The 4 Step Story Framework that gets your audience to care


FACT: People don’t care about your product. They care what’s in it for them.

1 . Present The Situation

The key to an impactful business story is to make it relatable to your reader. They should be able to see themselves in the story. Start by building curiosity by describing the situation - Why does your audience need to hear or read this story?

Tap into what your audience already knows and write about life before the change - this could be a past or current situation.

A good way to hook your audience is to create curiosity and imply there's a need for change.

2 . Present The Problem

65% of your audience are unaware they have a problem. They may know there is one (ie: weak sales, low traffic, customer churn,) but because they find it hard to describe or they just can't find the solution, they fail to acknowledge what their problem is.

Your task is to make them care enough to want to solve their problem.

You want your audience to become problem aware because only when they can articulate the problem, can you sell the solution.

Identify one common problem, maybe it was something you struggled with or the reason why you started your business - who did you want to help?

Ask yourself: Why should they care? And Why they should care right now?

A good way is to see if your business is a painkiller or a vitamin. That is - Are you solving a big problem now or preventing a future one?

Vitamins are "nice to have," but are not seen as a "need to have." They are often marketed as your features or values of a business such as free delivery and sustainability but this isn't enough to make your audience take notice.

Painkillers, on the other hand, are businesses that solve a big, urgent problem. It is a need-to-have, and your customers will happily pay for it because it alleviates their big problem.

Strategic storytelling helps people realise that even if the solution is a vitamin it has the ability to solve an urgent problem, even if it's not obviously apparent. It does this by tapping into one emotion - because you want your reader to relate to you on a deeper level, you need to show them the pain of not solving the problem. How it would get worse left unattended.

For example, A vitamin service could be teaching children to swim. Some people may not think it is an urgent problem.