I have a BrandScript, now what?

So you attended the live stream for a StoryBrand® workshop and now have a 7-part proven framework called a BrandScript. (Or maybe you’re in the orange bucket club, and do it yourself all the time, and end up with a story that doesn’t match the rest of your marketing.)

Now what? 

Here are 5 simple ways you can apply it to your brand message.

1. Website Header

Your website header should answer three questions in the first five seconds:

• What do you offer?

• How can it make my life better?

• How do I get it?

2. Apply your brand message to a lead generator (also called a lead magnet).

A lead generator is a great way to collect email addresses from people interested in your services or industry.
You share value in the lead generator and then use their email to send a nurture email sequence that leads them through your sales process. 

3. Sales Email sequence—Six types of emails go into a sales process after you deliver a lead generator.

• Deliver the Lead generator - a thank you email sequence sending your lead generator to your audience

• Problem/solution - the problem your customer has and the solution you offer (your product or service)

• Testimonial/stories - share a story or customer testimonial of solving the problem

• Overcome an objection -  answer a common objection your customer has when buying or using your product or service

• Paradigm shift - Tell a story about “you used to think this, but now you should think about it this way….” 

• Ask for the sale - You’ve given them value, now ask for the sale

4. Social Media - pull from any of the seven parts of your BrandScript to share on social media

5. Use your Brandscript to focus and align your team. At the next team meeting, ask every person to write down what your company does. You’ll get a different answer from each person! Connecting your brand message to your purpose, mission, vision, and values creates cohesion and authenticity, increasing trust in the marketplace. 

Remember - when your customers are confused, you lose.

Until next time, keep it simple. The simpler your words in marketing, the better your results will be.

How to Write as You Speak

Practical tips for using natural speech in writing and making your words resonate with your audience.

How you engage your audience through the written word matters. One way is to write like you speak. This creates a conversational tone, making your content feel human and authentic. Today, we’ll explore practical tips and techniques for using natural speech in writing and making your words resonate with your audience.

What is Conversational Writing?

Conversational writing is meant to copy the informal way you talk with your best friend over coffee.

Unlike formal writing, which often feels stiff and outdated, conversational writing uses a relaxed tone to make you feel comfortable. It uses simple language, personal pronouns, and an active voice, making your readers feel like they’re part of a dialogue.

Conversational writing—usually found in blogs, emails, and social media posts—involves engaging the reader to help form a stronger bond faster.

5 Tips to Write as You Speak

1. Use Short Sentences and Paragraphs
   Breaking down your content into shorter sentences and paragraphs makes it easier to digest. It also follows your natural speech rhythm and avoids the monotonous tone of longer sentences that can disturb your reader.

2. Ask Questions
   Just like in real life, asking questions in your writing can engage readers and prompt them to think. What went right about your week? How did that make you feel? Tell me more. Asking the right question can nudge them to take a specific action.

3. Use Contractions and Slang
   In everyday conversations, we often use contractions and occasional slang. Adding them to your writing can make you sound more genuine. Remember to balance it with professionalism, depending on your audience and context.

4. Practice Reading Aloud
   It’s a secret tip no one tells new writers about. Reading what you’ve written out loud is the best way to find out if your writing sounds natural. It lets you listen to how it flows and makes it easier to spot any words or phrases that sound awkward or unnatural.

5. Keep it Simple
   The more complicated words you use, the more confused your reader gets. Keep your vocabulary simple like you were at the coffee shop chatting with your best friend. Imagine sitting at your grandma’s kitchen table, sharing stories, and eating your favorite chocolate chip cookie, or cinnamon scone, hey, it’s grandma’s house - so you pick.
   
   Examples and Practice
   
   To practice, let’s turn a few formal sentences into something more conversational.
   
   Formal: "It is important the clients submit their proposal documents promptly."
   
   Conversational: "Send us your feedback by next week."
   
   Now it’s your turn -
   
   Try rewriting the following in a conversational style:
   "The management appreciates your efforts in promptly complying with the new guidelines."
   
   A simpler version might sound like:
   "Thanks for following the new rules so fast. We really appreciate it!"