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The Simple 4 Step Story Framework that gets your audience to care

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

Here's the 4 Step Framework to craft your brand narrative

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.

Why does your audience need to hear or read this story?

Describe their current situation - Tap into what your audience already knows, their life before the change.

Create curiosity and give the reason why there's a need for change.

2 . Present The Problem

65% of your audience are unaware they have a problem. They may know there have 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 describe their symptoms and 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 apparent. You do 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.

But a Painkiller story could focus on the more urgent need: to learn not to fear water or learn life-saving skills or prepare for a sports day at school.

3 . Present The Solution

Now that your customer is aware of their problem they will actively search for a solution. This is the perfect time to introduce your service, but you don’t want to dive straight into a sale. You need to show your perceived value before presenting them with the price!

A golden rule of copywriting is the before and after bridge

If you’ve described how the problem makes life hard, you now have to describe how your services make it easy.

To do this you need to describe the impact, the outcome, the results - the transformation and put it into their real-world situation.

Since people only really care about what’s in it for them you will want to make sure your solution covers solving that one big problem. For example, help Jane feel confident swimming for her school sports day.

Explain the benefits, and support them with your features, this should be 80/20 of your content. Apple is a great example of this - their adverts often tap into inspiring phone users to take great photos before they explain the phone's lenses and shutter speeds.

Bonus: Add social proof. Show your audience how you've helped others reach this transformation.

4 . The Call to Action

Now that your customer is solution aware, the next step is to confirm them to take action - why they should buy and why they should buy from you and how.

You can build (genuine) scarcity and urgency into this part of the story. for example Limited Time Only, 5 spots left.

On a final note: This framework only works when you realise that: You are not trying to push your customer into a sale but confirm you are the best choice.

By creating a story around your customers' big now problems and helping them achieve their wins, you'll show them how much you understand their pain and desires and can build trust and loyalty that overcomes their objections.


1. Present the situation (You may not know you have a problem but if this sounds like you)

2. Present The Problem (What's keeping your customer up at night)

3. Present the Solution (Here's how it makes life easy and Here are the results)

4. Call to Action (Here's how you can get do it too)

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