How To Use Storytelling and Compelling Content to Attract Clients
Solve your problems or get new ideas with basic brainstorming
1. What Is Your (Client Focused) Story? Noise, Truths, Beliefs
1.1. Find popular content at competitor sites
1.2. What is the Noise? Truth? Your Belief?
1.3. Find their themes. Find your themes.
2. Develop Positioning Statements: Keeping Your Story Consistent
2.1. Why positioning statements?
2.2. Brand Ambition (major goal of the company)
2.3. Business Ambition (how to track progress along that goal)
2.4. Target Client Testimonial (what you expect your BEST client to say)
3. Create Content: A Simple System
3.1. Interview the thought leader
3.1.1. Step 1: Gather top 10 beliefs
3.1.2. Step 2: Conduct the Interview
3.1.2.1. Acknowledge existing belief/situation
3.1.2.2. State the friction they feel
3.1.2.3. State what you believe is possible
3.1.2.4. Offer your solution
3.1.2.5. Call-to-action
3.1.3. Step 3: Post, Syndicate, and Distribute
3.1.3.1. Video interview (Video Marketing)
3.1.3.2. Audio file (Podcast)
3.1.3.3. Written transcript (Blog post)
3.1.3.4. Visual Summary (Infographic)
3.1.3.5. Checklist (Lead capture)
4. Intro: Why Bother With Stories?
4.1. Value of stories
4.1.1. Stories connect
4.1.2. Stories engage
4.1.3. Stories differentiate
4.2. Challenges (mistakes) in storytelling
4.2.1. You focused vs client focused
4.2.2. Fact based vs story based
4.2.3. Selling vs connecting
4.3. Purpose of this guide
4.3.1. Give you a soup-to-nuts process for customized storytelling and efficient content creation
5. Conclusion: Welcome Your New Strategic Advantage
5.1. Competitor isn't going to do it
5.1.1. Being "authentic" takes too much work
5.1.2. "Copying" is so much easier