The 5 Things Every Great Marketing Story Needs
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Think about it. Apple. Dos Equis. Old Spice. Procter & Gamble. Ram Trucks. Jack Link’s Beef Jerky. GEICO. GoDaddy. At some point, all these companies told compelling stories that grabbed our attention — and held it. Not just for thirty seconds, but longer. And as they repeated their stories over and over again, they got under our skin. Through simple stories, these companies won our allegiance and business. Tell the right story and you can capture attention, entertain, enlighten, and persuade all in the course of just a few minutes. More than a year ago, Sonia Simone wrote the defining piece on the subject — a summary of what it takes to write a meaningful marketing story that people can’t ignore. The article summarizes what we believe at Copyblogger. So, Copyblogger Media designer Lauren Mancke and I thought it was high time we honor Sonia’s article with a sleek presentation in the style of the outstanding storytellers from the era of silent films. And if you'd like to embed this presentation as an infographic or download as a PDF, go here: http://www.copyblogger.com/meaningful-marketing-story/ Enjoy!
Transcript of The 5 Things Every Great Marketing Story Needs
All stories are about someone. The Odyssey is about Ulysses. The Metamorphosis is about Gregor Samsa.
Breaking Bad is about Walter White.
A marketing story is about your customer. She is the hero who transforms as her journey unfolds. She goes
from ordinary to extraordinary.
A good business solves a customer’s problems. In other words, it transforms a customer. Therefore, your story must know where your customer is today and
where she wants to go.
How will she be a better version of herself? Smarter? Faster? Stronger?
ConflictYou need a
Conflict makes a story interesting. And conflict makes a business necessary. The conflict is the obstacle that stands
between your hero and the better version of herself.
Difficult boss? Low self-esteem? Slow computer?Lying government?
And you will show her how to prevail.
MentorYou need a
Luke Skywalker had Obi-Wan Kenobi. Bilbo had Gandalf. And your hero has you.
Your business is the wise mentor who provides liberating knowledge and resources. But your business
must resist rescuing your hero. She must finish her journey with grit and sweat. She must see herself as
the hero helped by a wise mentor.
MoralYou need a
Yes. Your story must show how your hero conquers conflicts, how your business guides her, and how she
becomes a better version of herself.
But a great marketing story doesn’t stop there. You must tell the reader what she must do next. Be clear. Be direct.
Then she’ll live happily ever after.
EndThe
... How to Craft a Marketing Story that People Embrace and Share ... ... 3 Simple Storytelling Methods that Can Do Your Selling for You ...
... The 3 Core Elements of Good Storytelling (And Why Your Business Needs Them) ... ... A Crash Course in Marketing With Stories ...
... How to Tell the Stories Your Audience Wants to Hear ... ... The 5 Things Every (Great) Marketing Story Needs ...
Written by Demian Farnworth Designed by Lauren Mancke
Produced by Copyblogger Media
To learn more, visit here:
copyblogger.com/marketing-stories
