7 storytelling principles you must learn to master marketing, build your brand, and captivate customers:
1. Customers are the hero, not you.
Your product isn't magic, and it doesn't have to be. The worst stories are self-serving and self-centered.
Your product or service is a tool they are using to accomplish something great. Highlight their journey every chance you get.
Your product isn't magic, and it doesn't have to be. The worst stories are self-serving and self-centered.
Your product or service is a tool they are using to accomplish something great. Highlight their journey every chance you get.
2. Viral niche effects
When stories resonate deeply with a person's lifestyle and values, they are infinitely more likely to tell others just like themselves.
Marketing to everyone is marketing to no-one, but marketing to a distinct sub-culture creates viral niche effects.
When stories resonate deeply with a person's lifestyle and values, they are infinitely more likely to tell others just like themselves.
Marketing to everyone is marketing to no-one, but marketing to a distinct sub-culture creates viral niche effects.
3. Story vehicle
Stories aren't just novels & essays. A single image or phrase can tell just as impactful a story.
Choose your story vehicle based on the platform you're using.
This single ad from Apple tells 4 unique stories about lifestyle and culture without saying a word
Stories aren't just novels & essays. A single image or phrase can tell just as impactful a story.
Choose your story vehicle based on the platform you're using.
This single ad from Apple tells 4 unique stories about lifestyle and culture without saying a word
4. Realistic change framework
Stories that compel action (like purchasing or signing up) aren't fictional, they're realistic and achievable.
β’ Describe their core struggle
β’ Narrate their wins/losses
β’ Highlight their end-results
This is the realistic change framework
Stories that compel action (like purchasing or signing up) aren't fictional, they're realistic and achievable.
β’ Describe their core struggle
β’ Narrate their wins/losses
β’ Highlight their end-results
This is the realistic change framework
5. Story embryo framework
This framework is ideal for brand stories, and evolves on the classical hero's journey.
The hero (your ideal customer) has a need, searches for help, tests ideal solutions, and finally transforms through your product/service.
This framework is ideal for brand stories, and evolves on the classical hero's journey.
The hero (your ideal customer) has a need, searches for help, tests ideal solutions, and finally transforms through your product/service.
6. Underdog effect
Studies show that 88.1% of people root for the underdog. Triumph against the odds is a recurring theme throughout history, books, movies, and more.
Capitalize on our inherent pull towards the underdog with your branding, positioning, and storytelling.
Studies show that 88.1% of people root for the underdog. Triumph against the odds is a recurring theme throughout history, books, movies, and more.
Capitalize on our inherent pull towards the underdog with your branding, positioning, and storytelling.
7. Curiosity / information gap
AKA the identification of new and valuable knowledge. The gap in a person's existing knowledge commands their attention.
Use the coriosity gap in your hooks and the setup stage of your story or narrative arc.
AKA the identification of new and valuable knowledge. The gap in a person's existing knowledge commands their attention.
Use the coriosity gap in your hooks and the setup stage of your story or narrative arc.
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