We talk a lot about the importance of a “BrandScript” in the StoryBrand messaging world--but what is it? 

A BrandScript is just a breakdown of the essential elements of your marketing message. In StoryBrand we use a 7-part framework and work with the client to determine those seven elements that help a customer understand what they, as a company, are offering, and how it will impact their customers' lives.

When done correctly--a BrandScript should help a company create consistent content quickly and more easily. And there’s nowhere that most of us would rather be able to save time and energy than in the social media realm.

So how might we use a BrandScript to create social media posts?

Below you’ll see a sample BrandScript that I created for a podcast I was on. Please note that the book is real--but the BrandScript was not based on any feedback I had from the author.

A character wants

To take their writing to the next level



So many sources of information out there


Feel overwhelmed


Shouldn’t I be able to find all the information I need in just one place?

Meets a Guide


I was where you are

That’s why I wrote this book


I’ve written many fiction and craft-related books that have gained the respect of my peers and readers.

Who gives them a plan

Step 1 - Buy Side Characters.

Step 2 - Put the tips into action.

Step 3 - Start getting those 5-star reviews.

And calls them to action

Direct - Buy Side Characters

Transitional - Follow me on Instagram for more writing craft tips and tricks.


Start raking in those great Amazon reviews

Feel better about your own writing

Gain the respect of peers and readers

Have people ask to create spin-offs based on your side characters.


Continue to write lack luster side characters

Continue to get dinged in your Amazon reviews for one-dimensional characters

Continue to feel like you could be a better writer

“Okay,” I hear you saying. “That’s great, Amy. But that’s just a bunch of words. How do I make them into social media posts?”

Like this. . .

Example 1 (Shorter)

Wouldn’t it be cool if your side characters were so good people wanted spin-off novels? [Success] I know there’s a lot of information out there so I’ve distilled it down into this one book to level up your writing. [Problem] Buy it today. [Call to action]

Example 2 (Longer)

I know that you want to be a respected fiction author. [Character want] In order to do that you need to be able to write great side characters. 

The problem is there are so many sources of information out there that you feel completely overwhelmed. [External & Internal problem] I believe you should be able to find all the information you need in just one place. [Philosophical problem]

Trust me--I understand. I was where you are. [Empathy] That is why I wrote this book! In fact--I’ve written many books both fiction and craft-related over the years which have received rave reviews. [Authority] Let’s level up your side characters together. Just visit this link, buy the book--and start raking in those 5-star reviews. [Plan]

It really is that easy. Once you have all the right pieces in place and you start really internalizing your brand script--putting together social media posts should take a lot less time!

amy mertz in form creationsABOUT AMY
Amy Mertz is our Creative Director, StoryBrand Certified Guide, and copy writer. When not in the office you can find her chasing down her toddler, searching the land for great coffee, or espousing the current books on her nightstand.