Storytelling on the back of an envelope
Quick (but useful) story framework & a reading list
A web copy client asked me recently to use the StoryBrand framework for their Services page.
Luckily I had already worked out some quick points to do that.
They're based loosely on the framework I read about in Donald Miller’s book. When I say loose, I mean both fast and loose. You can hurtle through the process using these seven pointers below.
Use this framework for writing just about anything for yourself or for clients - sales page, about page, email sequences, video scripts ...
My fast & loose framework from StoryBrand
Place the (potential) buyer as the hero of the story.
Empathise with their problems.
Position your business (or your client’s) as the guide with a solution.
Give just enough information about the journey towards the solution.
Talk gently about what might happen if the potential buyer does nothing.
Include a success story.
End with what potential buyers should do next.
That’s it. Screenshot or save and you’ve got a quick way to get beyond the blank page.
You could also copy and paste this framework into AI to generate storytelling ideas applied to your own project.
Storytelling reading list
Got a pile of books/resources/podcasts to consume on storytelling? Same.
I’ve just put the keyword ‘storytelling’ into an amazon search. It’s overwhelming.
Here’s what I’ve read on storytelling and messaging recently -
In full
In part, or
Not at all yet, but I need to do it soon
Storytelling in a reading list
(Some of these are affiliate links).
Donald Miller, Building a Storybrand. Loose learning points summarised above.
Jonah Berger, Magic Words. Coming with me on holiday (the book, not Jonah himself). For a taster, I recommend this podcast episode from The Brainy Business.
Maryanne Wolf, Reader, Come Home. For avid book readers with tech-nostic tendencies, just like me.
Blake Snyder, Save the Cat! On my read-soon list. You had me at the title, Blake.
Peter Conrad, Mythomania: Tales of Our Times, from Apple to ISIS. Listen to 21st Century Mythologies on BBC Radio 4 for a thought-provoking bitesize version of the book.
Tamsen Webster, Find Your Red Thread. My coffee-stained copy is usually close-to-hand for messaging frameworks.
John Bucher, The Storytelling Almanac. Also worth a listen, this is an old but excellent podcast episode on mythologies.