4-Step Framework To Share Powerful Stories In Your Marketing

Written by: Jamie Caroccio, Executive Contributor

Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.

The history of storytelling goes back thousands of years.

Every culture has its own stories or narratives, which they share as a means of:

• entertainment,

• education,

• cultural preservation,

• or instilling moral values.

It started with cave dwellers, who used pigment to paint on walls and created stories and myths. Ancient Greeks carved language into walls to tell how history was moving forward. As generations grow and develop, daily life becomes another mark on history. Stories are everywhere ‒ from the Bible and Shakespeare to fairy tales in France and newspapers worldwide to today’s modern print and digital advertising.

You can use this 30,000-year-old communication technique to sell online without being overly “salesy” or “marketer-y.’

In this article, we’ll explore the following:

• 3 go-to stories for your marketing

• A proven, 4-step story framework

• Examples of powerful stories

• Where to source stories from

• Where to share stories in your marketing

• Tips for writing stories that sell

But first, let’s look at the benefits of weaving stories into your marketing.

Storytelling is an incredible way to:

• Capture attention

• Evoke emotion

• Motivate people to take action

It’s how we can entertain, educate and share values.

You can use stories to motivate people to subscribe to your email list, download your free guide, buy your course or enroll in your high-end coaching program.

But the stories you use must be authentic.

4% of consumers want brands that they can connect with. (SproutSocial) and 90% of consumers say authenticity is important when deciding what brands to support. (Stackla)

Coaching is personal and vulnerable for you and your client. Therefore, your storytelling needs to be honest and genuine. Authenticity will help you attract and keep the attention of your ideal clients.

3 Go-to Stories for Your Marketing

1. Your Origin Story – how you overcame obstacles to get to where you are today, helping the people you help the way you help them

2. Client Stories – results/transformation you helped clients achieve

3. Character & Values – stories highlighting what’s important to you (examples: family, travel, integrity, etc.)

4-Step Story Framework

1. Challenges – What challenges did you/your client face along the way?

2. Catalyst for change – What was the defining moment that changed everything?

3. Transformation – What did your/your client’s evolution look like? What specific results did you/they see in business and life?

4. The Why – Why is this story relevant/important to the reader?

Examples of Powerful Stories

Origin Stories

• Warby Parker

• Sara Blakely

• He told me to “get a job.” Here’s what I did instead.

Client Stories

• Coaching on offer

• “If you don’t change the way you’re doing things, you’re going to die.

• How this life coach is crushing it, making $60K/month while raising his young daughter

• British Divorcee Finds Love in Switzerland Despite Believing “There Are No Available Men in Geneva”

Examples of Stories I’ve Shared in My Marketing

There are three core messages I always talk about: creativity, copywriting/marketing, and living a quality life.

All of my stories tie back to at least one of those topics.

Creativity

• Drunk dancing in a parking lot in Granada

• I watched The Lady in the Van this weekend. (Great movie, and I highly recommend it if you haven’t seen it!)

Copywriting/Marketing

• I’ve never seen someone more proud of their work than my papa 💼🎅🎄

• What a 3-star Michelin restaurant in Spain taught me about selling a high-end service

• Bumble Ad

• The “sit at the bar & shoot the sh*t” technique

Character & Values (Living a quality life)

• I quit smoking on November 11th, 2019

• A year ago, my mom retired & moved to Spain

• Why I refuse to work on vacation

Sometimes I’ll write a post or article where my three core messages converge, like this article I wrote titled, 5 Life Lessons I Learned After Ditching My Digital Agency & Starting Over.

Where to Use Stories in Your Marketing

• Social media posts

• Emails

• Blog articles

• Podcasts, interviews

• On sales calls

Where to Source Stories from

• Anything you’ve changed in your life recently

• New habit or practice

• Mindset shift

• A big purchase

• Observations around you

• A conversation you overheard

• Nature

• Human behavior

• Trend

• Something everyone loves that you hate

• Past experiences

• A small mistake

• A big mistake

• Worst job you ever had

• Best job you have had

• Media

• A recommendation (book, article, podcast, movie, etc.)

• A lesson

• Confessions

• Something you’re embarrassed about

• A secret you’ve been keeping

• Thoughts or beliefs you don’t like to admit

• Other people’s stories

• your parents

• client success stories

• a problem a friend or colleague had

• someone who inspires you

• Movies

• Ads

• …Anywhere & everywhere!

Tips for Storytelling

• Don’t hold back. Be vulnerable and share the hard stuff.

• Share your lessons. Tell your story, but don’t forget to highlight the insights and lessons.

• Show the evolution. All your stories need to have a beginning, middle, and end.

• Be relatable. You know your ideal client better than anyone else. Make sure your stories are relatable to them, which ultimately drives the connection that leads to a sale.

• Practice. Tell stories on social media and in your emails regularly so you can slowly refine your storytelling skills.

Use the 4-step framework and tips above to write your next story. And, most importantly, share it with your audience!

Need more inspiration for your stories? Get my free 50+ Content Writing Prompts to inspire your storytelling.

Follow me on Instagram, LinkedIn, and visit my Website for more info!

Read more from Jamie!

Jamie Caroccio, Executive Contributor Brainz Magazine

Jamie Caroccio is a Copy Coach & Copywriter. She helps coaches attract more high-end clients online with copywriting that is simple, fun, and profitable. Over the past 7+ years, she’s worked with hundreds of coaches across industries (business, executive, health, leadership, and more.) She’s helped write copy for six and seven-figure campaigns at one of the top marketing agencies in the personal and professional development space. She was a guest speaker for the Be Social Change Future of Social Impact Marketing panel. She’s also the Founder of “Coffee & Copy Tips,” a free newsletter that teaches you how to write better copy in just 5 minutes a day.