StoryBrand: How To Write An Incredible Agreement Plan (In 3 Simple Steps)

The StoryBrand Framework can help you connect with your customers — if you do it right.

The Agreement Plan is one of the best places to make a connection with what your customers are thinking and experiencing, but so many people do it wrong. Which means they’re missing an incredible moment of connection.

In this video, you’ll learn how to write a StoryBrand Agreement Plan that you can put on your website to connect with your customers.

And it only takes three simple steps.

When you apply what you learn, your website will connect with your customers better and build trust. Which means they’ll buy more.


Tell me, if this sounds like you you’re going through the business based simple university through the StoryBrand messaging framework course, you get to the agreement plant. Wow, this sounds awesome. My customers need this, but how do I put it on my website? Don’t worry. You’re not alone. My name is Ryan Toth. I’m the CEO of clear brand. I’m a StoryBrand certified guide. And in this video, I’m going to show you how my team and I create agreement plans for our clients that connect with their customers and get them more leads and more sales let’s jump in.

Alright. First off, what is an agreement plan? It’s part of the StoryBrand framework. It’s in the plan section, right? The StoryBrand framework goes like this. A character has a problem, meets a guide who gives them a plan, which results in either a failure or a success. The agreement plan is where you can really connect with your customers in a really solid way. If you leave this out, if you mess this up, you have just missed an incredible opportunity to address some of your customer’s concerns, to connect with them and to move them forward on their journey, to buying from you. So how do we create an agreement plan that actually gets results? I’m going to walk you through the three steps that my team and I go through with our clients. I’m going to pull back the layers. You can see exactly what we do and move forward with your agreement plan with confidence

You want to start with objections. Now the agreement plan is not a place to put your objections. It’s a place to put your responses to potential customer objections. Let’s list out the objections. What are all the ways that your customers might be getting in their own way or the questions that they might have at this point? Because remember, at this point, you’ve talked to them about the problem that they’re experiencing. You’ve talked to them about the way that you can help them solve that problem, right? That comes before the agreement plan on your website. If you have a question about the order of things on your website, we’ve got another video that helped you with that. We’re going to link in the description below. So now they’re going to have some questions. Is this going to work for me? Will it break? Why does it cost so much, lots and lots of possible options depending on your industry? So the first thing I want you to do is on a piece of paper, write out the title objections, and then I want you to list at least 10 possible objections. Why 10 it’s random number. Sure. But it means it’s going to force you to brainstorm which we want. I want you to go through your list of 10 items and I want you to write out what is the positive way that you can kind of answer that objection in, in 

A way that solves not only answers it, but solves a problem for your customers once you’ve done that, let’s move on to,  step2. I want you to think about your differentiators because your agreement plan can be a great place to put your differentiators. The issue with differentiators that a lot of folks run into is that they try to sprinkle 

Them all over the website. Well, we don’t want to do that because then that takes over the story that you’re telling. And the story you’re telling is not about your differentiators. It’s about the way that you can help solve your customer’s problem. The differentiators is what sets you apart from your customers, not how you solve your customer’s problem. If you have questions about differentiators, we have another video about differentiators. And how do you use them in your agreement plan? I’m going to link that in the description below your most important differentiator is actually your clarity. If you communicate more clearly than your competitors, you’ve already set yourself apart and you might not even need differentiators. And the reason why we’re using the StoryBrand framework is because that helps us get really, really clear and connect with our customers. But we’re in the agreement plan section of the website. And if you have extra differentiators, this is the great place to put them. So I want you to list those out, just like in the last step, brainstorm 10 or so now let’s move on step three. 

We want to pick your best ones from those previous two steps. If you list off random things that you’re promising to your clients, they might not actually matter to your clients or customers. This is a great way of getting to things that still function as our promise to you. But they’re connected with real questions that your customers have. And we know that these truly mattered to your customers. So I want you to pick six or so from the previous two steps, maybe a couple of those objections that you’ve solved, and we’re not going to put the objections in the agreement plan. We’re only going to put the solution. Now you might be saying, oh, but some of them are this like response to an objection, which we’re going to call our promise to you. And some of them are differentiators that’s okay. Your customers don’t know the difference. 

It’s all going to feel like our promise to you. Now, once you have your master list, there’s a couple things to keep in mind because this isn’t just to have on a wall, right? This is to put on your website. So we need to make sure that these are going to look good, that they’re going to function on your website. Well, so the first thing to consider is how many do you have? I typically like to keep it to six or fewer. Yeah. Somewhere between three and six is typically ideal because that works really well with design. You can put 1, 2, 3 on your website, or you can have a row of three in a row, three on your website. That looks great. So keep in mind, okay. How is this going to look? How’s it going to function on the site? If you have like 17, you’re just going to overwhelm your customers and they’re going to leave, right? 

We want to keep this simple, make sure that this is all connecting with your customers. And this next thing I would keep in mind is I always recommend hiring a designer. Most people are bad at design and most people don’t know it. Now designed can make your content easier to engage with. So I highly recommend engaging with the, using a designer to help you make this look good on your, make it easier for your customers to consume as they’re scrolling through it. The final thing to consider is I want you to ask yourself is the title of this enough? Is that clear enough? Or do we need a description sentence? And if you need a description sentence, you’re going to want to write one for all of your, uh, agreement plan items because of the D design element. We want them to match each other. 

It’s that consistency within a section that helps the brain to recognize patterns that makes it really easy for folks to consume that content. So at this point, you’re probably wondering, what does this actually look like? Let me show you on a real site that we just launched. All right? So this website is a tele-health company that just launched in Tennessee. They have incredible pricing, incredible benefits. If you are ever wanting to talk to a doctor, I highly recommend checking these folks out, but let’s scroll down and look at their agreement plan. So we decided to call it our promise to you. Now you do not need to call your agreement, plan our promise to you. You could call it our guarantee. You could call it whatever you want. Our promise to you typically works pretty well because that’s what these items are. Now. Let’s look at these, no insurance needed. 

That is a response to a question. Actually, this is a great one. The question that this is a response to is does my insurance cover this? Well, the answer is no, but we decided to phrase it this way. You don’t need insurance, right? We put a positive spin on this so that it would fit into our promise to you while also answering the question of does my insurance cover this? Now another thing these folks get access to members only deals in content. That is not a response to an objection. That is not a response to a question that is a differentiator, but notice how here it fits. It just flows, trustworthy medical professionals and therapists call any time, skip the urgent care. FYI. Plus members only deals in content. It just fits. And this is why I’m, I’m totally fine with differentiators and responses to the questions, responses to objections being mixed together in the agreement plan section. 

So there’s your agreement plan. Step one, write out objections, answer them in a positive way. Step two, write out differentiators. Step three, make all this look good. If it needs extra clarity, have a description under there. If it doesn’t, if the title is clear enough, then just leave out the description because we don’t want to put unnecessary words on your site. We want it to be as simple as it can be while also being clear and also being helpful to go out and make these changes on your website, connect with your customers better and get more leads and sales. And if you liked this video, go ahead and click the button below to subscribe and turn on notifications. So you find out the next time I release a video like this one to help you grow your business.


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