Stories are memorable and shareable, two of the most important aspects of great content marketing. They are also fundamental to human communication, and if you tell the right story, you can entertain, enlighten, persuade and capture attention.
Stories also lend themselves to non-interruption marketing where you provide customers, both present and future, with consistent and valuable information. The more honest you can be about your business, who you serve and the problems you solve, the more loyal your customers will become. And, as a result, they will consistently reward you with their business.
There are five things you need to create a good marketing story:
You Need a Hero
To tell a captivating content marketing story, your customer must be the hero, not your business. And the hero of the story is someone that is transformed as the story progresses, from an ordinary person into someone remarkable.
You Need a Goal
Until you understand your customer-hero’s goal, you don’t have a marketing story. Good business is about solving customer problems. You need to understand where your customer-hero is today and where they want to go.
You Need an Obstacle
Obstacles are what make stories interesting. The most interesting obstacles to your customer’s victory are often inner limitations they need to overcome to achieve their goal. The gap between where your hero is today and where they want to go is the core of the story.
You Need a Mentor
If your customer is the hero, what role do you and your business take? Your business plays the role of guide, mentor and help. You provide key information and tools that allow the hero to achieve their goal.
You Need a Moral
When you are telling a marketing story, it is best to clearly state the moral of the story. Let the audience know what they should do next or what their main lesson should be. Don’t be afraid to spell it out. Be clear and direct.
Every story needs something outstanding for it to be remembered and shared. Honesty is often the most significant story element of all, and by just telling the truth, you can make incredible gains.