Make the customer the hero with a StoryBrand skill for Claude

How it works

A fixed route keeps the work reviewable. Each step produces input for the next one.

What this StoryBrand skill changes

Most company copy begins with the company. It opens with years of experience, a list of services and a claim about quality. The reader has to work out whether any of that helps. This skill reverses the order. Claude starts with what the customer wants, names the obstacle in plain words and only then introduces your business as the guide with a plan.

That does not mean turning every page into a film trailer. The framework is useful because it removes noise. A visitor should be able to tell who the page is for, what changes after choosing you and what to do next. The skill keeps those three questions visible while the copy is being written.

The seven elements, without the theatre

The working sequence is fixed: character, problem, guide, plan, call to action, avoided failure and successful outcome. Claude asks for one element at a time and pushes back on answers such as ‘we help companies grow’. A useful answer names a specific customer, a visible problem and a result that person would recognise.

The internal problem matters as much as the practical one. A slow quotation process is practical; feeling that every lead goes cold is internal. The skill uses both, but it refuses melodrama. Failure is described as a credible cost of doing nothing, not as manufactured fear.

you > /ai-storybrand-writer
claude > intake → method → checked output
[ok] assumptions remain visible

What you receive at the end

First you get a compact BrandScript with every element and the source answer behind it. Next comes a one-line pitch that can be spoken without sounding like a slogan. Finally Claude drafts a homepage opening with one headline, one explanatory sentence, three concrete benefits and a primary and secondary action.

The draft is not treated as truth. Any claim about customers, results, time or money that was not supplied is labelled as an assumption or removed. That makes the output slower than generic copy for a few minutes and much easier to approve afterwards.

Install it and give it useful evidence

Download the zip, extract its single folder into your Claude skills directory and start with a real page or offer. Give Claude customer interviews, support questions, sales notes or phrases from reviews. A framework can organise evidence, but it cannot replace evidence. If you only provide internal company language, the draft will still sound internal.

You can also use the same SKILL.md in tools that follow the open skill-file convention. The file contains readable instructions, no executable code, no account connection and no tracking. Read it before installing if you want to see every rule Claude will follow.

Where the framework should stop

StoryBrand is a message structure, not customer research, legal review or evidence of performance. It cannot decide what your customer truly wants when you have never asked. It should not invent urgency, testimonials or guarantees, and it should not flatten a complex service into a promise your team cannot keep.

Use the result as a clear first draft. Check every factual statement, let someone who speaks to customers read it aloud and keep the phrases that sound like a real conversation. Clarity is the goal. A page that merely displays all seven labels is not automatically clear.

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