BrandScript Element 4 - Give Them a Plan


These are my notes from reading Donald Miller's book on Building a StoryBrand. Chapter 7 goes through the fourth stage of his BrandScript Framework which is about creating a plan for your customer as a guide.

If you want to check out the other parts of this series, the links are below:

  1. Overview
  2. Identify the Character
  3. Create a Villain
  4. Introducing a Guide
  5. Give them a Plan
  6. Call them to Action
  7. Prevent Failure
  8. End with a Win
  9. Participate in Their Transformation
  10. Brandscript your Website
  11. The Narrative Void
  12. The Marketing Roadmap

The Principle: Plans Garner Trust

Customers trust a guide who has a plan


  • Plans create clarity for the customer.
  • Each step in the plan addresses one more concern the customer has

Two types of Plans

  • Process
    • Clears up how a customer can do business with us
  • Agreement
    • Remove customer unease

Process Plans

You can share the process of before or after the customer makes the purchase.

Before the Purchase

What are the steps you need to take to buy from us?

Example of online delivery:

  1. Give us your address
  2. Process credit card

After the purchase

What steps do you need to get your purchase set up?

Example of Shopify CMS:

  1. Open up Spotify shop
  2. Navigate to settings
  3. Copy / Paste shop Id into CMS integrations …

Agreement Plans

List of agreements you make to the customer to help them overcome the fear of doing business.

If it’s succinct, you can add a title and hang it on the wall.

Example of a Dentist agreement Plan:

  • Anytime you are feeling uneasy, raise your hand and we will stop
  • We provide injection alternatives if you need it

Practice Time

Business Name Site Business Name What do they do? Process Agreement
Kingsgrove Cats Kingsgrove Cats Boarding house for cats 1. Pick your dates 2. Bring your cat First timer Stress Relief: 1. We provide an update of your cat on your request 2. Have your own special cat food? Bring it over.
Mane Painters Mane Painters Hair colouring Once you arrive at your appointment: 1. Choose your service 2. Choose your color The I'm not sure guide: 1. Ask for 10 min consultation 2. One of us will go through the changes we can do for your hair 3. Get professional opinions on what works 4. No commitment guarantee
Little Leaves Piano Little Leaves Piano Piano teaching Post purchase: 1. Bring your current sheet music 2. Identify your goals 3. Bring a lesson book for progress tracking 1. Every lesson will build you towards your goal 2. Lesson books will track how your progression 3. Be more confident in your progress
Austral Bricks Austral Bricks Styled bricks Pre-purchase: 1. Come in to see the bricks 2. Pick a color scheme 1. Access our experts at any time 2. Professional advice on what colors work well 3. See examples of other houses for inspiration
Hot Tyres Hot Tyres Sell Wheels and Tyres Wheel Services 1. Bring your car in 2. We show you 3 different tyres 3. You pick the one that best suits your budget 1. Change your tyres only when you need it 2. If there's nothing wrong, we won't take your money
Duo Duo Duo Duo Ice cream and Donuts 1. Come to our store 2. Choose from our selection 1. Check out our Twitter page for stock outages 2. Ice cream sampler if you're not sure what flavour to pick
Uturn Outlet Uturn Outlet Second hand fashion 1. Come to one of our stores 2. Pick an outfit 3. Try it out in change rooms 1. What you see is what you get 2. No price markup