Why Your Business May Not Need a StoryBrand Guide
As a professional coach, counselor, and behavior design nerd, I would summarize Donald Miller’s StoryBrand framework in one word — brilliant. Though not without limitations, it’s an exceptional tool for anyone who needs to communicate clearly, especially small businesses. I’m a big fan of the framework, but your business may not need a StoryBrand certified guide.
When I was first introduced to StoryBrand about a dozen years ago, it instantly resonated with everything I knew to be true about our brains and human behavior. I started using it immediately. As a prolific writer, it simplified and expedited the process of writing emails, blog posts, and even my own book. I seriously considered becoming a StoryBrand certified guide, but didn’t pull the trigger.
Here’s why I’m not a StoryBrand Certified Guide:
Price. The StoryBrand certification page doesn’t list their pricing, but after doing a deep dive discovered it’s $10,000 — with an annual renewal of $5000. I only found this pricing after numerous Google searches and the transparency of people who wrote about it. As a small business, that’s a big investment — and I’m skeptical about the ROI promises.
Desire to Stay Affordable. Once certified, I would be required to set a minimum rate for my services beyond what I’m comfortable charging clients. I love working with new small businesses. Working with these people means acknowledging that cost is a thing and I don’t want to out price the people I most want to help. I don’t charge the StoryBrand guide minimum and am more affordable than most similar services.
Skepticism About ROI. StoryBrand certified guide directory are listed in a directory to help boost exposure. While this is enticing to some, I’ve been down that road as a Gallup Certified Strengths Coach. The Gallup coach directory is too large to be beneficial and I’ve gotten 2-3 inquiries in 5 years — and they never led to paying customers. My assumption is the StoryBrand directory would be equally disappointing. I could be wrong but the investment isn’t worth the risk (for reference, Gallup certification was over $7000 with no renewal fee).
Your business may not need a StoryBrand certified guide to reap the benefits of the framework. What are the advantages of working with a small, boutique agency like StoryMatters?
First, I charge less.
The financial investment someone has made into becoming a guide means they have to recoup the costs — and often that’s forwarded to you. Aside from having a base starting price once they become a guide, they may need to raise their rates to justify the cost of the training program and ongoing renewal fees. It’s totally understandable, but these higher rates might put them out of reach for your budget.
Second, I have real life experience using StoryBrand for years.
I’m not a spring chicken (my body tells me that every day). I’ve been using it for nearly a decade and invested in Donald Miller’s Business Made Simple Course to learn the in’s and out’s of running a business from a StoryBrand perspective. Though not a certification program, it was a deep dive into all things marketing.
One of the most important things I learned in Gallup’s Strengths Coach certification program is that I knew a lot already going into the week long training. I was disappointed with the program because I entered the training week above the expected base level of knowledge after using in real life coaching for 10 years. The cost wasn’t worth the value I received and I’ve been cautious about paying for official credentials or certification for anything ever since.
On the one hand, it’s hard for me to not be a StoryBrand certified guide.
As a coach, I value certifications and learning. I pursued certifications in nutrition coaching, life coaching, personal training, sleep, behavior science, and strengths. It’s important to me to have the stamp of approval that accompanies the certification badge.
On the other hand, I know that sometimes experience trumps the badge, and not being a StoryBrand certified guide might benefit you more.
As a creative, I have no official certifications. But want to know a secret? In all those earlier years as a coach, no one ever asked about my credentials. In fact, when I told people I wasn’t a registered dietitian for example, everyone I sheepishly confessed to said, “good!” They didn’t want the formulaic approach they expected from an RD, opting for the freedom and flexibility of someone who knew their stuff, but was more affordable and effective for them.
In a nutshell, this kind of experience is what you get from me as website designer and copywriter with years of experience with StoryBrand.
You get the benefit of someone who knows their stuff — without the expense of hiring a guide.
You get help from someone who knows how to follow the formula— and know when to deviate from it.
You get a seasoned coach who asks more than scripted questions — so you feel heard and understood.
You get someone who deeply understands human behavior — and writes and designs for it.
You get the confidence of someone who knows their strengths— and recruits help when needed.
I love my friends who are StoryBrand certified guides and agencies! They might be the right fit for you and your business. If you are a large or e-commerce business, need ongoing copywriting help, or have a complicated business, I heartily recommend working with Knapsack, Lemay Story Studio, or Murphy Marketing.
But, if you are a new or small business ready for your first website, or your current one needs a refresh, your business may not need a StoryBrand Guide, so let’s talk!
StoryMatters offers website design package and copywriting packages that include the coaching, creative, and confidence your small business needs to make a great impression online.
