Story/Voice BrandscriptWe are going to figure out your customers' story and place ourselves right smack in the middle of it. Here's the Old as Time Story Arch And here's how it plays out in a movie Customer NameProject Title1. CharacterWhat does your customer want? What do your customers want as it relates to your product or service?2. Has a ProblemVillain Is there a root cause of your customers' problems? Can you personify this root cause as a villain? What is the villain in your customers' story? External What is a problem your customers deal with as it relates to your product or service? Internal How is this villain making your customers feel? Philosophical Why is it "just plain wrong" for your customers to be burdened by this problem?3. And Meets a GuideEmpathy What brief statement can you make that expresses empathy and understanding? Authority How can you demonstrate competency in solving your customers problem?4. Who Gives Them a PlanProcess Are there 3 or 4 steps your customers can take that would lead them to a sale or explain how they would use your product after the sale? Agreement List the agreements you can make with your customers to alleviate their fears of doing business with you.5. And Calls Them to ActionDirect What is your direct call to action? Transitional What transitional calls to action will you use to on-ramp customers?6. That Ends in a SuccessList the positive changes your customers will experience if they use your product or service.7. That Helps Them Avoid FailureList the negative consequences your customers will experience if they don't use your product or service.Character TransformationFromHow was your customer feeling about themselves before they used your product or service?ToWho will your customer become after they use your product or service? What is their aspirational identity?
