A guide to crafting compelling narratives that create connections, build trust, and get results.
How to use this guide.
Stories build trust. This guide gets you started.
This guide gives you 7 Essential Storytelling frameworks you can choose from the foundation of your marketing, sales, talent acquisition, internal communications, and more.
Not all of them will apply to you. Probably just 2 or 3. Which ones are right for you depends on your business, audiences, and objectives.
I can help.
If you want some help thinking through your Essential Storytelling Framework, I can help. Schedule a free, 15-minute call and I'll give you my thoughts. No charge. No obligation.
Story #1: Who you are.
Tell the story about your company and/or the person who started it
Why it works:
- Gives your company/brand a personality & context
- The right story will be relatable to your customers & build trust
- Shows what your company stands for, especially if founder is still with company
Thought starter: What's your company origin story?
Story #2: How you help customers.
How you creatively solve problems for your customers or innovate new offerings.
Why it works:
- Shows customers you can help them
- Sets you apart if you have a better solution/approach
- Helps customers see how you can help them
Thought-starter: How do you help your customers change the world?
Story #3: What you know.
Share thought leadership, ideas, opinions or knowledge that will help your audience.
Why it works:
- Positions you as a leader
- Provides value to customers
- Builds trust
Thought-starter: What needs to change inyour industry?
Story #4: What's important to you.
Share your mission, cause, or values.
Why it works:
- If you do good/important things, people want to be part of your story
- Genuine/authentic – so you’re not selling all the time
- Align with your customers’ values, show you’re committed to helping them
Thought-starter:How can you or your customers create positive change?
Story #5: Why your people are awesome.
Show the world (and your customers) what makes your people and culture special.
Why it works:
- Customers see how you treat your employees, want to be part of your story
- They see the people who make your product/service great
- Attracts top talent
Thought-starter: Catch employees in the act of going above and beyond
Story #6: Why your customers are awesome.
Tell the world why you love your customers and what makes them special
Why it works:
- Shows other customers you understand and appreciate them
- Puts focus on them and their needs
- Human stories are more memorable
Thought-starter: How are your customerschanging the world?
Story #7: What's your personal story?
Share your stories about your personal & professional journey.
Why it works:
- Might be the most important
- People want to know who you are
- Builds trust & affinity
Thought-starter: Tell us why you love what you do
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