Mastering Marketing with Words: The StoryBrand and PASTOR Frameworks

As speech therapists, our daily work revolves around communication—helping clients express themselves better and build their confidence. But when marketing our practices, many of us find it challenging to craft messages that resonate with potential clients. This is where proven frameworks like Donald Miller’s StoryBrand and Ray Edwards’ PASTOR Framework come in handy. Let’s explore these methods to elevate your marketing and attract your ideal clients.

1. The StoryBrand Framework: Clarify Your Message to Connect with Clients

Donald Miller’s Building a StoryBrand: Clarify Your Message So Customers Will Listen outlines a seven-step framework designed to create marketing messages that resonate by making your client the hero of their story. Here’s how the framework works and how you can apply it to your speech therapy practice:

1. The Character:
   Your client (the parent, teacher, or adult) is the hero of the story. They have a specific desire—for instance, helping their child communicate better or improving their own speech clarity after a stroke.

2. The Problem:
   Heroes face challenges. Identify the emotional and practical struggles your clients experience, such as feeling overwhelmed, unsure about what therapy entails, or fearing that progress will take too long.

3. The Guide:
   That’s you! Unlike the hero, the guide has wisdom and expertise. Show empathy for their struggles and position yourself as the trusted professional who can help.

4. The Plan:
   Provide a clear, actionable plan. Instead of vague assurances, lay out the steps you’ll take, such as a communication assessment followed by personalized therapy sessions.

5. Call to Action:
   Every story needs a turning point. For you, it’s the moment the client decides to book an initial consultation or download your free resource.

6. The Stakes:
   Highlight what’s at stake if they don’t act. Will their child miss out on vital social opportunities? Will their own progress be delayed?

7. Success:
   Paint a vivid picture of the desired outcome—a confident, expressive child or an adult who’s able to clearly and comfortably connect with others.

Why This Framework Works for Speech Therapists:
By focusing on the client as the hero and positioning yourself as their guide, you tap into their emotions while offering a logical solution. This blend of empathy and expertise builds trust and connection.

2. The PASTOR Framework: Lead with Compassion and Value

Ray Edwards introduces the PASTOR framework in his book, How to Write Copy That Sells: The Step-by-Step System for Writing Copy That Compels, Captivates, and Converts. The framework helps you write marketing copy that serves and respects your audience while driving meaningful action.

Here’s how each step applies to speech therapists:

1. P - Problem/Person/Promise:

   • Define your audience and their core issue.

   • Example: “Parents often feel heartbroken and helpless when their child struggles to communicate.”

   • Offer a compelling promise, like “I help children find their voices and improve communication to build their confidence.”

2. A - Amplify the Pain:

   • Show you understand their worries.

   • Example: “Without the right intervention, children might miss important developmental milestones or struggle to make friends.”

3. S - Story/Solution:

   • Use your own story or a success story to show you’ve solved similar problems.

   • Example: Share the transformation of a client’s child from struggling with speech sounds to confidently speaking in class.

4. T - Transformation and Testimonial:

   • Emphasize the emotional and practical benefits of your services.

   • Testimonials from clients can reassure prospective clients of your expertise.

5. O - Offer:

   • Present a clear, valuable service or product that addresses the client’s needs.

   • Example: A free discovery call, an online resource, or a first-time consultation.

6. R - Response:

   • End with a clear call to action.

   • Example: “Book your free 15-minute consultation today and start your child’s journey to confident communication!”

Why the PASTOR Framework Resonates:
This method is rooted in empathy and service, positioning your practice as a trusted solution to your audience’s challenges. It also guides them through the decision-making process by addressing both emotional and logical aspects.

Combining the Two Frameworks for Impact

While the StoryBrand framework emphasizes storytelling and positioning the client as the hero, the PASTOR framework focuses on crafting compassionate and actionable marketing messages. By blending both, you can:

• Engage clients emotionally through stories.

• Provide logical, actionable steps to encourage their decision.

• Build a narrative that positions you as both empathetic and credible.

Practical Steps for Speech Therapists

1. List Client Emotions: Write down the fears and hopes that drive clients to seek your help.

2. Create a Journey Map: Use the StoryBrand framework to outline their journey from struggle to success.

3. Craft Copy with PASTOR: Use the framework to build clear, persuasive messages that speak to both emotions and logic.

4. Simplify and Clarify: Avoid jargon. Use language that parents, teachers, or adults can easily understand.

5. Focus on Outcomes: Emphasize transformations, like a child making friends or an adult regaining speech confidence.

By implementing these frameworks, you can master the art of marketing with words, build a strong online presence, and connect with more clients.

Recommended Reading:

• Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller

  

• How to Write Copy That Sells: The Step-by-Step System for Writing Copy That Compels, Captivates, and Converts by Ray Edwards