All great marketing involves storytelling
Happily, I grew up in a family half Irish…with the various Kitchen parties and huge social gatherings I was STEEPED in story telling from a very early age.
Even still, it’s not something that came naturally to me, so in my later years, mainly in Marketing – I dug in and learned the FRAMEWORK until I got it down.
When done correctly, stories activate all of the senses and connect instantly and deeply with your audience.
In 2022 – storytelling is STILL the key to marketing.
Here is a 6-point framework to master storytelling…
Empathy
All great stories begin with connection.
You only listen to stories that you can relate to…that aligns with your thoughts and experiences,
Empathy is the ability to understand and share – at an emotional level – with others.
A good deal of this is the “listening” and “understanding” piece – very few people know how to REALLY listen and extract the emotions and desires (between the lines) from an audience these days.
Great news for you! Just mastering THIS piece gives you a massive advantage
Relive The Pain
Market targets pain (in one sense or another) . It could be immediate or past pain.
Some pain is actual mental or physical pain
Other pain is NOT reaching a desired outcome
Whatever the case, you want to double-down on their pain to bring it into immediate focus
Just as with you, life is busy and there’s a TON of shit going on. Despite you targeting root problems, challenges and pain in your prospect’s life, it may not be TOP of mind when they come across your marketing message.
That’s why you want to “remind” them of the urgency and degree of pain – so it’s front of mind as you provide hope and solutions for them.
After all, you are going to HELP finally overcome this pain, so think of this step as “setting the stage” for offering your solution
Epiphany
This is where you hook your audience on “there is another way!”
Your epiphany is why things will turn out different for them this time
They’ve been living with this challenge for months or years…they’ve tried different approaches
Perhaps they’ve EVEN given up!
Your system, approach, or angle – and why it improves where others have left off
Benefits Of Your Solution
So this is where you transition from your epiphany to your solution but QUICKLY transition to…
Benefits.
What your customer’s life IS like once they have your solution in hand.
Examples that align with their “ideal life”.
Think of the “Perfect Customer” who really studies your material and puts it into practice…these are the results they will experience AND how it will make them feel.
Social Proof
Social proof is your credibility.
It addresses the two major questions in your prospect’s mind
“Why should I believe or trust you”
And
“Will this work for ME”
Stories, testimonials, case studies, experiences all work well here
Irresistible Offer
If your offer is truly irresistible, then the decision to buy will be nearly automatic
Think bonuses, checklists, additional adjacent products, ongoing support or coaching, templates, etc…
Do all you can to get that first sale from a customer…
The closer you get to this framework in your marketing, the more engagement, interest and profit you will get.
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