How to use the SB7 Framework in Video
At Ascend Media, we understand the power of storytelling in video production. Our team of video business strategists specializes in helping health and wellness companies in Colorado connect with their target audience through engaging and powerful video content.
We follow the age-old basics of storytelling, which consist of seven key elements. These elements, popularized by Donald Miller in his book "Building a Story Brand," include a character, a problem, a guide, a plan, a call to action, avoiding failure, and ending in success.
If you aren’t familiar with Donald Miller’s work- it is amazing for clarifying your brand message and attracting the right clients. These 7 points below are the critical elements to every good story. The same principles apply to marketing your brand. When paired with high quality video, these principles result some of the best marketing possible!
1. The Character
The first element, a character, is essential in every story. In movies, the hero is introduced at the beginning of the film, and the audience quickly learns what they want. Similarly, in the business world, companies must clearly define what they offer and what their customers want. This helps to invite the customer into a specific story that resonates with them.
2. The Problem
The second element, a problem, is equally important. Customers have a mental Rolodex file where they store businesses under the problems they solve. If a business hasn't clearly defined the problem they solve, customers are likely to ignore them. Defining the problem and offering a solution is what grabs the customer's attention and invites them to learn more about the brand.
3. The Guide
The third element, a guide, is a big paradigm shift. Instead of being the hero, companies should position themselves as the guide in the customer's story. Customers don't need another hero; they need a guide to help them solve their problem. As a guide, businesses can offer their products and services as weapons that will help customers save the day.
4. The Plan
The fourth element, a plan, is crucial in helping customers overcome their fears and uncertainty about buying. Giving customers a simple plan that outlines the steps to solve their problem is an effective way to build trust and overcome objections. By outlining a clear plan of action, businesses help customers envision success and feel confident in their decision to purchase.
5. The Call to Action
The fifth element, a call to action, is when businesses challenge customers to take action. Customers won't take action unless they're challenged to do so, and businesses must make this challenge clear and compelling. Calls to action should be visible and easily accessible, whether through a "Buy Now" button on a website or an email marketing campaign.
6. Avoiding Failure
The sixth element, avoiding failure, is a crucial step in building trust with customers. By addressing potential obstacles and explaining how they can be avoided, businesses can demonstrate their expertise and establish themselves as a reliable guide for customers.
7. Ending in Success
The seventh and final element, ending in success, is the ultimate goal of any business. By helping customers achieve success, businesses can build long-lasting relationships and create loyal customers who will continue to support their brand.
At Ascend Media, we specialize in using these seven key elements to create engaging and powerful video content that connects businesses with their target audience.
Here is an amazing tool Donald Miller created to write a simple and engaging sales script. If applied to video it generates some amazing results.
If you are ready to clarify your brand message and make a video that helps you connect with your favorite customers reach out today. We love helping Colorado based companies connect with the customers who need them most!
Videos using the SB7 Framework
