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#Marketing storywriting how to
To explore how to weave narrative stories into your marketing, I interview Melissa Cassera. Want to hear more about our experience with the Five-Act? Listen to this episode of Agency on Record.Wondering how storytelling can help you better connect with your fans and customers? Looking for ways to tell more interesting marketing stories? We’ve had a lot of practice with it here at Maark. And if you need any help, give us a call. A person might know Joseph Campbell’s Hero’s Journey framework back and forth, but that doesn’t mean they can craft a great novel with it right away. The Five-Act is a storytelling tool, and as with any tool, it takes practice to wield well. So now that you have our secret to telling a great marketing story, you don’t need Maark. That story document is then the foundation for all collateral, whether it’s a brochure or a website, and it keeps the story consistent, accurate, understandable, and shareable at maximum power.īut my point here is that marketers should attack a marketing story like a novelist attacks a novel or a screenwriter a screenplay, not like a salesperson attacks a PPT. The same way when we hear that somebody’s a novelist, we immediately ask, “What have you written?” And that’s what I’mĪlways looking for on projects when I ask, “What’s the story here?” I’m not looking for the elevator pitch or a few slides. At the end of this process, we have a ~1,000-word document.
It’s a process of research and discussion and validation, but most of the time the process is just sitting down in a chair and sweating out the story, word upon word, sentence upon sentence, paragraph upon paragraph.
The process of using the Five-Act framework isn’t a fill-in-the-blank process (even though we do have a template that needs filling out). Organize a product portfolio in a more intuitive way. These subplots also help us adapt the story to different audiences or to We consider those subplots of the main story. Anytime you hire us for a messaging project or any project that we think might need to be rewound to the messaging level, you’ll see this slide from us:Īnd then we multiply it times three-three trends, three challenges, three parts to the big idea, etc.-because with complex businesses and complex products, there’s usually more than one thread that needs tying together. To do that, we’ve replaced those five general parts with elements relevant to business. Marketing storytelling yields a somewhat different intention than storytelling for storytelling’s sake (namely, that we’re selling something at the end of the story, while the novelist is trying to sell the story itself). The framework is five beats in a sharp arc, like this: It’s also known as the Freytag Pyramid, after the 19th century German novelist and playwright Gustav Freytag who codified it. Whether it’s a novelist doing it or somebody selling a bank app.Īt Maark, we use a classic storytelling framework for our messaging projects. We have so many structure methodologies because creating a tight, believable story is difficult. And there are a lot of frameworks out there, from Aristotle’s ancient Three-Act to Dan Harmon’s ink’s-still-wet Story Circle. We’ve known stories need structure for thousands of years. And, no, I don't mean a Messaging House (see vertical line of bullets above). So how do you move from story concept to actual story? It helps to have a framework to structure your story around. How is that enough strategic backing to face your audience? To fully address your competitors? To make anything compelling and worth digging into? When they run campaigns or create deliverables or make plans armed with just a tagline and a few sentences of value prop. It surprises me when marketers don’t write down their story. If that sounds like writing a book instead of a marketing messaging, that’s because writing a great marketing story is closer to writing a book than, say, preparing slides is. Finishing an output that somebody can read and understand. Drafting and drafting and drafting for the right words in the right order at the right tone. To create a story, it takes sitting down and painstakingly writing it out, word upon word, sentence upon sentence, paragraph upon paragraph. It’s easy to call a vertical line of bullet points a story. For instance, it’s easy to call a concept a story. Story is a wiggly word and for some reason particularly easy to hide behind in the world of marketing, despite storytelling being our craft.
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