Here on Copyblogger, you’ve seen us talk many times about how to tell a terrific marketing story.
Because stories are fundamental to how we communicate as human beings. Tell the right story and you can capture attention, entertain, enlighten, and persuade … all in the course of just a few minutes.
Stories are memorable and shareable — and those are two of the most important aspects of the very best content.
So we can all agree that stories matter … but how do you tell them?
What, specifically, makes for a good marketing story?
Here are five critical components, and how they fit into your marketing and your business.
We’ll start, as every good story does, with the hero …
1. You need a hero
All good stories are about someone (even if that someone is a professional monster or a talking toy).
The biggest mistake businesses make is thinking that their business is the hero of the story.
This is prevalent among a lot of insecurity-based advertising (“buy our toothpaste or you’ll die friendless and alone”), but it makes for a selfish, easily ignored marketing message.
To tell a compelling content marketing story, your customer must be the hero.
And what defines a hero? The hero of the story is the one who is transformed as the story progresses, from an ordinary person into someone extraordinary.
In other words …
2. You need a goal
Good businesses are about solving customer problems.
To put it another way, they’re about customer…