8 Answers
I get a kick out of treating messaging like quest design, so my templates reflect that. The 'quest log' template maps: hero, their looming problem, the helpful guide (you), the simple map/plan, the reward, and the failure scenario—basically the StoryBrand beats turned into a game sheet. From there I spin out a short one-liner template, a tagline generator (three variants: emotional, rational, curiosity), and a content calendar template that aligns stories to product milestones.
I also love a micro-test template: pick three headline variants, three subheads, and test them across ads and the homepage for a week. That way templates aren’t academic—they evolve from data. Mixing storytelling structure with experimental play feels creative and practical, and I always leave the process with a grin because it’s part strategy, part storytelling fun.
There are a few templates I always reach for when I’m piecing together a StoryBrand-style messaging guide, and they’ve saved me from vague marketing buzz more times than I can count. First off, the core 'BrandScript' template — the SB7-style flow that walks you through Character, Problem (external/internal/philosophical), Guide (empathy + authority), Plan (process + agreement), Call to Action (direct + transitional), Success, and Failure — is the backbone. I plug in short, literal lines for each section, then tighten them into a one-sentence 'One-Liner' that becomes the headline for everything. That process forces clarity: no room for fluffy adjectives, only clear transformation for the customer.
Next I draft a Website Wireframe template built around that One-Liner: headline, sub-headline, 3-step plan graphic, value bullets, social proof, and a clear CTA. Pair that with a Lead Magnet template (headline, benefit, what they get, and the CTA) and an Email Nurture Sequence template (welcome, problem reminder, guide proof, soft CTA, case study, hard CTA). These let me spin up a funnel quickly and consistently. I also use a Messaging Matrix template (audience segments vs key messages vs proof points) to keep messaging targeted across channels.
Finally, I always include a Tone & Voice cheat sheet, an Objection FAQ template, and a 90-day Content Calendar template that maps topics back to the BrandScript pillars. When I use these together, the brand sounds consistent on the homepage, in ads, and over email. It’s satisfying to watch messy brainstorming cohere into clear, repeatable messages — feels like turning static into momentum.
Three quick templates I always reach for: the BrandScript (character, problem, guide, plan, CTA, stakes), a one-liner template ('For [who] who wants [result,our [product] helps [how] so they can [benefit]'), and a homepage wireframe (headline, subhead, 3-step plan, CTA, social proof).
I use short examples inside each template so the team doesn’t overthink phrasing—tiny samples like a headline + subhead pair and one testimonial plug. Also, a microcopy list for CTAs and button text saves tons of late-stage debate. These three templates cover foundational clarity and let me iterate fast, which I always appreciate when ideas need to ship.
My go-to collection of templates for a StoryBrand-style messaging guide is something I keep in a little folder labeled 'clarity.' I start with the BrandScript template: the simple fill-in-the-blanks that force you to name the character, their problem, the guide (you), a clear plan, the call to action, and the success/failure stakes. It’s the spine of everything and once that’s solid, the rest becomes easier.
From there I build a one-liner template (Problem + Solution + Result), a homepage wireframe (headline, subhead, 3-step plan, social proof, CTA), and an email nurture sequence template (welcome, value-first, case study, CTA). I also keep a FAQ template and an objections-handling sheet to turn hesitations into micro-copy. I learned the hard way that templates aren’t one-size-fits-all; I treat them like Lego—snap pieces in, test, then tweak language, tone, and CTA placement.
If you’ve read 'Building a StoryBrand', you’ll recognize these parts, but I pair them with a brand voice cheat sheet and a metrics tracker so each template ties back to conversion goals. That combo makes the messaging guide feel alive instead of dusty, and I always walk away thinking the brand just got a little sharper.
If I had to pare it down to the most reusable bits, I’d start with a compact toolkit: a short BrandScript worksheet, a One-Liner formula, a 3-step Plan template, and a CTA library. The BrandScript worksheet is a prompt-driven form where I answer questions like: Who’s the hero? What’s their problem? How do we guide them? What’s the plan? What does success look like? Filling that out in bullet form makes writing everything else way easier.
From there I use the One-Liner formula: (Problem) + (Solution) + (Outcome) — that becomes the hero message for ads and social. The 3-step Plan template (Step 1: Do this, Step 2: Do that, Step 3: Enjoy X) is golden for reducing friction — it fits on a homepage and in an explainer video script. I keep a small CTA library with direct and transitional CTAs so I can swap language depending on intent: 'Start free trial' versus 'Download the checklist.' For teams, a simple Messaging Matrix that cross-references top pain points with proof points and tone cues keeps everyone aligned. I always finish by drafting two or three micro-stories (customer mini-case templates) so the messaging has human examples — that’s what really sells the guide in my experience.
If I sketch a messaging guide fast, my first template is always a one-page BrandScript: Who is the hero? What problem hurts? How do we show empathy and authority? What’s the simple plan? What’s the clear call to action? What does success look like? That sheet becomes the north star for every piece of content.
Next I build a messaging matrix template that maps audience segments against the customer journey stages—awareness, consideration, decision—and slots in key messages, proof points, and CTAs for each cell. I include a fill-in-the-blank headline library (three headline formulas: value-driven, curiosity, pain-relief) and a subheadline template. For execution I use a homepage wireframe template, a 5-email funnel template (subject line + preview + core offer), and a FAQ/objection template to prep copy for sales pages.
I also make a microcopy template for buttons and error messages because small things move conversions. Finally, I attach a simple A/B testing plan to each template: hypothesis, variant, metric, sample size. That structure keeps me honest and helps turn storytelling into measurable results; it feels good to see words actually move numbers.
My go-to approach is pragmatic: I start with a stripped-down BrandScript that forces answers in one line per element, then build a 'One-Liner' and a homepage wireframe off it. After that, I make a short Plan template (3 steps max) and two CTA templates (soft + direct) to cover different buyer readiness levels. I also create a one-page Messaging Matrix that pairs each audience segment with a single leading claim and two proofs — this stops the message from scattering.
For validation, I convert the lead magnet and a few headline variants into quick ad tests or landing page A/Bs, using an Email Nurture template to follow up and measure engagement. I find that testing early with these lean templates gives fast feedback and keeps the guide honest. Overall, using compact, repeatable templates helps me move from vague brand talk to clear customer-focused messaging — it’s practical and oddly satisfying to see the pieces click together.
People often underestimate how many templates a solid messaging guide needs. I start with a deep-dive BrandScript template and then branch into a messaging matrix that cross-references buyer personas with lifecycle stages. That matrix is a practical, repeatable template: for each persona and stage you list the core message, proof, CTA, primary channel, and metric. It’s the most useful tool I own for keeping campaigns consistent.
Beyond that, I use a narrative arc storyboard template for larger campaigns—scene-by-scene beats (pain, confrontation, guide entry, plan, transformation)—and a sales page template that maps headline, empathy paragraph, features vs benefits, social proof modules, price anchors, and layered CTAs. Email sequences get their own template with suggested cadence and subject-line frameworks. I also maintain a style-and-voice template: tone, forbidden words, power verbs, and reading level targets. These templates help me scale messaging while preserving personality; every time I use them the copy feels clearer and more purposeful.