And so just to kind of wrap it up, in case you guys want to take more notes on this, these are the basic 5-point stories. So you have to, you introduce your character and their goal. What do they want? You share their biggest obstacle and their first attempts at overcoming it. What's working, what's not working? What did they discover was different? What changed for them? Did they shift their goal? Did they get a new a-ha? Usually this deepens their understanding, and oftentimes, when we're talking about customer journey, the twist will happen after they're already working with you. Because they try to solve a problem, think they want to solve a problem a certain way, then realize that they have a deeper need than they thought they had. This is a standard transformational moment. And then they shift their approach. They decide to do things differently. And then they, at the end of it all, they learn. And you want to be giving your audience that lesson, that learning. So what's your 5-p...
oint story? (chuckling) So what did you learn today? You learned that business storytelling positions you as a critical factor in your client's journey. So all of these story types we went through, it's about you saying, all right, you're my customer, I'm this type of person, you're this type of person, this is why I'm really well-positioned to help you. Here's how I can help you achieve what you want. This is where I stand, and my position, in your journey to getting what you want. You learned that all stories are engineered to answer or explore a question. So you have stories that answer a how question, you have stories that answer a why question, and you have stories that actually position you as a critical factor in your client's journey. Your message is determined by how your story ends. So whatever message you want to convey to your audience, we reverse engineer the story around that. There are five types of stories that all businesses need and use across various media and so they're flexible for you. You can have different how stories and why stories. And you got a five point story map to help you structure your stories. So now you can take that and whip a story up whenever you want to. Let's stay connected 'cause you guys are awesome. Thank you so much and we have some time for questions now.
Be thinking of your questions in here. Let's take, let's start with some from online.
As an emerging visual artist and maker selling custom artwork, what's the best type of story to tell about the work to add value beyond just the visuals?
Yeah, I would say, I would say to, the experience of behind the scenes is probably hugely important for that. Like can you show your artwork step-by-step in the process because that's like the how story. So can we get into the process of how you create your art and also if there's a specific methodology that you've developed. I would say to talk more about that. Like is there older art that you can show from previous in your history as an artist? So like there's the backstory element that you can play up. I would say backstory element and really getting into the process of how the artwork is created will definitely add value to the work.
Colleen asked, how about using these tools in a nonprofit situation? How do I apply these types of stories when my nonprofit doesn't solve a particular problem? Her example is something that has a direct impact on people's lives, like feeding the homeless versus like a cultural nonprofit.
Yeah, I mean I would say that that is solving a problem, it's just not solving a customer's problem. So the story you're telling is really about the problem you're solving in the world and so the action step you want to take is how people can get involved to be a part of that mission. And so that's like the why story is really critical for a business like that because it's all about that why.
Yeah. Those are some big world problems being solved. (laughs)
Yeah. Yeah, so I would say definitely dig into that why story and invite the investors, people who are donating, any fundraising events that you're having, people, get them excited about that with that story.
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.