DISCLAIMER: Ryan Toth is no longer a StoryBrand Certified Guide. After over 6 years, he decided it was time to part ways. We’re still big fans, though!
Frameworks like StoryBrand contain sections like the agreement plan that can help you connect with your customers through your landing pages — if you use them right.
A sales page 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 human connection.
Today, you’ll learn how to appeal to your customers using straightforward, clear language that you can put on your website to connect with them.
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 Made Simple Universitythrough the StoryBrand messaging framework course, and you get to the agreement plant.
Wow, you think, this sounds awesome. My customers need this, but how do I put it on my website?
Don’t worry. You’re not alone. I’m going to show you how to create plans for your clients that connect with customers and get you more leads and more sales.
What Is An Agreement Plan?
It’s part of the plan section from the StoryBrand framework. A character has a problem, then they meet a guide who gives them a plan for success.
The agreement plan is where you can create customer connections in a really solid way. If you leave this out, you have just missed an incredible opportunity to address some of your customers’ concerns, connect with them, and move them forward on their sales journey.
So how do we create a plan that actually gets results?
We do it by starting with objections – by asking ourselves why people wouldn’t want to buy from us. That said, this section isn’t a place where you simply list the objections you hear from customers. You don’t want to give a customer reasons not to buy from you.
Instead, you want to focus on the customer so you can address their objections before they come up at all.
Step 1: Identifying Objections And Obstacles
This section is a place to put your responses to potential customer objections and offer proactive solutions to their problems.
Start by listing 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?
Reflect on past sales calls. What kinds of questions do you commonly get? Odds are, those questions are the objections. And your responses are how you’d get customers to overcome them and buy from you anyway.
Common objections might be questions like those below.
- Is this going to work for me?
- Will it break?
- Why does it cost so much?
There are lots of possible options depending on your industry. So the first thing to do is write out all of the possible objections customers might have to buying from you. Then, list at least 10 possible objections. This is going to force you to brainstorm and think outside of the box, which we want.
Go through your list of 10 items and write out responses you might have to each objection. Try to frame them as positively as possible. Remember, the goal is to overcome these objections through your responses.
Step 2: Consider Your Differentiators
Now that you’ve got all your objections listed in one place, it’s time for step 2.
Think about your differentiators. Your promise section is a great place to list them.
As long as you don’t make the following common mistake.
The issue with differentiators that a lot of folks run into is that they try to sprinkle them all over the website. We don’t want to do that because then that takes over the narrative 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 are what sets you apart from your customers, not how you solve your customer’s problems.
To determine your differentiators, use the same process used to find objections. Grab a piece of paper, title it “Differentiators,” and list at least 10 different items that make your business stand out.
Think outside of the box, and refer to the customer experience you’ve provided to clients in the past. This is a great place to consider what you’ve heard when asking for customer feedback. If you regularly gather feedback from your customers, look at your reviews for additional ideas.
If you tend to finish a project and receive the same compliment from every client, there’s a good chance you’ve found a differentiator.
That said, if you communicate more clearly than your competitors, you’ve already set yourself apart and you might not even need differentiators to turn leads into loyal customers.
Step 3: Write Your Master List
Once you’ve got both lists on paper, it’s time to pick the 6 strongest items you wrote down. Don’t just grab any random item. If you do this and choose some random thing to promise to your clients, it might not actually matter to them at all.
As you choose, consider how your approach to nurturing customer relationships and loyalty sets you apart. What is it you offer that turns first-time buyers into repeat customers?
After considering how you’ve provided customer satisfaction in the past and identifying the strongest items on your list, it’s time to get back to writing.
List these items and title the section something like “Our Promise To You.” Then re-write them to frame customer expectations and address customer concerns.
Some list items will be objections, others will be differentiators. That’s okay. Your customers don’t know the difference. As far as they’re concerned, it’s all going to feel like “our promise to you.”
Once you have your master list of points, there are a couple of things to keep in mind regarding design. This isn’t just something for you to hang on a wall in your living room.
This is something you’re going to put on your website. And that means it needs to look good.
How Many Promises Does Your List Include?
When it comes to design, the first thing to consider is how many points you have on your list. At ClearBrand, we typically like to keep it to six or fewer. Somewhere between three and six is typically ideal because that gives your designer the freedom they need to create an awesome-looking site for all of this new copy.
Are They All Easy To Understand?
We also want to keep the list and the language we use short and simple to make sure that your customers can connect with your points, even if they’re reading your landing page after a long day of work. Avoid large paragraphs and overwhelming your audience with jargon you don’t need to use.
Will You Hire A Designer?
It’s always worth hiring a designer.
Most people are bad at design. And most people don’t know it. But well-designed websites make your it much easier to drive customer engagement.
Simply listing your differentiators and making promises isn’t going to be enough to convince someone to buy from you alone. After going through the steps listed above, revise your content with the following considerations in mind to make sure you’re using copy that can connect with customers.
Headlines And Titles
Headlines and titles are generally the first content visitors read after opening a landing page. When writing titles for each section on your site, ask yourself: Is it clear enough? Do you need a description sentence because it isn’t clear enough?
If you need a description sentence, you’re going to want to write one that’s short, clear, and persuasive.
Consistency helps the brain recognize patterns, which makes it really easy for visitors to consume content on your site.
The same thing applies to the points you placed on your list of promises and differentiators. If they’re not clear enough on their own, add a concise sub-description to bring clarity to each point.
Just like with your titles and headings, if you need to clarify one point from your list, it’s probably best to clarify all of them.
Get An Awesome Website And Drive Customer Engagement With ClearBrand
Creating an effective promise section on your landing page is about more than just listing your differentiators and addressing objections you’ve heard during customer interactions.
It’s about crafting a narrative to connect with customers, address their needs, and set you apart from the competition in a meaningful way.
By following the steps outlined in this article, you’re doing more than just filling in a template. You’re engaging in a deliberate process that brings clarity and relevance to your messaging. And your customers will thank you for it.
The key is to keep it simple, focus on your customer’s needs, and communicate your unique value proposition in a way that resonates with them. This approach helps overcome objections while building a foundation of trust and reliability.
Still struggling to find the perfect words to include in your promise section? ClearBrand can do it for you. Schedule a call today to learn more about creating a story-driven website that connects with your customer’s real-life experience.