Try This Storytelling Framework | Storytelling in Content Marketing (Part 5)
Explore the Copywriting Storyteller's framework...
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Part 5: The Copywriting Storyteller’s Framework
Hey Copywriting Storytellers!
I’m getting this one out a little late this week. My family (and yours truly) are a bit under the weather. Keep us in your thoughts and prayers!
This week, I’d like to take this all a step further and introduce you to my storytelling framework.
Did you miss a previous edition of my Storytelling in Content Marketing Series? I got you covered:
Part 1: Relating To Your Target Audience
Part 3: Using Data in Storytelling
Part 4: Your Brand’s Story
It’s broken into two parts:
Story Archaeology, where you uncover different stories to tell.
IE3 Method, which includes more creative copywriting efforts.
As we dive in, please remember this: Stories are all around us. You’ll never be without one.
Steve Jobs told us:
“The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come.”
That’s what I want you all to be. Be the storyteller.
Let’s dive into Story Archaeology.
First, Story Mining – or looking inward. This would be telling a story from your childhood or another period in your life. It’s typically a lesson that you learned from an important, self-defining experience.
Next, Story Observing – this is looking outward. It can also be something you lived but the story and experience is really someone else’s. You instead observe the situation and gain from the lessons learned by others.
Then, finally, it’s Story Exploring – or looking elsewhere. This is where you actively search for good stories. These aren’t stories you experienced yourself. Instead, you find them through exploring online, your community or neighborhood, podcasts, books, newspapers, and any resource you can conceive.
The IE3 Method
The second part of the framework is called the IE3 Method. And here’s how I break it down:
INSPIRE: Stories that are motivational or transformational.
EDUCATE: Stories that teach and share information.
ENTERTAIN: Stories that use drama or humor — and are easy to digest.
ENTICE: Stories that act as testimonials and calls to action to close the sale.
I want you to use these story types when you’re crafting your stories. Your stories start out raw. It’s fine to put them out there — and test them.
But, it’s better to refine — and fit them into one of these categories.
Why? Well, the IE3 Method allows you to better connect with your people.
You want young founders not to be overwhelmed by the ups and downs of the entrepreneurial journey? Craft your stories to inspire their journey.
You’re working with the mindset of CEOs and executives. Understand how to educate them on topics like personal branding or crisis management.
Do you want to hit on a pain point for your ideal audience? Use entertaining stories — maybe even coupled with memes — to get attention.
Do you want to push them to sign up for your product or service? Use client testimonials — and before and after stories — that entice them to answer your call to action.
Closing out the Storytelling in Content Marketing Series
In closing, I think Rob BonDurant—former VP of marketing at Patagonia—sums up the concept of storytelling in content marketing best with this:
It is not just enough to make good products anymore. There also has to be a message that people can buy into, that people feel they are a part of, that they can be solutions-based. That is what the communication efforts are really all about.
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Case studies are great for telling your brand stories. Use the Case Study Storyteller to brainstorm your storytelling ideas in an organized way. No matter what product or service you’re offering — this template can help you understand how to position it for sale. It’s time to tell stories that sell with case studies.