Updated: Nov 21
Telling a story is the best way to engage and capture your audience’s attention. It also delivers the message you want them to digest. In adding storytelling to your business and marketing plan, you can build a better connection with your audience.
Many small business owners and entrepreneurs have a great story to tell. The problem lies in finding ways to share the story. If you have a GREAT story but struggle to tell it, this blog is for you! Keep reading to learn how to frame your business story in 3 steps (Acknowledgement, Action, and Accomplishment)!
The first step to framing your story is acknowledgment. It is important for you to acknowledge your audience’s problem in a personal way. You can do this by asking specific questions to your audience about their worries.
The first key in this step would be to reel the audience in. Your first few seconds or text of content must be an attention grabber to hook the audience. There are 4 different ways you can do this:
Start with an unexpected statement.
Mention their pain points.
State interests you know your audience has.
Once you do that, entice them while you have them. Life is fast-paced, so you need to deliver your message in a reasonable amount of time.
To find out your audience’s pain points or wants you can do target audience research. Use your social media platforms for this step. For example, doing interactive stories with polls can give you definite answers. Once you have those answers you can begin creating stories that appeal to those concerns.
The next key is to escalate the problem. We have to entice our audience into action. This is when you first create a vivid story of the pain point. Then you list the consequences that come with the pain point not being changed.
The next step to frame your story is to take action. Once you figure out your audience’s desires and pain points, you can implement strategies. A common strategy is to emphasize and escalate the problem.
When taking this step create a clear image of the specific pain your audience is going through. Then list the consequences that may happen if actions are not made. During this step, you as a business owner give your potential consumer the step-by-step process for them to be able to take the matter into their hands and solve their problem.
Here is where you create a roadmap for your consumer to follow and your product or service is the endgame. For example: if you are a candle business and your consumer’s problem is wanting a long-lasting candle talk about your step-by-step creation process. Talk about the ingredients, materials, the and process used to create your candle in order to elongates its lifetime compared to brands on the market. The end goal is to be able to give your audience an experience that resonates with the problem they currently have, so that they are in need of your solution.
Another strategy is to communicate potential risk. Give your audience a heads up about potential risks of staying stagnant. Describe what can change for them in a positive way and how it can make them feel.
Once you have your audience emotionally invested in your story, you illuminate/emphasize/highlight the solution. This moment needs to be a sort of “ah-ha” moment. It should change their viewpoint and how they see the problem entirely.
You know you accomplished your goal if you’re able to create a utopia where the problem no longer exists because the audience followed the necessary steps above.
You need to tell a story that helps them see what the solution to their problem looks like. PRO TIP: Remember, your product or service isn’t always going to be the solution. The life experience, the feeling, the resolution is what’s going to solve the problem. Make sure your business story involves a well-rounded story with a fairytale happy ending for the consumer.
Position your expertise, and the positive experience your audience will have AFTER using your product as the importance, not just the product itself. Your goal is to show a new perspective, build trust and show your audience what is possible through your story.
You need to be able to show the audience the benefits of resolving their problem. As well as the positive changes that come with it once they take action.
Remember to drive your audience to action and give them a map of what they need to do. Once the audience has connected to your story, tell them what to do. Outline specific steps that are needed to be taken.
Take the time to learn and master these three steps to frame your story through content.
Now you have 3 steps to frame your story through content! Share and pin this post with others that will find it helpful! Ruth Sherrill Marketing Services is a marketing agency that specializes in helping business owners create profit and nurture an audience through shareable and informative content. Keep up with us on our socials by following us on Instagram, Pinterest, and TikTok!