The 5 Things Every (Great) Marketing Story Needs

Here on Copyblogger, you’ve seen us talk many times about how to tell a terrific marketing story.

Why?

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…

Read More…