Story Type 3: I've Been There
So story type three, this one's called the "I've Been There." Now remember when I was talking about stories really positioning you in the relationship with your customer? Where do you fit in to their journey towards what they want? This is what story type three is magical for and story type four. The "I've Been There" is that you are positioning yourself as a mentor. So this is really a mentor archetype when you are establishing that your brand character is mentor. Often, this story will parallel or mirror the customer story. So it'll be similar, it'll basically be saying like, I've been through exactly what you're going through, I've done it myself, I know all the details, I know all the feelings about it, I've been there. It establishes that your experience has given you the tools to help your customer. So it is so much more about I've been through it before and I learned how to hack this problem myself and so now I have the tools to help you. Now the reason this is different than th...
e How story is the How story doesn't necessarily have to be super personal. This is much more of a personal story that explains your period of time with a similar struggle or pain point that your customer's experiencing. And so you can use this story on a Sales Page, you can use it in your About Page if it aligns with your core brand messaging, you can use it in Live Video, Social Media. You can also tell the story On Stage if you wanna share your personal experience of overcoming a core obstacle which totally mirrors the obstacle that your customer overcomes in working with you. Again Webinar, Masterclass, Media Interviews, so there's a whole load of ways that you can be using this story. It's right for you if you work in a high touch environment with clients. So if you do highly specialized work, and you decided to do this work based on because of personal experience, it's perfect for you if you've been through the same struggles as your clients or customers. So for example, I've worked with health coaches who have faced some severe health issues and then as a result, have really devoted themselves to health and wellness and they help other people through these same health issues too so that's a great example of a perfect, a perfect way of fitting that story into their marketing. If your offer has been designed based on personal experience and you've been through the same struggle. So it's so much more personal and so much more about your experience and your experience establishing you as the right person to help them. So here's how you tell it. You wanna identify the goal and the obstacle that your customer is facing. So they wanna feel great if let's say, we're going with the health coach example. They wanna feel amazing. They don't feel amazing. Maybe they're having digestive issues or they're having migraines or they're having some kind of nagging health issue that can have specificity based on what we're talking about. You wanna then acknowledge that you're familiar with the obstacle from personal experience. This is where you'll see something like I totally get it, I've been there myself. Totally been through it, I know what you're feeling, I identify because when we're writing copy, it's always a one on one conversation. This could be told not, this doesn't have to be told that way. You can tell the story, you know, well I really wanted to feel better and I wasn't feeling better. And I understand how my customers feel because I've been there myself. See how like that's different tenses? So you can take this foundation and use it flexibly across your marketing. Doesn't always have to be for copy. You wanna share the journey that removed this obstacle for you. So what did you try? What healed you? What fixed the problem? What, you know, maybe it was a productivity hack that you discovered. Maybe, what was it that helped you remove the obstacle and get closer to your goal? And then you wanna explain the tools, how that you've gained that would be of value to the customer. So I, you know, working with me is going to help you fast track through all of this expertise and experience because I've spent X amount of years doing this to solve my own problem. And so now I can kind of fast track you through what's gonna help you and I'm credentialed in et cetera, et cetera. So what are the tools that you've gained that make you more valuable to your customer to help them achieve their goal? And then again, you always wanna end with a clear takeaway or invite the customer to take action. The message is, "I can guide you to where you want to go." Like a shirpa. That is the underlying message of that story type.
Throughout human history, storytelling has been used to draw people in, evoke their emotions and memories, make them care, and propel them to act. So wouldn’t it make sense to use storytelling to get someone to buy your goods or services?
By harnessing the power of stories, you can capture people’s attention and convince them of the value of your offering. Story is what transforms you from a marketer jockeying for a sale to a genuine person with a meaningful message.
Award-winning writer and consultant Jamie Jensen will show you how to craft a brand story that’s relevant to your business. She’ll walk you through the four main types of stories you can use and explain how each one can yield impressive results.
In this class, you’ll learn how to:
- Figure out when and where to use story in your copy and content.
- Decide which story to use depending on your needs and goals.
- Create characters, objectives and obstacles for your story.
- Change your story to keep it fresh and interesting.
- Identify with your customer when telling your story.
- Take on the role of expert or mentor to convince your reader to buy.