This 7-part storytelling outline may be the most powerful persuasion tool ever

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(used by Apple)

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Pixels. Photo by on Duophenom

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Master storytelling and you can sell almost anything.

Unfortunately, most people don’t know how and where to start.

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We study literature in school, however, unless you enroll in a special program or attend a top marketing school (that teaches storytelling) you’ll probably never learn how to use a tool like this. HOW TO USE.

damn.

Because the barriers to entry in building an online business (especially a solo business business) are quite low. And storytelling is a tool that can market your proposal and effectively communicate how it’s helpful, what problem it solves, and why the prospect should care.

Over the past nine months, I’ve become obsessed with understanding storytelling and leveraging it for your online business.

I unveil this 7-part storytelling outline (which may just be the most powerful persuasion tool ever).

What you are about to read is one of the most fundamental marketing frameworks ever developed.

a [HERO]One [PROBLEM]and see you [GUIDE]who gives them [PLAN]he tells the hero [ACTION]and helps them escape [FAILURE]it ends at last [SUCCESS]

Companies like:

Have known about this framework for years (and have built my marketing strategy using it). As you read through this article, take a look and consider some of the biggest companies in the world. Have you seen them use it to establish their Story brand? Can you see in the examples below how companies have used this storytelling framework to influence your decision making?

Now, let’s take a look at how Apple has used this framework throughout its history:

Every company needs to have a hero at the center of the story. Spoiler alert: that the “hero” is usually you (the customer). Everything related to the company is aimed at improving the life of you, the hero. Products, services and benefits are all about you and making your life better.

In Apple’s case, they want to define:

Who is their ideal customer? What do they find important/valuable? Why would they choose Apple over a competitor?

Example: In the mid-2000s he defined “hipster creative” as his protagonist:

credit | Apple with Writer Edit

At its core, a business exists to solve a problem.

It’s a lot easier when you boil things down. So, for this storytelling framework to operate correctly, the company in question (again, Apple in this example) needs to outline:

What problems does the protagonist have? How does this affect the protagonist’s life? What does it mean if it goes unsolved?

Example: Today privacy is a priority. Apple shows it perfectly:

credit | Apple with Writer Edit

Now, the brand (Apple) is positioning itself to help solve the problem.

Contrary to what a lot of early founders and business owners may think, they are not (business) heroes – they are guides. Think of it like Obi-Wan (the business) to Luke Skywalker (the customer).

The business should clarify:

a favorable reputationReliability value

For our hero to rely on them.

Example: The literal embodiment of the Steve Jobs Guide was:

credit | Apple with Writer Edit

At this point, the business explains why the guide (apple) is the right choice. Generally, this takes the form of a “plan”. Think of the plan as all the marketing and advertising collateral you can see in the market.

For example, it can also take the form of a case study.

You can do this by showing:

Features and BenefitsHow to Solve the ProblemWhy It’s the Best Solution

Example: The Macintosh was marketed on simplicity. Here, it’s an obvious choice:

credit | Apple with Writer Edit

The most obvious call to action (CTA) is “buying”.

However, at times you may see a call to action taking the form of a “free trial”. Many solopreneurs want the first CTA to be “subscribed” and then sold after the trust is created.

Great brands (like Apple) have a different call…

Example: Apple is famous for one of the most compelling CTAs of all time, “Think Different”:

credit | Apple with Writer Edit

It’s not enough to show the protagonist what happens when they take action.

Humans are hardwired to avoid discomfort in the pursuit of pleasure. Great companies understand this and use it to tell their brand story to help convert more customers.

Give an example of what happens if they don’t make a purchase:

Consequences of Avoiding LossHow the Problem Grows

Example: The 1984 Superbowl ad highlighted individuals (the protagonists) taking power back (and avoiding failure) from “bad big business”:

credit | Apple with Writer Edit

Now that we’ve found a loophole from the pain, we can uncover the ultimate goal of the protagonist choosing the business.

In short, it is the result (or solution).

To help you and your business, think about what:

change meaning new life

The hero can get by with the product.

Example: Today, Apple is showcasing its transformative camera technology with the iPhone:

This 7-part storytelling framework may be the most powerful persuasion tool ever (used by Apple):

a [HERO]One [PROBLEM]and see you [GUIDE]who gives them [PLAN]he tells the hero [ACTION]and helps them escape [FAILURE]it ends at last [SUCCESS]Ready to be the preferred creator of your niche?

Check out this free resource that walks you step-by-step on making your first $3,000 online—regardless of your experience—in my free guide.



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