How would you answer the question, “If you were stranded on a deserted island — and could only have five books with you — which five would you choose?”
I’d choose my favorite stories to help me feel less alone and remain motivated.
If stories are powerful enough to bring a sense of belonging to someone subject to the ultimate level of isolation, think of the effect they can have on your clients and customers who are (presumably) integrated into society.
This week’s Copyblogger Collection is a series of three handpicked articles that will show you:
- How to build an audience with story
- How to identify the most important element of your marketing story
- How to use storytelling to create an irresistible content series
As you work your way through the material below, think of the following lessons as a mini storytelling course for content marketers.
How to Build an Audience with Story (From America’s Greatest Living Playwright)
Information is simultaneously too much and not enough. Information is impotent to reach the hearts and minds of those who want to run with your idea, product, or service.
Story, on the other hand, is virile, rare, unforgettable. And when well-crafted, more true than the mere statement of plain facts.
If you think theater and drama have nothing to do with business, Robert Bruce will surprise you in How to Build an Audience with Story (From America’s Greatest Living Playwright).
Without dramatic tension, your content may only pack as much punch as your Aunt Gertrude’s dull, chewy holiday fruitcake — it’s predictable and you’ve seen it before.
The Most Important Element of Your Marketing Story
After you’ve studied Robert’s lesson about dramatic tension, Sonia Simone says:
Whether you want to make a sale, gain an email subscription, or motivate a change in behavior, your dramatic story will fail if it doesn’t have one thing:
A relatable protagonist.
When I become disinterested in a television show or movie, the first thing I notice is that I don’t care about the characters. They could succeed or fail, and it wouldn’t make any difference to me.
In The Most Important Element of Your Marketing Story, Sonia helps you avoid this pitfall when telling your marketing story. She explains how to build a memorable protagonist who your readers become emotionally invested in, so that you can persuade them to take the action you want them to take.
Master This Storytelling Technique to Create an Irresistible Content Series
Next, get ready to lift your prospects out of their ordinary worlds and invite them to consider a journey that ultimately leads to a transaction.
Demian Farnworth is here with a step-by-step tutorial on how to create that journey. Master This Storytelling Technique to Create an Irresistible Content Series is an in-depth lesson about storyboarding.
Since your competitors are likely writing about similar topics, storyboarding is a technique you can use to craft a special experience readers won’t find anywhere else.
Tell your compelling marketing story
We all have thoughts about what makes our products and services special; the challenge is transforming those ideas into an intriguing narrative that others clearly understand and care about.
Use this post (and save it for future reference!) to help you tell your marketing story to the right audience.