Let’s talk about story scenes.
A brand story scene is simply the building block of a story. It’s a mini-story, and that is why it’s perfect for marketing.
If you ask me, this is the fun part of the story creating process because you get to spend your time dreaming.
I will admit being a story scene-teller. I do it here a lot by sharing bits and pieces of my story to highlight a point of view.
Dreaming up scenes, writing down whimsical thoughts, and playing around until you figure out how to take your ideal customer to the place they want to go – that is what a story scene is all about.
The structure of a scene is straightforward; it moves the hero from one state to another.
Your hero might move from a positive feeling like love to a negative one of hate.
Or your hero might move from a negative feeling of frustration to a positive one of contentment.
In story marketing, a successful brand story scene will always move your hero from a negative emotion to one that is positive.
Moving someone from negative to positive can be done in a sentence (called a story statement), a five-paragraph essay, or anything in between.
Sometimes your scene will be short and sweet, and sometimes it’s a bit longer. There is no word count requirement other than to use the right words that move your story along.
The driving force of the story scene is conflict.
One character (your ideal customer) is in pursuit of one thing (the benefit of your product or service), there is someone there to guide them (that’s you), and one or more persons or things (your ideal customer’s pain points, struggles, and frustrations) are standing in the way.
Your story scenes complement your foundation stories and should be used primarily to move your ideal customer along the buying journey.
When creating your scenes, remember this:
GET STRAIGHT TO THE ACTION AND USE IT TO HOOK YOUR AUDIENCE.
Details are not as important when you are trying to capture attention, so focus on grabbing attention first.
Basically, act first, share the lesson later.
Personally, I like to find the funny when creating my scenes. In fact, I like to bring humor into my stories whenever possible.
I even include some tasteful self-deprecating humor because it seems people love those who don’t take themselves too seriously.
The only rule of thumb is the humor, self-deprecating or not, must be authentic to who you are. Don’t force the issue or it will fall flat.
13 Story Scenes that moves your ideal customer
I have identified 13 brand story scenes that will address your customer’s objections before they even know they have them.
- I Know What You’re Feeling
- You’re In The Right Place If …
- Why Me?
- Walk Away
- Starting Over
- Bad Advice
- I’m Not Who You Think I Am
- The Fork in the Road
- I’m Not Going Anywhere
- Teaching Stories
- Vision Stories
- Success Stories
One thing is for sure you’ll never again be at a loss for a story to tell when you start telling these stories.
Where you might get stuck creating your brand story
Trying to figure out the best way to tell your story can keep you from creating it.
The story isn’t holding you back and it doesn’t need fixing.
A perspective shift needs to happen.
And the only way to make that happen is to tell it. I know I say this a lot, but I say it because it’s true.
The more you practice telling a story that’s keeping you stuck, the more you will come to terms with the past and free yourself to be present.
The bottom line …
The only way to create a better brand story is to practice telling your stories every single day.
And one more thing before I go …
Foundation stories are necessary because they let your ideal customer get to know you. Story Scenes are the stories that are going to help your ideal customer make a decision.
Your brand stories don’t have to be perfect. They’ll get better along the way.
Your brand stories don’t have to be complete. You’ll finish them when the time is right.
Your most important task in crafting your stories is to keep telling them.
Stay tuned, because I will be breaking down each of the story scenes listed above and the four foundation stories so you can start telling a better brand story.