The piece discusses the significance of aligning sales and marketing via a story framework. The term “Story” has become a marketing buzzword, but many marketers don’t fully understand what constitutes a good story and the power it holds. Our brains are constantly seeking useful information while filtering out what we can’t quickly understand.
In today’s world, the narrative you narrate and the method you use to narrate it are critical, with the average person receiving between 3,000 and 5,000 commercial messages daily. The right narrative, told correctly, can present information in a compelling and memorable way that ultimately prompts customers to act.
There are seven elements to a good marketing story, built on the hero’s journey in traditional storytelling: the hero (your customer) who wants something, encounters a problem, meets a guide (your company), receives a plan, is called to action, and faces either success or failure.
Dr. JJ Peterson explains that this “problem, value, stakes, call to action” model can be adjusted to fit in 30 seconds or expanded to fill 90 minutes. Regardless of the format, the same structure is maintained, adjusting the time or space devoted to each element based on the medium.
The first step