Welcome to Day 2! Now that you understand why storytelling matters, let’s uncover what makes a story powerful – and how you can start finding those story opportunities within your own business.
What Makes An Effective Story?
Behind every memorable story – whether it’s in a bestseller, a blockbuster film, or a standout marketing campaign – are three timeless elements:
A Hero: The central character your audience can root for. In marketing, this is often your customer, not your brand.
Conflict: The challenge, obstacle, or pain point that the hero faces. Conflict creates tension and stakes—without it, there’s no reason to care.
Resolution: How the hero overcomes the challenge. In marketing stories, this is where your product or service helps create a positive outcome.
Why These Elements Matter In Marketing
Stories with heroes, conflict, and resolution are naturally engaging because they mirror how humans experience and process real-life events. By using these elements, you invite your audience to see themselves in the narrative and motivate them to take action.
Take a look at this story, ‘Upskill and retain your team with cost-effective training’, created by one of our commercial editors for the University of Salford. In this example, the conflict is outlined in the opening paragraph: “The combination of an ageing population and an ageing workforce is currently placing a huge demand on the health and social care sector.” The heroes are local businesses that have used apprenticeships to upskill their teams, and the resolution is The University of Salford.
In another example, ‘SpanSet UK outlines its commitment to protecting the UK’s workforce during No Falls Week 2025’, the conflict, hero, and resolution are evident. They’ve timed the article to fit in with an awareness week, adding an extra layer to the story and ensuring its relevance.
Practical Tips For Finding Your Stories
1. Start With Your Customers
Look for real stories from clients who have faced challenges and succeeded with your help. Testimonials and case studies are goldmines for compelling narratives.
2. Highlight Problems And Solutions
Don’t shy away from talking about obstacles. Demonstrating how you help customers overcome difficulties builds credibility and trust.
3. Focus On Transformation
Great stories demonstrate change. Whether it’s improved efficiency, cost savings, or business growth, highlight the before-and-after journey.
4. Keep It Real
Authenticity beats perfection every time. Share honest and relatable stories—even if they include setbacks or lessons learned.
Key Takeaways for Today
✅ Good Stories feature a hero, conflict and resolution.
✅ By using these elements, you make your story relatable.
✅ There is a story in every business, including yours.
Reflect & Prepare
Before the next lesson, consider a recent client success or a memorable project within your business.
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- Who was the hero?
- What problem did they face?
- How did you help resolve it?
Jot down these details to use them as building blocks for future marketing content.
