Clear statement of what your customer wants (e.g. “Stay on top of your finances”)

The guide section of your StoryBranded website is meant to highlight two things – empathy and authority. Empathy is meant to connect with your potential customers and let them know you understand their problem. Authority is meant to show that you can solve your customer’s problem.

One simple way you can demonstrate authority is by writing website copy that says something along the lines of “I understand” or “we understand” and then begin to hit on your customer’s external, internal, and philosophical problems. You can then display your authority by including customer testimonials, logos of brands you’ve worked with, or results that your customers have experienced.