When making a name for yourself in the business world, there's a strategy that is really helpful. The story you tell about the birth of your business. First there needs to be a customer who can benefit from your services, as well as an obstacle that was standing in the way of making the business work. Capturing an audience with a story requires those elements and a few more, like having a moral of the story. The story should be begin and end with one so that it's not confusing for the reader.
- The hero of a great marketing story isn't your business, it's your customer.
- The story should identify the goal of the customer-hero and the obstacles to be overcome.
- Your business serves in the role of a wise mentor who assists the hero, but doesn't solve every problem for her.
"Tell the right story and you can capture attention, entertain, enlighten, and persuade … all in the course of just a few minutes."