Today, people are skim readers. If your website “offer” or the copy “above the fold” doesn’t grab them immediately in an aspirational way, you’ve lost them.
In Donald Miller's book, Building a Story Brand, he shares many great StoryBrand examples of "offer" or "hero statements" that sell by focusing on helping the customer be the hero.
If you're interested in making your web copy grab attention, read on.
Hero Statements Simplified
Time and time again, at BigOrange.Marketing, an inbound and digital marketing agency, we see future clients with website copy that starts with belief statements. These statements were popular a few years ago. Or even worse, we sometimes see a website that starts off with a negative statement describing what customers hope to avoid. The good news is, following the principle of helping the customer be the hero can help.
StoryBrand Example Hero Statements
Examples included in the Building a Story Brand book help illustrate this unique messaging strategy. We've compiled a list of 22 StoryBrand examples below to inspire you:
1. Financial Guidance Designed to Serve You Best
We love this hero statement from our client Carnegie Investment Council, an investment firm, because it positions their customer at the center of the story. A great hero statement is brief, catchy and focuses on the client, not the service. CIC reels their customers in with a simple promise: feel ready for whatever lies ahead.
2. Love Your Wedding Films, Forever.
In only five words, Reverent sums up exactly what newlyweds want from their big day. Simply, a timeless video of their ceremony to cherish forever. We love this hero statement because it wraps up the purpose of their service in one elegant and effective sentence. Especially with weddings, a brand’s story is the customer’s story.
3. Hire the Right Person Every Time.
Clear, concise and to the point. Moellering gets the hero statement right. Beginning a hero statement with a dynamic verb hooks the reader, especially when it addresses them directly. Additionally, Moellering illustrates an understanding of their audience’s goals and pain points. Developing an accurate customer persona translates into better, more provoking hero statements.
4. Achieve Financial Success With Less Stress
A little rhyme never hurt anybody. Honest Buck Accounting’s hero statement sings with its clever play on the words “success” and “less stress.” Crafting playful copy keeps your messaging memorable by sticking in the brain. Plus, it can create a rapport with readers that encourages them to keep exploring your content.
5. Make Your Dream Home a Reality
We love this hero statement from Wolfe Homes because you can understand what they offer at a glance. In addition to customer-centric copy, within the first two sentences on the site, readers understand what Wolfe Homes offers. They build, renovate and maintain homes. Don’t bury the lead on your StoryBrand site – always make sure your services are clear immediately.
6. Extraordinary experiences for extraordinary kids.
The main principle of crafting a StoryBrand website is to help the customer be the hero of their story. To every kid, their parents are already heroes. We love this site from Waterloo Schools because of their poignant writing and beautiful images. A great way to collect photos of your organization is to hire a photographer during in-person marketing events.
7. Give your child a smile they’ll love.
Stark Smiles combines beautiful design and great writing on their site – earning them a spot on our fantastic StoryBrand examples list. The orthodontic firm positions themselves as a helping hand for parents during the often scary process of braces.
8. Divorce without drama
Mediation Northwest’s hero statement is one of our favorites. It’s only three words, but they each pack a punch. “Divorce without drama” followed by a call to action appointment button is a perfectly frank and poignant StoryBrand example that truly appeals to the customer.
9. Unwind: Minutes From Topeka, Miles From Distractions
A hero statement can also unify the messaging of a product that has more than one purpose. For example, East Bank on Mill Creek is a wedding venue, vacation spot and private event space. The website’s hero statement ties together their customers ultimate goal: to unwind.
10. Food For Every Mood
We love this hero statement for its clever wording. Moo Creamery’s “food for every mood” not only rhymes but also ties in the brand name. It’s playful, catchy and communicates the restaurant's atmosphere within the first click on the site. Plus, it’s paired with gorgeous photographs from the menu.
11. Step into the expanse
First impressions matter. Your StoryBrand site should pair a powerful hero statement with a beautiful image for maximum impact. For example, The Crossing at Grasslands greets website visitors with a taste of adventure.
12. Compliance First. Safety Forever.
The United Safety Associates has a great hero statement that conveys their competence and commitment to protecting your team. USA’s website copy focuses on the clients' need to meet OSHA requirements, which is why it’s a great StoryBrand example.
13. Create the perfect piece that fits just right
Unruh’s hero statement is an excellent example of writing intriguing headlines that draw people into your website. This website’s hero statement makes you want to read on without burying the lead.
14. Put Your System Implementation Back On Track Within 30 Days
This hero statement from Primed is full of energy. The writing creates a sense of movement, pulling the reader forward on their journey of system implementation. This is achieved by providing a time-frame in the copy – allowing clients to visualize themselves at the finish line.
15. Envelopes That Get Opened
Parkland Direct addresses their clients’ pain points and goals in a single sentence. Direct mail campaigns live and die by their open rates. This company promises that your message won’t be condemned to junk mail.
16. Whiskey worth sharing.
Even a simple product can connect to a larger customer story. For example, Axe and the Oak Distillery leverages whiskey and community. “Whiskey worth sharing” calls to mind how friends often gather around good drinks and good times.
17. There’s a better way to buy or sell your home.
Buying and selling a house is stressful. Amory Realty answers the question hanging over every home buyer/seller’s head: “isn’t there a better way to do this?” A fantastic way to start generating ideas for your hero statement is to think of questions your clients may be asking themselves.
18. Renting the right equipment has never been easier.
Vandalia Rental’s hero statement promises to get the right equipment to your job site quickly and conveniently. We like how they supplement their promise with a search bar tool. It’s both a call to action and a creative way to discover customer needs.
19. Boost Your Business Weekly
The Friday Habit, a business podcast, has an excellent StoryBrand hero statement. “Boost your business weekly” lets readers know they can tune in each week for relevant advice. Plus, their subhead is broken down into a simple checklist. Making your writing bite-sized increases readability and gets the point across faster, which is crucial in our digital age.
20. Take control of your business finances
Foncannon helps their customers take control of their financial story. Their website illustrates that you don’t need overly playful copy in order to craft a successful StoryBrand hero statement.
21. Free Your Business to Grow Fearlessly
We love the wording of Bright Pearl’s StoryBrand messaging. Aspirational language like “free”, “fearlessly” and “grow” are powerful assets in your marketing tool-belt. Hero statements are where you should pull out all the stops to draw customers in.
22. Stop prepping. Start doing.
The final website on our 22 Fantastic StoryBrand Examples list is “Stop prepping. Start doing.” from Motivated Mornings. Their hero statement calls out the procrastination pitfall of overly prepping for a creative project. Plus, it’s an apt statement to end on! Still need help writing a lead-generating hero statement? Contact us today to get started.
StoryBrand Example Hero Statements
Examples included in the Building a Story Brand book help illustrate this unique messaging strategy. We've compiled a list of 22 StoryBrand examples below to inspire you, and added a few we crafted for clients as well:
Financial Guidance Designed to Serve You Best
Love Your Wedding Films, Forever.
Hire the Right Person Every Time.
Achieve Financial Success With Less Stress
Make Your Dream Home a Reality
Extraordinary experiences for extraordinary kids.
Give your child a smile they’ll love.
Divorce without drama
Unwind: Minutes From Topeka, Miles From Distractions
Food For Every Mood
Step into the expanse
Compliance First. Safety Forever.
Create the perfect piece that fits just right
Put Your System Implementation Back On Track Within 30 Days
Envelopes That Get Opened
Whiskey worth sharing.
There’s a better way to buy or sell your home.
Renting the right equipment has never been easier.
Boost Your Business Weekly
Take control of your business finances
Free Your Business to Grow Fearlessly.
Stop prepping. Start doing.
Do you have a message that belongs on this list? We'd love to add it to these inspirational StoryBrand examples. Email me at firstname.lastname@example.org.