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Storytelling is an art that many hope to master.
For business, it’s vital.
Master the craft of storytelling, and you’ll keep customers for a lifetime.
Don't, and customers will come and go.
Luckily, there are frameworks.
Use these 3 frameworks to create compelling stories
For business, it’s vital.
Master the craft of storytelling, and you’ll keep customers for a lifetime.
Don't, and customers will come and go.
Luckily, there are frameworks.
Use these 3 frameworks to create compelling stories
Storytelling Technique #1 - The Hero’s Journey
Joseph Campbell defined The Hero’s Journey in 1949.
It’s been a staple ever since.
Watch The Lord of the Rings or Harry Potter and you’ll notice it.
It’s also a killer technique for businesses to use.
Joseph Campbell defined The Hero’s Journey in 1949.
It’s been a staple ever since.
Watch The Lord of the Rings or Harry Potter and you’ll notice it.
It’s also a killer technique for businesses to use.
Here’s the 3 part framework:
Departure Act - The hero embarks on a journey en route to achieve a goal.
Initiation Act- The hero faces various problems before the climax of the story.
Return Act - The hero overcomes every challenge and returns after achieving the goal.
Departure Act - The hero embarks on a journey en route to achieve a goal.
Initiation Act- The hero faces various problems before the climax of the story.
Return Act - The hero overcomes every challenge and returns after achieving the goal.
Now, replace the hero for a customer.
The customer has been in search of a desired outcome.
The customer embarks on the journey to find the solution.
The customer finds your product/service and returns home triumphant.
Incredibly simple. Insanely effective.
The customer has been in search of a desired outcome.
The customer embarks on the journey to find the solution.
The customer finds your product/service and returns home triumphant.
Incredibly simple. Insanely effective.
Storytelling Technique #2 - Before After Bridge
The Before After Bridge focuses on addressing the customer pain points from the jump, how life/business would look without those problems, and then informing them on how you can get them there.
Here’s the breakdown.
The Before After Bridge focuses on addressing the customer pain points from the jump, how life/business would look without those problems, and then informing them on how you can get them there.
Here’s the breakdown.
Before - Breakdown the current state. Address their problems and challenges.
After - But it doesn’t always have to be like this. In this case, the grass is greener on the other side.
Bridge - Provide them with the solution and bridge them to the greener pasture.
After - But it doesn’t always have to be like this. In this case, the grass is greener on the other side.
Bridge - Provide them with the solution and bridge them to the greener pasture.
Storytelling Technique #3 - Promise Picture Proof Push
The 4Ps hones in on telling a story that tugs on your customer’s desires. By understanding them, you can use a framework to take them from desire to outcome.
Enter the 4Ps framework.
The 4Ps hones in on telling a story that tugs on your customer’s desires. By understanding them, you can use a framework to take them from desire to outcome.
Enter the 4Ps framework.
Promise - Find your customers problems and promise you can fix them.
Picture - Take the customer on a visual journey. Paint the future of a life without that problem.
Picture - Take the customer on a visual journey. Paint the future of a life without that problem.
Proof - The proof is in the putting. Show customers the data and social proof behind your promise.
Push - Your customer is ready to act but doesn’t know how. Use a CTA to get them over the hump and into the promise land.
Push - Your customer is ready to act but doesn’t know how. Use a CTA to get them over the hump and into the promise land.
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Takeaway: 3 Frameworks to help you craft stories that convert
1. The Hero's Journey
2. Before After Bridge
3. Promise Picture Proof Push
Tell stories. Attract customers.
1. The Hero's Journey
2. Before After Bridge
3. Promise Picture Proof Push
Tell stories. Attract customers.
