Storytelling Makes the Marketing World Go Round
People love stories.
Businesses need stories.
Where does that leave you, the marketer?
I never really wanted to write for a career.
Loved reading.
But writing?
Nah.
Meet Alex
Writer of hundreds of articles.
Editor of thousands more.
Content engine builder at Indiana's tech accelerator.
Content team founder, 16x scaler, and leader at an award-winning top-20 B2B tech PR firm.
Alex lives and breathes content, with a practiced hand in both the writing process and the business of content. As the founder of Alex Sventeckis Content Consulting, he helps marketers and PR pros propel their companies' success through compelling content.
Story gives life flavor.
And it makes work much more interesting, too.
What's in a story?
What's common between these Super Bowl commercials?
What's common between these Super Bowl commercials?
Character
Someone or something your audience can empathize with
Conflict
Tension between a current state and desired future state
Resolution
Achieving the desired future state to some degree of satisfaction
Why do cliffhangers work so well?
Master the relationships between character, conflict, and resolution, and you'll master storytelling.
Storytelling at your job
"Narrative writing" is storytelling.
Why does narrative matter?
The Business Jargon Answer
1
Engage Your Audience
A well-crafted narrative can draw your audience in and make them emotionally invested in your brand.
2
Stand Out From the Crowd
In a sea of competitors, a compelling story is what can differentiate your brand from the rest.
3
Build Trust and Credibility
A narrative that resonates with your audience can help build trust and establish your brand as a thought leader in your industry.
Why does narrative matter?
The Real Answer
Boring content sucks.
And you and your company cannot afford to be boring.
It's Monday morning, and your boss says, "Make us some great content this week."
What do you do?
Study your target audience
Know your "readers" inside and out.
Identify Your Target Audience
The first step in creating a compelling narrative is to understand who your audience is and what they care about.
Research the Market
Conduct market research to understand your competitors and identify unique angles that can make your narrative stand out.
Listen to Your Audience
Engage with your audience through social media, surveys, and customer feedback to gain insights into their needs and preferences.
Listen to your customers, and you'll automatically beat 99% of your competition.
Less "us," more "you."
"So what?" and "Who cares?"
Structure your story
No matter your format, you build stories the same way.
1
Beginning
Establish the setting and introduce the characters to create context and set the stage for your story.
2
Middle
Build tension and conflict through rising action, leading to a climax that leaves your audience on the edge of their seats.
3
End
Resolve the conflict and provide a satisfying conclusion that ties up loose ends and leaves a lasting impression on your audience.
PAS model
Use the Problem-Agitation-Solution (PAS) model in your storytelling to create a narrative that resonates with your audience. The model includes:
  • Identifying a problem your audience faces (Character)
  • Agitating the pain this problem causes (Conflict)
  • Offering a solution to soothe the pain (Resolution)
This format creates a story arc that hooks your audience and keeps them engaged.
Resolve with a Call to Action (CTA)
In business writing, you need a clear, direct CTA — tell me what to do next.
Be Specific
Your call to action should be clear and concise, providing a specific instruction that your audience can easily follow.
Use Urgency
Create a sense of urgency that encourages your audience to act quickly, such as offering a limited-time discount or bonus.
Align with Your Narrative
Your call to action should align with your narrative and provide a logical next step that will further engage your audience with your brand.
Pick a format
Stories come in many forms — pick what connects with your audience.
Print media
Digital media
Photo/Video
Podcast
Live presentation
Social media
Notes about formats
  • Video production always costs much more than you think — both in money and time.
  • Same with podcasts — editing eats up the clock.
  • So does writing. In fact, creating content always takes longer than you expect. Plan accordingly.
  • Great writing shows great thinking, so invest in learning your company, industry, and customer needs. Think well, write well.
  • Social media is great for vanity metrics, but great marketers know how their work leads to revenue generation.
  • You can repurpose your stories in multiple formats — but understand what works best for each channel.
Tips for successful narrative writing
  • Be authentic and genuine in your storytelling
  • Focus on the emotional impact of your narrative
  • Edit and revise your content to ensure clarity and impact
  • Stay true to your brand's message and values
  • Engage with your audience and incorporate their feedback into your narrative
Tips for writing as entry-level talent
You won't get many chances — impress people fast.
Put in the effort early and show you understand storytelling.
Get comfortable with boring topics (but not boring content).
Practice your writing fundamentals, and you'll be unstoppable and irreplaceable.
Hone your negotiation skills.
Know what's worth a fight, and let the rest go.
Ask for help — but be specific.
Use the Four Bs — Brain, Book, Buddy, Boss. (Order matters here).
Where did I learn this stuff?

Save the Cat!®

Blake Snyder's Save the Cat!® - The Language of Storytelling

Save the Cat! provides writers the resources they need to develop their screenplays and novels based on a series of best-selling books, primarily written by Blake Snyder (1957- 2009). Our books, workshops, story structure software, apps, and story coaching teach you everything you need to unlock the fundamentals and mechanics of plot and character transformation.

Ann Handley

Everybody Writes - Ann Handley

EVERYBODY WRITES Buy   Reviews   About EVERYBODY WRITES Your New and Improved Go-To Guide to Creating Ridiculously Good Content (2nd Edition) Your essential guide to becoming a masterful marketer, writer, and storyteller. “Funny, insightful, and profoundly transformational.” -Andrew Davis “Absolutely indispensable!” -Jay Baer “Who better to teach you the craft of commercial and professional writing than Ann Handley.” […]

Goodreads

The Last Unicorn (The Last Unicorn, #1)

Alternate cover edition of ISBN 9780451450524 She was…

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