Story-Telling Made Simple

By Jeri Denniston, Chief Marketing Strategist

We know story-telling is a powerful way to spread your message. Making stories memorable and compelling is the key.

Have you ever sat at your computer looking at a blank Word document and asked yourself, “What now? Where do I start?” You have a message to share, but you want to do it in a creative way. You want it to be interesting and memorable and still get the message across.

A year ago, Copyblogger’s Sonia Simone wrote a great blog post on the 5 steps to writing a compelling marketing story. The five steps are:

  1.  You need a hero. This is your customer. Think of one of your customers or clients who has taken what they learned from you and succeeded beyond your expectations.
  2. You need a goal. What was the customer’s objective? What became possible once they achieved the goal?
  3. You need an obstacle. What was preventing your customer from succeeding? Was it something outside the business or internal to the business or the individual? This is what makes the story interesting and something others can identify with.
  4. You need a mentor. That’s you! You are the coach, helping your client see the possibilities and overcome the obstacles.
  5. You need a moral. This is the main takeaway from the story. It’s where you tell others how you can help them solve similar challenges, and tell them what action they should take next. Be direct and to the point.
  6. Bonus: you need the truth!

Now, thanks to Copyblogger’s Media designer Lauren Mancke and Demian Farnworth, we have a great infographic that summarizes Sonia Simone’s defining article on compelling story-telling. Below is the infographic providing tips for structuring and writing a marketing story. I’ve saved it as a PDF to use in the future. You may want to do the same.

Download as PDF

The Amazingly Simple Anatomy of a Meaningful Marketing Story [Infographic]Like this infographic? Get content marketing training from Copyblogger Media that will give you an unfair business advantage

This entry was posted in Creativity, Marketing and tagged , , by Jeri Denniston. Bookmark the permalink.

About Jeri Denniston

Jeri Denniston is a certified Strategic Management Professional with proven performance in strategic marketing, social media strategies, management, public relations, and business planning. During her career she has mentored and trained co-workers and staff in communication and leadership skills, facilitated board and management retreats, led workshops in strategic management and systems thinking, and directed strategic planning projects for the development of new products and markets in the financial, marketing information and publishing industries. Skilled in digital marketing, she teaches internet marketing and social media & mobile marketing at Yavapai College. Jeri's language skills include high level fluency in Spanish and proficiency in French. She has a masters in international management from Thunderbird School of Global Management in Glendale, AZ.

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