Go with a change instead. When you highlight a change

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Stage 2: Story Elements Preparing the story’s subject requires taking three major steps: Discover the core values Finalize the hero and the mentor Define the change vs. the problem Discover The Core Values The core values are tied to the target audience’s needs, highlighted in Stage 1. The story must align with the core values of the brand. The settings for the story could be unrelated to the product being sold, so long as the core value aligns with the brand promise.


For example, Redbull’s value is to energize sports lovers (which is Redbull’s brand promise); stories twitter phone number list of extreme sports share the same value of the brand. The Change vs. The Problem You shouldn’t start your narrative with “the problem.” When you assert that your prospects have a problem, you generally risk putting them on the defensive. Also, your audience may be unaware of the problem or uncomfortable admitting they suffer from it.


you get prospects to open up about how that change affects them, how it scares them, and where they see opportunities. Most importantly, you catch their attention. The Hero And The Mentor Your company is not the protagonist of the story. The customer is. The hero is the prospective customer. Therefore, never kicking off any kind of narrative, including a sales email or presentation, by talking about your brand, your product, your headquarters locations, investors, clients, or anything about yourself.