StoryBrand Element: The Plan

Timing: Day 8-10

Goal: Remove the anxiety of "I don't know what happens next." Make the path to investing with you feel concrete, simple, and walkable. Three steps maximum.

What This Email Does in the StoryBrand Arc

Donald Miller says people don't take action when they're confused. Even a genuinely interested investor will stall if they can't visualize what "yes" actually looks like. This email answers the question your investor has been asking silently: "Okay, but what do I actually do?" Make the answer so simple they'd feel silly saying no because it seems hard.

The plan email does one thing: reduce friction.

The StoryBrand Plan Structure

There are two types of plans in StoryBrand:

A process plan — what happens step by step: Step 1, Step 2, Step 3.

An agreement plan — principles you both agree to upfront before working together.

For capital raising, a process plan works best. Three steps that take your investor from "interested stranger" to "funded investor."

Structure

Open with the simplicity statement: Tell them this is simpler than they think. Not in a dismissive way — in a "we designed it this way on purpose" way.

Three numbered steps:

• Step 1: The conversation — what happens in the first call, how long, what you'll cover, what they don't need to prepare
• Step 2: The review — what they'll see (a real deal, real numbers, real property), how decisions get made
• Step 3: Invest at their pace — no artificial deadlines, no pressure, they move when they're ready