How to Motivate Your Audience with the
Power of Storytelling
Chapter 4: Which Story is Most
Effective for Your Market?
"If a story is not about the hearer he [or she] will not listen . . . A great lasting story is about everyone or it will not last. The strange and foreign is not interesting--only the deeply personal and familiar."
― John Steinbeck, East of Eden
Target Audience
Who is your target audience?
What are their values?
Cheerios TV Commercial, 'Good for Your Heart'
Baby Dove | New Baby Skin Care | Rite of Passage
Ask your customers…
Why did they buy from you?
Why were they looking for a product like
yours
What questions did they ask
along the way?
What are your brand’s key emotions?
Ask your audience what they’re interested in
Ways to get story
ideas
Follow the news
Look at your most popular
content
Check out your
competition
Follow your audience
online
Tell true stories
The best stories are authentic
Tell stories about real events, people and situations
Get your customers to create stories for you
Questions?
What do you hear from your customers?
What are your brand’s emotions?
What is your audience interested in?
What sources do you have for story ideas?
Jot down some story ideas
Exercise
Share
Coming up in Chapter 5How to Create a Story that Engages Your Customers