We learn from stories. That is why from the time humans began using speech to communicate, it was done through stories. From the oldest recorded histories, like the Bible, the teaching came alive through stories. No matter what your religious beliefs, you have to admit that Jesus’ lessons through parables resonated with his followers in such a way that the world’s religions changed forever. Before Jesus, the Buddha taught his followers with stories that still resonate with us today.
Stories about people with a problem attract people with that problem. Since your product improves lives, there’s a story to be told about it. How do we go about weaving a story into your content marketing?
Here is how to make your content into a story to make it more attractive, readable and effective to your prospects and customers.
Story Elements
Include these six basic elements in every story and you’ll connect with your audience.
1) When does the story takes place? It could be a date: “In 2017,” a time of year: “Last spring,” when something happened: “When my mom died,” or anything that shows time. Everything happens in time, so your story needs a time element to show that something is going to happen.
2) Where does the story take place? We’re all somewhere all the time. Set the scene by indicating the place. “As I stood in line at the pharmacy,” “We waited for the pediatrician in the exam room.” Show where the story is unfolding.
3) Who is in the story? This could be just one person, or several. It could also be a brand, an animal or company, but there has to be at least one character to make the message a story.
4) Who is the villain? Every story has an obstacle that must be overcome. It could be the side effects of prescribed medications, the lack of a true cure, Big Pharma or anything that is preventing the main character from achieving his goal.
5) What is the main character’s goal? The protagonist must have something she is trying to achieve. Think of your audience’s reason for reading your content. Why are they spending their time learning about natural and healthy foods, supplements or lifestyle changes?
6) What happens? For a story to ring true, something must happen. There must be events that lead the main character from the problem to the solution. This can be as long – or short – as it needs to be to create the tension and resolution that your company can provide.
For more in depth look at stories in sales messages, get Sell with a Story by Paul Smith