You can attract attention, entertain, and enlighten in just a few minutes if you use persuasive writing to tell the correct tale. A marketing story is memorable and shareable, which are two of the most significant characteristics of the finest material for making money online.

Your marketing tales become far too important to be ignored with content marketing.

So we can all agree that tales are important… However, how do you inform them?

What constitutes a good marketing narrative, specifically?

Five aspects of marketing tales

Here are five important aspects of marketing tales and how they relate to business blogging.

We’ll begin with the hero, as in any good story…

A hero

Every good story revolves around someone (even if that someone is a professional monster or a talking toy).

The most common blunder made by corporations is to believe that their company is the hero of the story.

This is common in insecurity-based advertising (“purchase our toothpaste or you’ll die friendless and alone”), but it’s a self-serving and easily overlooked marketing message. And a marketing message that is easily dismissed does not foster trust in relationships.

Your customer must be the protagonist in a fascinating content marketing tale.

What makes someone a hero? The story’s hero is someone who is turned from an ordinary person into someone extraordinary as the story progresses.

Write a good headline for your hero.

A goal

Good firms focus on resolving customer issues.

To put it another way, successful online company strategies consider customer transformations.

You must know where your customer-hero is now and where she wants to go in the future.

What kind of change is she looking for? Is she looking for a change in her health, a change in her relationship, a change in her fortune, or a change in her career?

What will she look like once she’s gone through the transformation?
What will she be able to achieve that she is currently unable to do?
Is she going to get something she doesn’t already have?
What will be the impact on her beliefs?
What new partnerships or connections will she make?
What kind of woman will she be?

An Obstacle

Your customer would not need your services if change was simple.

Obstacles are what add intrigue to marketing stories. The core of your captivating story is the gap between where your hero is now and where he wants to go.

External hurdles to your customer’s final victory are common, but the most interesting ones are almost usually internal, such as the imposter syndrome you could experience when learning how to generate money as a freelance writer.

What is preventing your customer-hero from achieving his objective? What external factors are obstructing his progress?

What’s more, what emotional and psychological hurdles has he put in place for himself? What inner obstacles must be overcome in order to reach his treasured objective?

A mentor

Where does that leave you and your company if your consumer is the hero?

You’re Obi-Wan Kenobi if your customer is Luke Skywalker. You’re the wise mentor who can supply the hero with crucial information and tools to help him achieve his goal.

One difference between an empowering marketing message and the old-fashioned, insecurity-based toothpaste advertising, as Jonah Sachs points out in his fascinating book Winning the Story Wars, is that you emphasise that your hero’s path is the consequence of her own effort and work.

Your company isn’t in business to come in and solve all of her problems. That would infantilize your customer, which would be unsatisfactory in the long run. (Having a bunch of neurotic crybabies as customers isn’t particularly entertaining.


When sharing a marketing narrative, it’s usually a good idea to state the moral of the story upfront.

Yes, utilise marketing tales to illustrate people who are similar to your customer-hero overcoming challenges and achieving their objectives.

Demonstrate how your company can help customers become better versions of themselves by mentoring and guiding them.

Demonstrate how customers can overcome external and internal barriers to get what they want.

But then go around again and spell it out. Tell the audience what they should do next or what their key takeaway is.

The audience is left to pick out the moral of the story in the most delicate and sophisticated storytelling. However, in the sea of distraction, the audience for those stories isn’t devouring them.

Don’t be afraid to spell it out. Be clear and direct. Clarity is golden


There’s one more instrument in your story marketing toolkit that’s more important than ever.

In an era of unprecedented digital openness, having flawless marketing ethics and communicating the truth can help you achieve incredible results.

It requires bravery and discovering that courage can be a hero’s journey in and of itself.

However, the more truthful you can be about your company, the people you serve, and the problems you address, the more loyal you will be.

Every narrative necessitates the presence of a memory element in order for it to be remembered and shared.

And, in today’s society, honesty can be one of the most impressive marketing narrative aspects of all.

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