Master storytelling and you can damn near print money at will
Most people don't know how or where to start.
This 7-part storytelling formula is one of the most powerful persuasion tools ever created (used by Apple):
Most people don't know how or where to start.
This 7-part storytelling formula is one of the most powerful persuasion tools ever created (used by Apple):
The most fundamental story used in marketing:
• A [HERO]
• has a [PROBLEM]
• And meets a [GUIDE]
• Who gives them a [PLAN]
• That calls the hero to [ACTION]
• And helps them avoid [FAILURE]
• And ultimately ends in [SUCCESS]
• A [HERO]
• has a [PROBLEM]
• And meets a [GUIDE]
• Who gives them a [PLAN]
• That calls the hero to [ACTION]
• And helps them avoid [FAILURE]
• And ultimately ends in [SUCCESS]
Companies like:
• Nike
• Apple
• Google
• Amazon
Have known about this framework for years
(and built their marketing strategy using it).
Let's take a look at how Apple used this framework:
• Nike
• Apple
• Amazon
Have known about this framework for years
(and built their marketing strategy using it).
Let's take a look at how Apple used this framework:
1. A HERO
Apple needs to define:
• Who is their ideal customer?
• What are their beliefs & desires?
• What are their world views/what motivates them?
In the mid-2000s they defined the "hipster creative" as their hero:
Apple needs to define:
• Who is their ideal customer?
• What are their beliefs & desires?
• What are their world views/what motivates them?
In the mid-2000s they defined the "hipster creative" as their hero:
2. Has a PROBLEM
• What problems does the hero deal with?
• How does this affect their daily life?
• What are the consequences?
In 2023, digital privacy is a huge problem...
Apple illustrates this perfectly:
• What problems does the hero deal with?
• How does this affect their daily life?
• What are the consequences?
In 2023, digital privacy is a huge problem...
Apple illustrates this perfectly:
3. And meets a GUIDE
Now, Apple is positioning itself to help solve the problem:
They must illustrate:
• Their reputation
• Credibility
• Value
For our hero to trust them.
Apple has a secret weapon...
Steve Jobs was a literal personification of the guide:
Now, Apple is positioning itself to help solve the problem:
They must illustrate:
• Their reputation
• Credibility
• Value
For our hero to trust them.
Apple has a secret weapon...
Steve Jobs was a literal personification of the guide:
4. Who gives them a PLAN
Now Apple must illustrate why they're the right choice:
• Features & benefits
• How to solve the problem
• Why this is the best solution
The unveiling of the iPhone in 2007 was a masterclass in this:
Now Apple must illustrate why they're the right choice:
• Features & benefits
• How to solve the problem
• Why this is the best solution
The unveiling of the iPhone in 2007 was a masterclass in this:
5. And calls them to ACTION
The most obvious calls to action are:
• "Buy"
• "Join"
• "Subscribe"
Great brands have a different call...
Apple is famous for one of the most compelling CTAs ever:
The most obvious calls to action are:
• "Buy"
• "Join"
• "Subscribe"
Great brands have a different call...
Apple is famous for one of the most compelling CTAs ever:
6. That helps avoid FAILURE
It's important to illustrate what happens if they don't buy:
• What are they missing?
• How does it affect their life?
• Where in their life are they losing?
The 1984 Superbowl ad highlighted taking the power back (and avoiding failure):
It's important to illustrate what happens if they don't buy:
• What are they missing?
• How does it affect their life?
• Where in their life are they losing?
The 1984 Superbowl ad highlighted taking the power back (and avoiding failure):
7. And ultimately ends with SUCCESS
What is the:
• Transformation
• Meaning
• New life
The hero (customer) gets?
Today, Apple is showcasing its transformative camera technology with the iPhone:
What is the:
• Transformation
• Meaning
• New life
The hero (customer) gets?
Today, Apple is showcasing its transformative camera technology with the iPhone:
And that's it!
Credit to this storytelling framework:
• The "SB7 Storytelling Framework"
Which can be found in:
• "Building a Story Brand" by Donald Miller
Credit to this storytelling framework:
• The "SB7 Storytelling Framework"
Which can be found in:
• "Building a Story Brand" by Donald Miller
From my corner of the globe to yours,
Happy building ✌️
Follow me @jonbrosio for more rad content
Also if you found this helpful, RT the first tweet to share this with your friends!
Happy building ✌️
Follow me @jonbrosio for more rad content
Also if you found this helpful, RT the first tweet to share this with your friends!
Turn your ideas into a one-person digital business.
"bUt HoW, jOn?!"
Join 10,000+ reading the best newsletter on Earth:
jonbrosio.com
That's how 😎
"bUt HoW, jOn?!"
Join 10,000+ reading the best newsletter on Earth:
jonbrosio.com
That's how 😎
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