To conclude the story, explain how your proposed solution can be implemented, including an anticipated timeline for results. Establish Your Solution’s Credibility and How You’ll Roll It Out Treat your solution as the trigger word to spark emotional resonance with the consumer, which gets their initial buy-in to participate in the story that you tell.Ĥ. This type of approach strengthens your role as the hero and the consumer as the beneficiary of a solution for their pain point. Start the narrative with your unique solution, then tie back your solution to the problem you’re discussing. My philosophy in business is to always start with the end in mind and work backward from it, and that goes for stories, too. When you present a story to consumers, you want to ensure it gets to the right ending. Once you determine this, you’ll be able to find the dragon and plot out a suitable story arc that serves you both. For instance, is the issue accessibility? Affordability? Lack of uniqueness? Are there a lot of competitors in your space? Are there trends that are affecting consumer perception? To be that hero, you need to be consciously attuned to the consumer’s state and aware of what’s going on in the world around them. Identifying the dragon and your positioning is how you define the story’s arc-in other words, the cornerstone of your narrative.įor consumers, the dragon is essentially the pain point they experience that you seek to resolve on their behalf. Next, identify the dragon that you’re fighting. When you tell a story where their needs are served, you reinforce your role as a positive one. Underdog or sitting duck: An innocent bystander with no protection against the conflict.Īs a problem solver, you must act as the hero who solves the problem of consumers by offering realistic solutions, saving them from conflicts and protecting those who may have limited options.Anti-hero or gray character: An antagonist who creates conflicts.Hero or protagonist: The main character who solves problems.Whether you’re speaking with a consumer or crafting marketing messaging, you and your audience are tied by the roles that you take.
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