The Secret to Writing a High-Converting 3-Step Plan in the StoryBrand Framework
Aug 06, 2025
The 3-step plan might be the most misunderstood part of the StoryBrand SB7 framework. It looks simple. Just list three steps, right?
But when you sit down to write one that actually works—that makes someone feel ready to act—you realize there’s a lot more going on under the surface.
This part of your message isn’t just about clarity. It’s about psychology.
What’s the Real Purpose of the 3-Step Plan?
Yes, it tells people what to do. But that’s just the surface.
The real job of the plan section is to lower the perceived risk of saying yes.
People don’t act when they feel uncertain.
Your job is to make the path forward feel safe, easy, and inevitable.
A great plan reduces confusion, builds confidence, and shrinks fear.
It creates forward motion.
What Makes a Great 3-Step Plan?
It should do three things:
Build trust
Simplify the path
Paint a picture of success
Let’s break down what each step is trying to accomplish, and how to write it in a way that works.
STEP 1: Build Trust with the First Move
What it needs to do:
This is the moment your audience leans in.
Make it feel easy, low-stakes, and approachable.
What to avoid:
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Technical steps (e.g. “Submit your application packet”)
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Vague phrases (e.g. “Get started”)
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Internal language (e.g. “Initiate onboarding protocol”)
Better options:
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“Schedule a free call”
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“Download the guide”
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“Start your trial”
Make the first step sound like something they’d do without needing to think about it.
STEP 2: Show What Happens Next
What it needs to do:
This is the “in motion” step.
It helps the customer see that something helpful, supportive, or valuable is already happening.
What to avoid:
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Repeating Step 1 with new words
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Overcomplicating the step
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Internal processes that don’t matter to the customer
Better options:
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“We’ll walk you through your options”
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“Get a custom plan that fits your needs”
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“Meet your guide and get your first win”
This step should reassure them they’re not alone.
It builds confidence that they’ll be taken care of.
STEP 3: Point to the Win
What it needs to do:
This is the emotional finish line.
Show what their life looks like on the other side of working with you.
What to avoid:
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Technical jargon (e.g. “Finalize contract”)
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Anything that sounds like hard work
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Anything focused on your team instead of their success
Better options:
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“Feel confident in your message”
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“Start growing with clarity”
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“Watch your ministry thrive”
Think of this as the payoff. The future they’ve wanted.
It needs to sound like victory.
Advanced Tips Most People Miss
1. Don’t write it like a checklist
You’re not laying out the whole process.
You’re removing roadblocks in the customer’s mind.
2. Use real-world words
Speak like a human. If your customer wouldn’t say it to a friend, don’t put it in your plan.
3. Each step should lower a different kind of fear
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Step 1 fights confusion.
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Step 2 fights skepticism.
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Step 3 fights hesitation.
4. Use momentum as your test
After reading the plan, do you feel like taking action?
If not, go back and simplify.
Real Examples
For a church membership process:
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Attend a membership class
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Learn how we do life together
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Join a community where you belong
For a donor page:
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Choose your giving amount
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Join a movement of generous believers
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Change lives with your support
For a Christian coaching program:
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Book a discovery call
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Get a personalized growth plan
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Lead with clarity and confidence
Final Thought:
The 3-step plan isn’t about logistics. It’s about trust and clarity.
It tells people:
“You don’t have to figure it out. Just take these three steps.”
Write like you’re helping someone take the first step toward something they’ve always wanted—but were too overwhelmed to pursue.
If you need help crafting your own 3-step plan or want your brand messaging to finally click with your audience, or reach out directly. Let's clarify your message and create a path that actually moves people.
