The Art of Story Telling

One of the key components when constructing your content marketing strategy is to develop the business storytelling script. This story script is a way to identify how to connect with your customers. The story isn’t about your business or the history of your business, but rather, it’s about your customers quest. The hero of this quest is the customer. The script should appeal to their emotions so they remember the story and take action. Your company plays the role of the guide, educating and instructing the hero to success.

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The story is formatted the same way as any good book or movie. The short format goes like this; a character has a conflict and there is a resolution. However, it can be broken down even further. Let’s use a fictional business known as the Dawgbone drumstick company as we look at the seven steps of the hero’s quest.

1. A Character – this is the hero of the story, your customer. He is a drummer who enjoys playing in a rock band.
2. Has a Problem – this drummer is being asked to fill in as a jazz drummer. The sticks he uses for rock music are thick due to the aggressive playing style. He realizes they are not built for the finesse of jazz and it just doesn’t feel right.
3. Meets a Guide – upon researching jazz drumsticks he comes across your website which has a lot of great resources on the correct sticks to use for jazz drumming.
4. Who Gives Them a Plan – you as the guide explain the differences in stick construction and which would work for his situation.
5. The Call to Action – the website explains where these sticks can be purchased near his location.
6. Ends in Success – the drummer goes to the recommended store, tries out the recommended sticks, and makes a purchase.
7. Helps Them Avoid Failure – the drummer is happy that he’s now better equipped for the jazz shows.

The character transformation is complete. He was nervous about playing the jazz show with rock style drumsticks but thanks to your guidance he chooses the correct tools (jazz drumsticks) to play the jazz show. Do you think he cares about how great you said your drum sticks were or how long the company has been in business? Probably not. He was concerned about his own success.

Be sure when you create content for your marketing efforts that you keep the story in mind. Be the expert guiding the hero along on their journey. When a company takes on the role of the hero there is no room for the actual hero (the customer) and you’ll lose their attention.

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