire will be fulfilled?

They will finally have: _________________________________

Self-Realization

Who will they become?

They will become: _________________________________

Specific Outcomes

What measurable results can you promise?

• ---

• ---

• ---

---

7. Failure

What happens if they don't solve this problem?

Be honest but not overly dramatic. Just a taste of stakes.

If they don't act, they will: _________________________________

They'll miss out on: _________________________________

---

Assembled One-Liner

Using your answers above, complete:

We help [CHARACTER] who struggle with [PROBLEM]
achieve [SOLUTION] so they can [RESULT].

Your one-liner:

_____________________________________________
_____________________________________________

---

Validation Checklist

Before using this brand script, verify:

• Character wants something specific (not vague)
• Internal problem is identified (feelings, not just facts)
• You demonstrate empathy AND authority (not just one)
• Plan has 3-4 steps maximum (not a detailed process)
• Direct CTA is clear and specific
• Success paints a desirable picture
• Failure creates stakes (without being manipulative)
• One-liner can be repeated after hearing once

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Supporting file: references/email-sequences.md

StoryBrand Email Sequences

Structured email nurture sequences that move subscribers through the SB7 framework toward conversion.

Table of Contents

1. The Philosophy of Nurture Emails (#the-philosophy-of-nurture-emails)
2. The Welcome Sequence (5-Email Foundation) (#the-welcome-sequence-5-email-foundation)
3. The Nurture Sequence (Ongoing) (#the-nurture-sequence-ongoing)
4. Subject Line Formulas (#subject-line-formulas)
5. Segmentation Strategies (#segmentation-strategies)
6. Re-Engagement Sequence (#re-engagement-sequence)
7. Metrics to Track (#metrics-to-track)

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The Philosophy of Nurture Emails

Email isn't about broadcasting—it's about building a relationship with a potential customer who has a problem you can solve. Every email should:

1. Provide value (not just ask for things)
2. Position you as the guide (empathy + authority)
3. Move them toward their desired transformation

---

The Welcome Sequence (5-Email Foundation)

Triggered when someone joins your email list. This sequence is critical—50%+ of your email engagement happens here.

Email 1: Deliver and Welcome (Day 0)

Purpose: Deliver what they signed up for + set expectations.

Subject lines:

• "Your [lead magnet name] is here"
• "Here's your free [guide/checklist/etc.]"
• "[First name], your download is ready"

Structure:

Hi [Name],

[Deliver the promised resource - link/attachment]

Quick tip: Start with [section X] if you want to see results fast.

Here's what to expect from me:
- [Frequency] emails with [type of value]
- No spam, ever
- Unsubscribe anytime

Looking forward to helping you [achieve desired outcome].

[Signature]

P.S. If you have questions about [topic], just hit reply. I read every email.

Email 2: Problem + Empathy (Day 2)

Purpose: Show you understand their struggle. Build trust through empathy.

Subject lines:

• "The [problem] no one talks about"
• "Why [common approach] doesn't work"
• "I struggled with this too"

Structure:

Hi [Name],

Most people trying to [achieve goal] hit the same wall: [problem].

They [common mistake they make], but that only leads to [negative outcome].

I get it. [Brief empathy statement - show you've been there or understand deeply].

The real issue isn't [surface problem]. It's [deeper problem].

In my next email, I'll share [what you'll teach next].

For now, here's one quick thing you can do: [actionable tip].

[Signature]

Email 3: Authority + Proof (Day 4)

Purpose: Establish credibility. Show you can actually help.

Subject lines:

• "How [client] achieved [result]"
• "[Number] [things] we learned from [X clients/years/projects]"
• "The method behind [result]"

Structure:

Hi [Name],

Last email I mentioned [problem]. Today I want to show you what's possible.

[Case study or story]:
- [Client/person] was struggling with [problem]
- They [tried common approach] but [it didn't work]
- Then they [applied your method/worked with you]
- Result: [specific outcome]

This isn't magic. It's a process:
1. [Step one]
2. [Step two]
3. [Step three]

[Social proof: mention credentials, clients served, media features]

Tomorrow I'll share [specific tactic or next topic].

[Signature]

Email 4: The Plan (Day 6)

Purpose: Show them the path from where they are to where they want to be.

Subject lines:

• "Your 3-step path to [desired outcome]"
• "The simple plan that works"
• "From [current state] to [desired state]"

Structure:

Hi [Name],

Getting from [problem state] to [success state] doesn't have to be complicated.

Here's the path I recommend:

Step 1: [Simple action name]
[Brief explanation of what this involves and why it matters]

Step 2: [Simple action name]
[Brief explanation]

Step 3: [Simple action name]
[Brief explanation]

That's it. No 47-step process. No complicated frameworks.

If you want help with [Step 1], here's a resource:
[Link to helpful content or transitional CTA]

Next email: I'll address the #1 question people ask me about [topic].

[Signature]

Email 5: Direct CTA (Day 8)

Purpose: Make the ask. Invite them to take the next step.

Subject lines:

• "Ready to [achieve outcome]?"
• "Let's do this together"
• "Your next step"

Structure:

Hi [Name],

Over the past week, I've shared:
- [Key insight 1]
- [Key insight 2]
- [The plan]

Now you have two choices:

1. Try to figure this out on your own (totally valid—I've given you the roadmap)

2. Let us help you [achieve outcome faster/with less struggle/guaranteed]

If you're ready for option 2, here's what to do:

[DIRECT CTA BUTTON/LINK]

Here's what happens when you [take action]:
- [Benefit 1]
- [Benefit 2]
- [Risk reversal - guarantee, trial, etc.]

No pressure. But if [problem] is costing you [negative outcome], waiting is the most expensive option.

[Signature]

P.S. [Deadline, limited spots, or bonus for acting now - only if genuine]

---

The Nurture Sequence (Ongoing)

After the welcome sequence, continue providing value and making periodic offers.

Content Ratio

Follow the 3-1 rule:

• 3 value emails (teach, help, entertain)
• 1 sales email (ask for something)

Value Email Templates

Template: Quick Win

Subject: [Number] minute fix for [problem]

Hi [Name],

Here's a quick win you can implement today:

[Specific, actionable tip]

Why it works: [Brief explanation]

Try it and let me know how it goes.

[Signature]

Template: Story + Lesson

Subject: What [person/client/I] learned about [topic]

Hi [Name],

[Opening hook - situation or problem]

[What happened - the story]

[The lesson or insight]

[How they can apply this]

[Signature]

Template: Common Mistake

Subject: Stop [common mistake] (here's why)

Hi [Name],

I see this all the time: [describe common mistake]

It seems like it should work, but [why it doesn't].

Instead, try this: [better approach]

[Signature]

Template: FAQ Answer

Subject: "How do I [common question]?"

Hi [Name],

Got this question three times this week: [question]

Short answer: [brief answer]

Longer answer: [more detailed explanation]

[Example or application]

[Signature]

Sales Email Templates

Template: Problem Agitation

Subject: Still [struggling with problem]?

Hi [Name],

How's the [goal achievement] going?

If you're still dealing with [problem], you're not alone.

Most people [common situation].

But it doesn't have to be this way.

[Our solution] helps you [specific benefit].

Here's how it works: [brief process]

Ready to [achieve outcome]?

[CTA BUTTON]

[Signature]

Template: Customer Story

Subject: How [Name/Company] [achieved result]

Hi [Name],

Want to see what's possible?

[Customer name] came to us with [problem].

[Situation they were in]

After [working with us / using product], they:
- [Result 1]
- [Result 2]
- [Result 3]

Here's what they said: "[Testimonial quote]"

Want similar results?

[CTA BUTTON]

[Signature]

Template: Deadline/Urgency (only if genuine)

Subject: [Offer] ends [timeframe]

Hi [Name],

Quick reminder: [offer description] ends [deadline].

After that, [what changes - price increases, spots fill, offer disappears].

If [achieving outcome] is a priority for you, now's the time.

[CTA BUTTON]

[What they get]
[Risk reversal]

[Signature]

---

Subject Line Formulas

High-Performing Formats

Subject Line Best Practices

• 40-50 characters optimal (mobile preview)
• Test personalization vs. no personalization
• Avoid spam triggers (FREE!!!, $$$, excessive caps)
• Preview text is part of the subject—use it

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Segmentation Strategies

Segment by Behavior

Segment by Source

---

Re-Engagement Sequence

For subscribers who haven't opened in 60+ days.

Email 1: "Miss You" (Day 0)

Subject: Did I do something wrong?

Hi [Name],

I noticed you haven't opened my emails lately.

I get it—inbox overwhelm is real.

But before you go, I wanted to check: Is [topic] still relevant to you?

[CTA: Yes, keep me subscribed]
[CTA: No, please unsubscribe me]

Either way, no hard feelings.

[Signature]

Email 2: Best Content Recap (Day 3)

Subject: The 3 most popular [topic] emails this year

Hi [Name],

In case you missed them, here are the emails that got the most responses:

1. [Title] - [one-line description]
2. [Title] - [one-line description]
3. [Title] - [one-line description]

If any of these sound useful, I'd love to keep sending you [content type].

[CTA: Keep me subscribed]

[Signature]

Email 3: Final Goodbye (Day 7)

Subject: Goodbye (for now)

Hi [Name],

This is my last email if I don't hear from you.

I'll remove inactive subscribers to keep my list healthy—and to respect your inbox.

If you still want to receive [content type about topic], click here:

[CTA: Keep me subscribed]

If not, no action needed. I'll remove you automatically in 48 hours.

Thanks for being part of this community.

[Signature]

---

Metrics to Track

Warning Signs

• Open rate declining: Subject lines or sender fatigue
• Clicks but no conversions: Misaligned offer or landing page problem
• High unsubscribes after specific email: Content missed the mark
• Low opens after signup: Welcome sequence needs work

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Supporting file: references/multi-channel-consistency.md

Multi-Channel StoryBrand Consistency

Adapting the SB7 framework across social media, video, podcasts, PR, and other channels.

Table of Contents

1. The Consistency Principle (#the-consistency-principle)
2. Social Media Adaptation (#social-media-adaptation)
3. Video Scripts (#video-scripts)
4. Podcast Adaptation (#podcast-adaptation)
5. PR and Media (#pr-and-media)
6. Email Marketing (Beyond Sequences) (#email-marketing-beyond-sequences)
7. Maintaining Consistency (#maintaining-consistency)

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The Consistency Principle

Your brand message must be recognizable across every channel, but adapted to each platform's format and audience expectations.

Same story, different telling.

The core elements stay constant:

• Customer as hero
• Your brand as guide
• The problem (external, internal, philosophical)
• The plan
• Stakes (success and failure)

What changes:

• Length and format
• Tone and style
• Platform-specific conventions
• Entry point into the story

---

Social Media Adaptation

LinkedIn

Audience: Professional, time-constrained, seeking career/business value

Format adaptations:

One-liner posts:

Most [target customers] struggle with [problem].

Here's the simple solution:
[Your plan in 3 bullets]

The result? [Success outcome].

[CTA: Link or comment prompt]

Story posts:

Last week, a client told me they were about to [failure scenario].

Sound familiar?

Here's what they were getting wrong:
[Problem description]

We helped them [solution].

90 days later: [Success outcome].

If you're dealing with [problem], [transitional CTA].

Best practices:

• Lead with the problem or outcome
• Use short paragraphs (mobile reading)
• Professional tone, but human
• End with clear CTA or question

Twitter/X

Audience: Fast-moving, opinion-driven, values wit and brevity

Format adaptations:

Single tweet:

[Problem] → [Solution] → [Result]

[CTA]

Thread structure:

Tweet 1: Hook (problem or bold claim)
Tweet 2-4: Story/explanation
Tweet 5: Plan (the how)
Tweet 6: Stakes (what's possible)
Tweet 7: CTA

Best practices:

• Hook in first tweet is everything
• One idea per tweet
• Use line breaks for readability
• Retweet your own CTA after engagement

Instagram

Audience: Visual-first, younger skewing, values authenticity

Format adaptations:

Caption structure:

[Hook - first line visible]

[Problem story - relatable]

[Solution - what worked]

[Outcome - transformation]

[CTA - save, share, link in bio]

[Hashtags - relevant, not spammy]

Story/Reel hooks:

• "POV: You're struggling with [problem]"
• "3 things I wish I knew about [topic]"
• "This is what happens when [solution]"

Best practices:

• Visual must stop the scroll
• First line is your headline
• Carousel for educational content
• Stories for behind-the-scenes (guide credibility)

Facebook

Audience: Broader demographic, community-oriented, longer attention

Format adaptations:

• Longer posts acceptable
• Groups for community building
• Events for launches/webinars
• Lives for Q&A and authority building

Best practices:

• Conversational tone
• Ask questions to drive comments
• Use native video (higher reach)
• Groups build tribe around the transformation

TikTok

Audience: Entertainment-first, youngest demographic, values authenticity

Format adaptations:

Hook patterns:

• "Nobody tells you this about [topic]"
• "The [problem] they don't want you to know about"
• "Here's why [common approach] doesn't work"

Structure:

0-3 sec: Hook (stop scrolling)
3-15 sec: Problem/tension
15-45 sec: Solution/revelation
45-60 sec: CTA or punchline

Best practices:

• Entertainment > education
• Raw/authentic > polished
• Trend participation with brand twist
• Comment engagement is critical

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Video Scripts

YouTube Video Structure

Intro (30-60 sec):

Are you struggling with [problem]?
In this video, I'll show you [solution] so you can [outcome].
Stay to the end because I'll share [specific tip/bonus].

Problem section (2-3 min):

• External problem (what's happening)
• Internal problem (how it feels)
• Why common solutions don't work

Solution section (5-10 min):

• Your plan (step by step)
• Examples and demonstrations
• Authority proof (results, credentials)

Stakes section (1-2 min):

• Success: What's possible
• Failure: What happens if nothing changes

CTA (30-60 sec):

If you want help with [solution], [direct CTA].
Found this valuable? Like and subscribe.
Drop a comment: What's your biggest challenge with [topic]?

Webinar Structure

Opening (5 min):

• Promise: What they'll learn
• Credibility: Why listen to you
• Rules: How long, when to ask questions

Content (30-40 min):

• Problem deep-dive
• Solution framework
• Case studies/proof
• Implementation steps

Transition (5 min):

• Recap value delivered
• "Want help implementing this?"

Offer (10-15 min):

• What you're offering
• What's included
• Who it's for
• Bonuses
• Price/investment
• Guarantee

Close (5-10 min):

• FAQ
• Final CTA
• Scarcity (if genuine)

Testimonial Video Guide

Questions to ask customers:

1. "What was your situation before working with us?"
2. "What was the hardest part about that?" (Internal problem)
3. "Why did you choose us over other options?"
4. "Walk me through what working with us was like."
5. "What results have you seen?"
6. "What would you tell someone considering working with us?"

Edit structure:

[Problem before] → [Why they chose you] → [Experience] → [Results] → [Recommendation]

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Podcast Adaptation

As Guest

Your introduction pitch:

"I help [target customers] solve [problem] so they can [outcome].
Most people approach this by [common mistake], but what actually works is [your unique approach]."

Story to have ready:

• Your origin story (briefly - stay guide, not hero)
• A client transformation story
• A contrarian take on your industry

CTA to negotiate:

"If you want [resource], go to [URL]"

Your Own Podcast

Episode structure:

1. Hook: "Today I'm tackling [problem] because..."
2. Problem: What's wrong with current thinking
3. Solution: Your framework/approach
4. Story: Case study or example
5. Action: What listener should do next
6. CTA: Resources, subscribe, share

Guest interview format:

1. Context: Why is this guest relevant to our audience's problem?
2. Journey: What did they struggle with?
3. Solution: What did they figure out?
4. Tactical: Specific advice our audience can use
5. Resources: Where to learn more

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PR and Media

Press Release Structure

Headline: Outcome-focused, not company-focused

Bad: "[Company] Launches New Product" Good: "[Target Customers] Can Now [Achieve Outcome] with [Product]"

First paragraph:

• Who is helped (the hero)
• What problem is solved
• Key outcome/benefit

Body:

• Guide credentials (why you/your company)
• The plan (how it works)
• Social proof (early results, testimonials)
• Stakes (why it matters now)

Quote from founder: Focus on customer transformation, not company pride.

Boilerplate: One-liner positioning, not feature list.

Interview Preparation

Key messages to prepare:

1. Problem framing (external + internal)
2. Solution summary (your plan)
3. Proof points (authority)
4. Memorable phrase or statistic

Bridging techniques:

• "The real issue is..."
• "What matters most to [customers] is..."
• "Let me put this in context..."

Sound bites to prepare:

• One sentence on the problem
• One sentence on your solution
• One surprising statistic
• One customer transformation story (30 seconds)

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Email Marketing (Beyond Sequences)

Newsletter Format

Weekly format:

Subject: [Benefit] + [Curiosity]

Hey [Name],

[Hook - problem or observation]

[Story or insight - main content]

[Takeaway - what to do with this]

[CTA - one clear action]

[Signature]

PS: [Secondary CTA or teaser]

Broadcast Types

---

Maintaining Consistency

Brand Voice Guidelines

Document these for all content creators:

Tone:

• Professional but approachable
• Confident but not arrogant
• Empathetic but not condescending

Language:

• Words we use: [list]
• Words we avoid: [list]
• Customer as hero phrases: [templates]
• Guide positioning phrases: [templates]

Content Checklist

Before publishing on any channel:

• Is the customer positioned as hero?
• Is our brand positioned as guide?
• Have we addressed the problem (external/internal)?
• Is there a clear plan or path?
• Do we show success stakes?
• Is there a clear CTA?
• Does the tone match our voice?
• Is the format right for this platform?

Message Architecture

Create a master document with:

1. Core message (one-liner)
2. Problem statements (external, internal, philosophical)
3. Guide credentials (empathy + authority)
4. The plan (steps)
5. Success outcomes (transformation)
6. Failure stakes (cost of inaction)
7. CTAs (direct and transitional)

All channel content references this master document.

---

Supporting file: references/one-liners.md

StoryBrand One-Liners

A one-liner is a single, memorable sentence that explains what you do. It should pass the "cocktail party test"—can someone repeat it after hearing it once?

The Formula

We help [CHARACTER] who struggle with [PROBLEM]
[SOLUTION/PROCESS] so they can [RESULT].

Breaking it down:

---

One-Liner Examples by Industry

B2B SaaS

Project management: "We help remote teams who struggle with scattered communication stay aligned so they can ship faster without endless meetings."

HR software: "We help growing companies who lose top candidates to slow hiring fill roles in half the time so they can build winning teams."

Accounting: "We help small business owners who dread tax season automate their bookkeeping so they can stop worrying and focus on growth."

Professional Services

Marketing agency: "We help B2B companies who struggle to generate leads create content that attracts buyers so they can stop cold calling forever."

Financial advisor: "We help families who feel confused about retirement build a clear plan so they can stop worrying and start living."

Consulting: "We help CEOs who are stuck at a growth plateau find the bottleneck so they can break through to the next level."

E-commerce

Meal delivery: "We help busy parents who can't find time to cook healthy meals get fresh ingredients delivered weekly so they can feed their family well without the stress."

Fitness apparel: "We help athletes who can't find gear that fits right get custom-sized clothing so they can perform at their best."

Skincare: "We help women who struggle with sensitive skin find products that actually work so they can feel confident without irritation."

Local Services

Home cleaning: "We help busy homeowners who never have time to clean get their weekends back so they can focus on family, not chores."

Landscaping: "We help homeowners who are embarrassed by their yard transform their outdoor space so they can be proud to have guests over."

HVAC: "We help families who suffer through hot summers and cold winters get reliable climate control so they can be comfortable year-round."

Coaches & Consultants

Business coach: "We help entrepreneurs who work too many hours build systems that run without them so they can grow their business and get their life back."

Health coach: "We help professionals who've tried every diet finally understand their body so they can lose weight permanently without restriction."

Leadership coach: "We help new managers who feel unprepared develop executive presence so they can lead with confidence."

---

Alternative Formulas

The Problem-Solution-Result (PSR)

[PROBLEM STATEMENT]. We [SOLUTION]. So you can [RESULT].

Example: "Hiring is broken. We use AI to screen candidates and surface the best fits. So you can hire faster without missing great talent."

The Before-After-Bridge (BAB)

Before: [CURRENT PAIN]
After: [DESIRED STATE]
Bridge: [YOUR SOLUTION]

Example: "Before: Drowning in customer support tickets. After: Instant answers that delight customers. Bridge: Our AI chatbot handles 80% of questions automatically."

The "We Exist Because" Formula

[TARGET] shouldn't have to [PAIN]. That's why we [SOLUTION].

Example: "Small businesses shouldn't have to choose between powerful software and affordable pricing. That's why we built enterprise features at startup prices."

---

One-Liner Mistakes to Avoid

---

Testing Your One-Liner

The Cocktail Party Test

Tell it to someone and walk away. 30 seconds later, can they tell someone else what you do?

The "So What?" Test

After reading it, does it make someone want to learn more? If the response is "okay, cool," it's too weak.

The Specificity Test

Could a competitor use the same one-liner? If yes, it's too generic.

The Benefit Test

Is the result something people actually want? "Save time" is weak. "Get your weekends back" is strong.

---

Using Your One-Liner

Once you have a strong one-liner, use it everywhere:

• Website header/subheader
• Email signature
• Social media bios
• Elevator pitch
• Sales calls (opening)
• Podcast introductions
• Conference name tags
• Business cards
• LinkedIn headline
• Team training (everyone memorizes it)

---

Supporting file: references/sales-conversations.md

StoryBrand Sales Conversations

Applying the SB7 framework to sales calls, discovery questions, and objection handling.

Table of Contents

1. Sales Philosophy (#sales-philosophy)
2. The Discovery Call Structure (#the-discovery-call-structure)
3. Discovery Questions Library (#discovery-questions-library)
4. Objection Handling (#objection-handling)
5. Presenting Price (#presenting-price)
6. Follow-Up Sequences (#follow-up-sequences)
7. Scripts for Key Moments (#scripts-for-key-moments)

---

Sales Philosophy

The salesperson is the guide, not the hero.

Traditional sales puts the rep center stage: "Let me tell you about our company, our features, our awards..."

StoryBrand sales puts the customer center stage: "Tell me about your challenge. Here's how we help people like you succeed."

---

The Discovery Call Structure

Opening: Establish the Problem (5 min)

Goal: Confirm the customer has a problem you solve.

"Thanks for taking the time. Before I tell you about us, I'd love to
understand your situation. What prompted you to take this call today?"

Follow-up questions:

• "How long has this been a challenge?"
• "What have you tried so far?"
• "What happens if nothing changes?"

Exploration: Understand the Job (15 min)

External problem:

• "What's the tangible problem you're trying to solve?"
• "What does this cost you in time/money/resources?"

Internal problem:

• "How does this situation make you feel?"
• "What's frustrating about dealing with this?"
• "What keeps you up at night about this?"

Philosophical problem:

• "Why is it important to you to fix this?"
• "What do you believe should be possible?"

Example:

Customer: "We're losing too many leads."

External: "About how many leads are you losing? What's that costing?"
Internal: "How does your team feel about this? Frustrated? Demoralized?"
Philosophical: "What do you believe a good lead process should look like?"

Positioning: Present as Guide (5 min)

Show empathy:

"I hear this a lot. The feeling of watching good leads slip away is
incredibly frustrating, especially when you've worked so hard to generate them."

Establish authority:

"We've helped 200+ companies solve exactly this problem. On average,
they see a 40% improvement in lead conversion within 90 days."

The Plan: Show the Path (10 min)

Three-step framework:

"Here's how we typically help companies like yours:

1. First, we audit your current process to find where leads are falling out.

2. Then, we implement our system that ensures every lead gets the right
   follow-up at the right time.

3. Finally, we optimize based on data, so you continuously improve.

It's straightforward, and we handle most of the heavy lifting."

Stakes: Paint Success and Failure (5 min)

Success:

"Imagine 90 days from now: your team isn't chasing leads manually anymore.
Every prospect gets followed up with automatically. Your conversion rate
has jumped 40%. How would that change things?"

Failure (light touch):

"On the flip side, what happens if you keep doing what you're doing?
Where will you be in a year?"

Call to Action: Clear Next Step (5 min)

Direct CTA:

"Based on what you've shared, I think we can definitely help. The next
step would be a 30-minute demo where I can show you exactly how this
would work for your team. How's Thursday at 2pm?"

Handle hesitation:

"I totally understand wanting to think about it. Would it help if I
sent you a case study from a similar company while you consider?"

---

Discovery Questions Library

Understanding Their World

Understanding Their Goals

Understanding Their Constraints

Emotional Probes

---

Objection Handling

Framework: Acknowledge → Explore → Reframe

Step 1: Acknowledge "I hear you. That's a fair concern."

Step 2: Explore "Can you tell me more about what's driving that concern?"

Step 3: Reframe "What I've seen with other clients is... Would that address your concern?"

Common Objections

"It's too expensive."

Explore: "Help me understand—too expensive compared to what?"

Reframe options:

• Cost of the problem: "What's this problem costing you now?"
• ROI focus: "If this saved you $X, would the investment make sense?"
• Flexibility: "We have different options. What budget were you considering?"

"We need to think about it."

Explore: "Of course. What specifically do you need to think through?"

Reframe options:

• Identify blocker: "Is there something I didn't address that's giving you pause?"
• Add urgency: "What would happen if you wait another quarter?"
• Offer help: "Would it help if I sent you materials to share with your team?"

"We're looking at competitors too."

Explore: "Smart. What are the most important factors in your decision?"

Reframe options:

• Differentiate on job: "Most companies focus on X. We focus on Y because..."
• Invite comparison: "Happy to show you how we compare on those factors."
• Ask directly: "What would make us the clear choice?"

"Now isn't the right time."

Explore: "I understand. What would make it the right time?"

Reframe options:

• Quantify delay: "What happens if you wait six months?"
• Find trigger: "Is there an event coming up that would change timing?"
• Stay in touch: "When should we reconnect?"

"I need to talk to my boss/team."

Explore: "Absolutely. What do you think their main concerns will be?"

Reframe options:

• Arm them: "What information would help you make the case?"
• Offer to join: "Would it help if I joined a call to answer questions directly?"
• Create materials: "Can I send you a summary to share?"

---

Presenting Price

Frame Around Value First

Bad: "Our service is $5,000 per month."

Good: "Based on what you shared, you're losing about $20,000 per month in unconverted leads. Our solution typically improves conversion by 40%, which for you would mean an additional $8,000 per month. The investment to make that happen is $5,000 per month."

The Anchor Technique

Establish the cost of the problem before presenting price:

"You mentioned this problem is costing you about $50,000 annually in
lost revenue. To solve it and capture that revenue, the investment
is $12,000 per year—less than 25% of what you're currently losing."

Payment Options

Offer choices that make "yes" easier:

"We have two options:
1. Annual: $10,000/year (saves $2,000)
2. Monthly: $1,000/month

Most clients choose annual because [benefit], but monthly works too
if that's easier for budgeting."

---

Follow-Up Sequences

After Initial Call (No Decision)

Day 1: Thank you + summary email

Subject: Great talking about [their problem]

Hi [Name],

Thanks for the conversation today. Based on what you shared:

- Your challenge: [specific problem]
- Impact: [what it's costing them]
- Solution: [how you help]
- Next step: [what you proposed]

Let me know if you have any questions.

[Your name]

Day 3: Value-add content

Subject: Thought you might find this helpful

Hi [Name],

Given our conversation about [problem], I thought you'd find this
[case study/article/resource] interesting.

[Company name] had a similar challenge and [result].

Happy to discuss how we could achieve something similar for you.

Day 7: Check in

Subject: Following up on [topic]

Hi [Name],

Wanted to check in on your thinking about [solution].

Any questions I can answer? Happy to schedule another call if helpful.

After Demo (Pending Decision)

Day 1: Recap + materials Day 3: Address likely objection Day 7: Create gentle urgency Day 14: Long-term nurture (if no response)

---

Scripts for Key Moments

Opening a Cold Call

"Hi [Name], this is [You] from [Company]. I know I'm calling out of the
blue—do you have 30 seconds?

[If yes]

We help [target customers] solve [problem]. I noticed [trigger/reason for calling]
and thought it might be relevant. Is [problem] something you're dealing with?"

Asking for the Meeting

"Based on what you've shared, I think a 30-minute conversation would be
valuable to see if we can help. Are you open to that?

[If hesitant]

No obligation—worst case, you get some ideas you can use regardless.
How's [specific time]?"

Closing the Deal

"Based on everything we've discussed, it sounds like [solution] would
solve [their problem] and help you [desired outcome].

I'd recommend we get started with [specific package/plan].

Should I send over the agreement so you can review it?"

Handling "Send Me Information"

"Happy to. So I send you the right thing—what specifically would be
most useful? Is it [pricing/case studies/technical specs]?

And once you've reviewed it, would you be open to a quick call to
discuss? How's [specific time]?"

---

Supporting file: references/website-wireframe.md

StoryBrand Website Wireframe

Page-by-page structure for a website that converts visitors into customers using the SB7 framework.

Table of Contents

1. Above the Fold (First Screen) (#above-the-fold-first-screen)
2. Stakes Section (#stakes-section)
3. Value Proposition Section (#value-proposition-section)
4. Guide Section (#guide-section)
5. Plan Section (#plan-section)
6. Explanatory Section (Optional) (#explanatory-section-optional)
7. Testimonial Section (#testimonial-section)
8. Transitional CTA Section (Lead Magnet) (#transitional-cta-section-lead-magnet)
9. Final CTA Section (#final-cta-section)
10. Footer (#footer)
11. Complete Page Checklist (#complete-page-checklist)
12. Interior Page Templates (#interior-page-templates)
13. Interior Page Checklist (#interior-page-checklist)

---

Above the Fold (First Screen)

The most important real estate. Visitors decide in 5 seconds if they'll stay.

┌─────────────────────────────────────────────────────┐
│  LOGO                          NAV LINKS    [CTA]  │
├─────────────────────────────────────────────────────┤
│                                                     │
│         [Headline - State the desire/outcome]      │
│                                                     │
│    [Subhead - How you help them achieve it]        │
│                                                     │
│              [  DIRECT CTA BUTTON  ]               │
│                                                     │
│    [Hero image: Customer in success state]         │
│                                                     │
└─────────────────────────────────────────────────────┘

Rules:

• Headline: State what they want, not what you do
• Subhead: Brief explanation of how
• CTA: One clear action button (stands out)
• Image: Show customer's aspirational identity

Examples:

• "Get Your Saturdays Back" (lawn care)
• "Meals Your Family Will Actually Eat" (meal delivery)
• "Retire 5 Years Earlier" (financial advisor)

---

Stakes Section

Immediately below the fold. Create urgency.

┌─────────────────────────────────────────────────────┐
│                                                     │
│   [Brief failure scenario - what if they don't?]   │
│                                                     │
│   "Don't let another year go by feeling..."        │
│                                                     │
└─────────────────────────────────────────────────────┘

Keep this short. Just a taste of what's at stake.

---

Value Proposition Section

What's in it for them? Benefits, not features.

┌─────────────────────────────────────────────────────┐
│                                                     │
│           "Here's what you'll get:"                │
│                                                     │
│   ┌─────────┐  ┌─────────┐  ┌─────────┐           │
│   │  Icon   │  │  Icon   │  │  Icon   │           │
│   │ Benefit │  │ Benefit │  │ Benefit │           │
│   │  1-2    │  │  1-2    │  │  1-2    │           │
│   │ lines   │  │ lines   │  │ lines   │           │
│   └─────────┘  └─────────┘  └─────────┘           │
│                                                     │
└─────────────────────────────────────────────────────┘

Rules:

• 3-4 benefits maximum
• Use icons for visual scanning
• Focus on outcomes, not features
• Each benefit = 1-2 sentences max

---

Guide Section

Establish empathy and authority.

┌─────────────────────────────────────────────────────┐
│                                                     │
│   [Photo of founder/team OR customers OR product]  │
│                                                     │
│   "We understand [their struggle]..."              │
│                                                     │
│   Authority proof:                                 │
│   - X years experience                             │
│   - Y customers served                             │
│   - Z results achieved                             │
│                                                     │
│   [Logo strip: As seen in / Trusted by]            │
│                                                     │
└─────────────────────────────────────────────────────┘

Rules:

• Lead with empathy (understanding their pain)
• Follow with authority (proof you can help)
• Logos add instant credibility
• Don't tell your origin story (hero behavior)

---

Plan Section

Show them exactly how it works.

┌─────────────────────────────────────────────────────┐
│                                                     │
│              "How It Works"                        │
│                                                     │
│     ①              ②              ③               │
│   [Step 1]      [Step 2]      [Step 3]            │
│   Schedule      Get Your      Start               │
│   a Call        Plan          Winning             │
│                                                     │
│             [  DIRECT CTA BUTTON  ]               │
│                                                     │
└─────────────────────────────────────────────────────┘

Rules:

• Exactly 3 steps (occasionally 4)
• Use numbers or icons
• Simple titles (2-3 words)
• Brief description under each
• End with CTA button

---

Explanatory Section (Optional)

For complex products that need more explanation.

┌─────────────────────────────────────────────────────┐
│                                                     │
│   [Video or detailed product explanation]          │
│                                                     │
│   OR                                               │
│                                                     │
│   [Product screenshot with feature callouts]       │
│                                                     │
│         [  TRANSITIONAL CTA  ]                    │
│         "See Demo" / "Watch Video"                │
│                                                     │
└─────────────────────────────────────────────────────┘

Only include if necessary. Don't over-explain.

---

Testimonial Section

Social proof from real customers.

┌─────────────────────────────────────────────────────┐
│                                                     │
│          "What Our Customers Say"                  │
│                                                     │
│   ┌─────────────────────────────────────────────┐  │
│   │  "Quote from customer about results..."    │  │
│   │                                             │  │
│   │  [Photo]  Name, Title/Company              │  │
│   └─────────────────────────────────────────────┘  │
│                                                     │
│   [More testimonials - carousel or grid]           │
│                                                     │
└─────────────────────────────────────────────────────┘

Rules:

• Photos increase trust dramatically
• Include name and context (company, role)
• Focus on transformation/results, not features
• 3-5 testimonials is enough
• Video testimonials are even stronger

---

Transitional CTA Section (Lead Magnet)

Capture email from visitors not ready to buy.

┌─────────────────────────────────────────────────────┐
│                                                     │
│   "Not ready yet? Get our free guide:"             │
│                                                     │
│   [Image of lead magnet]                           │
│                                                     │
│   [Email input field]  [Download Button]           │
│                                                     │
│   "5 Steps to [Desirable Outcome]"                │
│                                                     │
└─────────────────────────────────────────────────────┘

Good transitional CTAs:

• PDF guide
• Checklist
• Video series
• Quiz/assessment
• Free template

---

Final CTA Section

Last chance before footer.

┌─────────────────────────────────────────────────────┐
│                                                     │
│           [Success image - happy customer]         │
│                                                     │
│   "Ready to [achieve outcome]?"                    │
│                                                     │
│              [  DIRECT CTA BUTTON  ]               │
│                                                     │
└─────────────────────────────────────────────────────┘

---

Footer

Standard footer with extra nav and contact.

┌─────────────────────────────────────────────────────┐
│                                                     │
│  LOGO        Nav Links    Social    [CTA Button]   │
│                                                     │
│  © Company   Privacy | Terms                       │
│                                                     │
└─────────────────────────────────────────────────────┘

Rules:

• Include one more CTA button
• Keep it simple
• Don't hide important links

---

Complete Page Checklist

Before launching, verify your homepage has:

• Clear headline stating customer's desire
• One obvious CTA above the fold
• Stakes/failure mentioned (briefly)
• 3-4 benefits with outcome focus
• Empathy + authority (guide credentials)
• 3-step plan
• Customer testimonials with photos
• Transitional CTA (lead magnet)
• Direct CTA repeated 3+ times
• Mobile responsive layout

---

Interior Page Templates

Product/Service Page

┌─────────────────────────────────────────────────────┐
│  BREADCRUMB: Home > Services > This Service        │
├─────────────────────────────────────────────────────┤
│                                                     │
│  [Service Name - What outcome it delivers]         │
│                                                     │
│  [Hero image or video]     [Key benefits list]     │
│                            [Direct CTA]             │
│                                                     │
├─────────────────────────────────────────────────────┤
│  WHO THIS IS FOR                                   │
│                                                     │
│  "This service is perfect for [customer type]      │
│   who struggle with [problem]..."                  │
│                                                     │
├─────────────────────────────────────────────────────┤
│  WHAT'S INCLUDED                                   │
│                                                     │
│  ✓ Feature/deliverable 1                          │
│  ✓ Feature/deliverable 2                          │
│  ✓ Feature/deliverable 3                          │
│                                                     │
├─────────────────────────────────────────────────────┤
│  HOW IT WORKS (The Plan)                          │
│                                                     │
│  ① Step 1  →  ② Step 2  →  ③ Step 3              │
│                                                     │
├─────────────────────────────────────────────────────┤
│  TESTIMONIALS (specific to this service)           │
│                                                     │
├─────────────────────────────────────────────────────┤
│  PRICING / PACKAGES                                │
│                                                     │
│  [Package options with clear differentiation]      │
│                                                     │
├─────────────────────────────────────────────────────┤
│  FAQ                                               │
│                                                     │
│  [Common questions about this service]             │
│                                                     │
├─────────────────────────────────────────────────────┤
│  FINAL CTA                                         │
│                                                     │
│  Ready to [outcome]?  [CTA Button]                 │
│                                                     │
└─────────────────────────────────────────────────────┘

About Page

┌─────────────────────────────────────────────────────┐
│  ABOUT HEADLINE                                    │
│                                                     │
│  Focus on customer transformation, not your story  │
│  "We help [customers] [achieve outcome]"           │
│                                                     │
├─────────────────────────────────────────────────────┤
│  OUR MISSION                                       │
│                                                     │
│  [Philosophical problem you're solving]            │
│  "We believe [customers] shouldn't have to..."     │
│                                                     │
├─────────────────────────────────────────────────────┤
│  THE TEAM (as guides)                              │
│                                                     │
│  [Photo]  [Photo]  [Photo]                         │
│  [Brief bios focused on how they help customers]   │
│                                                     │
├─────────────────────────────────────────────────────┤
│  CREDENTIALS (Authority)                           │
│                                                     │
│  [Years] years experience                          │
│  [Number] customers helped                         │
│  [Logos / awards / media mentions]                 │
│                                                     │
├─────────────────────────────────────────────────────┤
│  CTA                                               │
│                                                     │
│  Ready to work together?  [Schedule Call]          │
│                                                     │
└─────────────────────────────────────────────────────┘

Case Study Page

┌─────────────────────────────────────────────────────┐
│  CASE STUDY: [Client Name]                         │
│                                                     │
│  [Result headline: "How [Client] achieved [result]"]│
│                                                     │
├─────────────────────────────────────────────────────┤
│  THE CHALLENGE (Problem)                           │
│                                                     │
│  [Client's situation before - external problem]    │
│  [How it was affecting them - internal problem]    │
│                                                     │
├─────────────────────────────────────────────────────┤
│  THE SOLUTION (Your approach)                      │
│                                                     │
│  [What you did - the plan in action]               │
│  [How you approached their specific situation]     │
│                                                     │
├─────────────────────────────────────────────────────┤
│  THE RESULTS (Success)                             │
│                                                     │
│  [Specific metrics and outcomes]                   │
│  [Before/after comparison]                         │
│  [Client quote/testimonial]                        │
│                                                     │
├─────────────────────────────────────────────────────┤
│  CTA                                               │
│                                                     │
│  Want results like this?  [Get Started]            │
│                                                     │
└─────────────────────────────────────────────────────┘

Pricing Page

┌─────────────────────────────────────────────────────┐
│  PRICING HEADLINE                                  │
│                                                     │
│  "Choose the right plan for your [need]"           │
│                                                     │
├─────────────────────────────────────────────────────┤
│  PLAN COMPARISON                                   │
│                                                     │
│  ┌──────────┐  ┌──────────┐  ┌──────────┐         │
│  │  Basic   │  │  Pro     │  │ Premium  │         │
│  │  $X/mo   │  │  $X/mo   │  │  $X/mo   │         │
│  │          │  │  ★ MOST  │  │          │         │
│  │  ✓ A     │  │  POPULAR │  │  ✓ A     │         │
│  │  ✓ B     │  │          │  │  ✓ B     │         │
│  │          │  │  ✓ A     │  │  ✓ C     │         │
│  │  [CTA]   │  │  ✓ B     │  │  ✓ D     │         │
│  │          │  │  ✓ C     │  │  ✓ E     │         │
│  │          │  │          │  │          │         │
│  │          │  │  [CTA]   │  │  [CTA]   │         │
│  └──────────┘  └──────────┘  └──────────┘         │
│                                                     │
├─────────────────────────────────────────────────────┤
│  GUARANTEE                                         │
│                                                     │
│  [Risk reversal: money-back, satisfaction, etc.]   │
│                                                     │
├─────────────────────────────────────────────────────┤
│  FAQ                                               │
│                                                     │
│  [Pricing-specific questions]                      │
│                                                     │
├─────────────────────────────────────────────────────┤
│  TESTIMONIAL                                       │
│                                                     │
│  [Quote about value/ROI]                           │
│                                                     │
└─────────────────────────────────────────────────────┘

---

Interior Page Checklist

For any interior page:

• Clear page title explaining the content
• Breadcrumbs (if deep in site structure)
• Relevant CTAs (at least 2)
• Internal links to related content
• Consistent navigation
• Mobile-optimized layout
• Page-specific meta description