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
Your Origin Story – how you overcame obstacles to get to where you are today, helping the people you help the way you help them
Client Stories – results/transformation you helped clients achieve
Character & Values – stories highlighting what’s important to you (examples: family, travel, integrity, etc.)
4-Step Story Framework
Challenges – What challenges did you/your client face along the way?
Catalyst for change – What was the defining moment that changed everything?
Transformation – What did your/your client’s evolution look like? What specific results did you/they see in business and life?
The Why – Why is this story relevant/important to the reader?
Examples of Powerful Stories
Origin Stories
Client Stories
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
Copywriting/Marketing
Character & Values (Living a quality life)
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.
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.
