Not reaching your sales goals is a symptom of a bigger problem: the lack of a consistent message. The words you use from your social media strategy, your website, and your sales process are critical. Yet too many companies create a visual brand identity and never consider the words their teams will use to sell their product.

The difference between a brand that gains traction, creates trust with customers, and makes the sale is an organized approach to the words the entire team uses to describe your products.

Words are that powerful.

Years ago, I worked with a well-established brand. They had everything we’ve been told you need to have a great business:

  • A solid product that their customers loved.
  • A consistent visual brand.
  • A dream team of high achievers.

However, the brand lacked consistency in messaging. Even with great writers on the team, the message shifted from day to day depending on the application. Social media, sales calls, website—it was all different.

The team brought me in to write a Brand Messaging Playbook. In the final presentation meeting, the team commented, “This is exactly what we’ve been missing for years!”

If you’re missing out on sales, a brand messaging playbook can bring order to your efforts and help you land more deals.

What is a brand messaging playbook, and how do you create your own?

The foundation of a messaging playbook is written using the StoryBrand Framework. As a StoryBrand Certified Guide since 2017, I’ve written hundreds of playbooks using the StoryBrand Framework as the foundation.

If you’re unfamiliar with the framework, I highly encourage you to read Building a StoryBrand: Clarify Your Message So Customers Will Listen. In the book, Donald Miller outlines the 7 talking points every brand should use based on the elements of a story. (If you don’t want to jump into reading the book, you can also listen to this podcast episode!)

The concept is simple, and the application is dynamic. To summarize: every story has a character who faces a problem. That problem is external, internal, and philosophical. The character then meets a guide who gives them a plan and calls them to action. The plan leads them toward success and away from failure. The character experiences a transformation.

The whole concept comes down to this: when you position your customer as the hero of the story and your brand as the guide, you increase the likelihood of connecting with your audience and making the sale.

Once you have these 7 talking points written as the foundation, it’s time to put the work into practice.

Every messaging playbook includes the essential messaging components you need to drive all of your marketing efforts.

A One-Liner:

Your one-liner is a concise statement you can use to explain what you do. If you’ve ever attended a networking event, you’ve been asked, “so what is it you do?” Without a messaging playbook, you may answer that question differently every time. Or stumble through your answer and miss out on a valuable connection.

It’s not that you’re not good at talking about your company. The problem is you’re so close to what you do that it’s hard to describe what you do simply.

That’s why I can jump into a conversation with a client and identify the message their customers need to hear. I’m an outsider! I’m not in the day-to-day operations of the company, so I can sift through the information, organize it, and then present a clear message for my clients to use in their sales processes.

A one-liner includes the problem you solve, the solution you offer, and the transformation they can experience (3 elements from the StoryBrand Framework). The purpose of the one-liner is to introduce yourself to your audience.

Where to implement your one-liner:

    • Email Signature
    • Social Media Bios
    • Website
    • Networking

An Elevator Pitch:

An elevator pitch is a clear, more expanded explanation of your business. Many of my clients’ teams use the elevator pitch in their one-on-one sales calls. The elevator pitch should demonstrate that you understand the problem your ideal customer is facing. That’s it!

Why? Because when you prove to understand the problem, your listener assumes you also know how to solve it!

An elevator pitch includes the problem you solve, how you guide customers to the solution, and the transformation they can experience (3 elements from the StoryBrand Framework). The purpose of the elevator pitch is to further solidify your message in the minds of those interested in your company.

An elevator pitch can be used:

    • Podcast Interview Introductions
    • Social Media Posts
    • Video Introductions
    • Blog Descriptions

Sales Letter:

I’m a big proponent of pre-written sales letters. I’ve written sales letters that have produced 6-figures of revenue for companies—they are powerful and effective!

A solid sales letter includes all 7 talking points from the StoryBrand Framework. The purpose of the sales letter is to make the sale. While it’s called the sales letter, the applications are extensive:

People connect with brands who invite them into a compelling story. The sales letter contains talking points to use across all marketing efforts.

You use the sales letter in different forms for:

    • Email Campaigns
    • A Messaging Outline for Your Team & Proposals
    • Video Script
    • Website Copy

Creating a messaging playbook is the best way to organize your marketing and sales efforts so that every interaction with your potential customer draws them closer to getting your product into their hands.

If you struggle to know what to say and where to say it, use this outline to create a messaging playbook for your brand. After writing hundreds of messaging playbooks, I can confidently say it’s the most profitable use of your time!

Do you need help with your messaging playbook? 

If you’re ready to write your brand messaging playbook, request a consultation today. I’ll help your team know what to say and where to say it so you can get your products into the hands of the people you’re meant to serve.