Storytelling in Five Steps

“Marketing is no longer about the stuff that you make, but about the stories you tell.”

Seth Godin, Marketing Legend

Storytelling is a strategy used by content creators based entirely on building relationships with your audience by creating a story behind why your brand does what it does. Storytelling is not a form of selling its purpose is to utilize our knowledge on human behavior and form an emotional connection between our brand and the audience.

Step 1: Find Your Purpose

Using “The Golden Circle” by Simon Sinek you should determine what type of branding story will resonate the strongest with your target audience make them feel an emotional connection when they are viewing your content- refer to your buyer persona.

What does your brand do?

What kind of products or services are you selling

How does your brand go about doing it?

How are you setting yourself apart from your competition

Why does your brand do what they do?

This goes beyond making money, this is the purpose behind your brand. It should be the main reason your brand exists

Step 2: Create a Character

When you are storytelling the character in your story needs to be the connection between you and the audience. I prefer to to use the actual persona as my character, this will help you develop a stronger personality for your customer by creating a model that has the same wants and needs as them. This character should also be labeled as the “hero” throughout the story, I will dive more in depth about this topic as we discuss developing the actual story.

StoryBrand BrandScript Example. Introduction | by Rodion Chachura | Medium

This is a StoryBrand template that gives the creator a good outline to base their own personal story on. The character’s feelings should always be at the highest priority when thinking about the challenges they are about to face throughout the storytelling content.

It is a good idea to stick to either first person or second person point of view when storytelling, as it will show more empathy and connection between you and the readers.


Step 3: Develop The Story

During this stage we are searching for the root cause of our characters problems and other struggles they face. We will take this pain point and add a personality to it and make it the villain in our story. Having a villain will help us create the conflict needed in order for our story to continue. The conflict that happens should cause a transformation in your characters personality.

Next, you must introduce another character. In most cases this may be where your brand steps in and acts as a guide. This character should address the problems that your audience faces and the guide should also empathize with them. The guide must provide a plan.

Upon receiving the plan, there needs to be a call for action within the story. Something which will engage your audience and make them feel as if they are making a difference. An example of this may be a button that says “Sign Up”.


Step 4: Wrapping It Up

After the main character of your story responds to their “call for action” the content should leave them feeling fulfilled and connected with your brand. Be sure to reiterate the purpose behind your brand in this step.

How to write copy that sells using the StoryBrand, PASTOR, and any other  Copy Framework - Pigtail Pundits

Step 5: Final Points

It is important to remind the audience of the success that awaits them when they engage with your content. A way to do this is by highlighted how your character felt at the beginning of the story, vs how the feel by the end of it. This will allow your readers to resonate even more with the content.


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