A 5 Step Framework for Writing A Strategic Narrative That Helps to Attract More of Your Ideal Customers

One of my favourite things to do when launching a new digital product is to create a strategic narrative story.

A strategic narrative is a visual deck that helps you — and everyone on your team if you have one — align on the ‘why’ behind what you have to offer. And once you have this story nailed, you can use it to power your customer marketing through sales decks, launch videos, emails and so much more.

And if you tell the right story, your target audience will immediately buy into your offer and be excited to buy from you.

Here are my 5 steps to help you create your own powerful strategic narrative story:

#1 — Name the undeniable shift that’s taking place in your world

Example: “We now live in the Subscription Economy”. (Taken from Zuora’s strategic narrative deck where they name the new world their audience is living in.)

#2 — Show there will be winners and losers

You want to highlight real-life examples of companies that have failed as they didn’t adapt to the shift, along with others that are thriving because they embraced the shift.

Example: Today’s successful {audience} are doing {insert a new way of doing things}

#3 — Tease the promised land

What I’ve found very powerful in this section is creating a visual graphic that represents the Old Way vs. New Way. Some people are very visual so showing this shift in a graphic works well.

#4 — Introduce your plan for overcoming obstacles to reaching the promised land

#5 — Present evidence that makes your story true

If you want to learn more about Strategic Narratives shoot me a message, or read more from Andy Raskin, who is the legend behind the strategic narrative framework.

Read this post and more on my Typeshare Social Blog



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Robert Gillespie

I write about Digital Entrepreneurship, Marketing and @Notionhq | Currently Vice President of Marketing @JPMorgan Chase | UK Entrepreneur of The Year final