We can also use the StoryBrand framework to identify salient talking points. This framework allows us to identify elements that are most important to our audience.
They want to know how we can help them become the person they want to be, how we can help them do something that matters to them.
This means they don’t really care about our history, the way we’re organized financially, or the logistics of how we operate. These details may be important to people or potential partners as we dive deeper into what working together could look like, but these points don’t answer the most important questions our audience has, which are:
“How can you help me get what I want?”
“How can you help me solve my external, internal, and philosophical problems?”
“How will I be changed for the better through working with you?”
Leading off a presentation, newsletter, or informative pamphlet with the brief history of our initiative is akin to picking up a hitchhiker and answering their most pressing question, “Where are you headed?” by diving into our life story: “Well, I was born in Casper, Wyoming on a windy night…” It may be informative, and something they’ll eventually want to know, but it doesn’t help them figure out if they want to get in the car or not.
To help answer the questions people most want answered, some talking points pulled from our StoryBrand framework could look like this:
We want to help you make a difference, for our children and for our future.
We believe that every child deserves a great start in life and a promising future.
Like you, we’re heartbroken that children and families are struggling.
We have a dedicated team of leaders, researchers, and policy/advocacy experts dedicated to solving the issues facing Montana’s children and families.
We are committed to building systemic, sustainable solutions for Montana’s children and families.
We’re in this for the long haul.
Through our joint efforts, Montana will have stronger children, families and communities.
We can help you do your most effective work for the children and future of Montana.
These are simply broad, program-wide examples. In using the StoryBrand framework, you’ll be able to identify essential talking points for your unique focus area, project, or department.