Your story is at the heart of marketing: How can you tell it effectively so that your listeners know, you trust you and buy from you?

1. PRESENTED BY:
DEBBIE O’CONNOR
MOTIVATING MUM UK
10 WAYS TO MAKE YOUR
STORY EXCEPTIONAL

2. STUDY OTHER STORYTELLERS
It doesn’t matter who the story teller
is, from an actor to an industry leader, study
their background and processes.
Learn their methodology, idiosyncrasies and
patterns and see where you can apply those
to your content.
Here’s my Story
A Mumpreneur is Born

3. USE DIFFERENT MEDIA
Storytelling is for more than just novels and
movies. It comes in many forms including
articles, blog posts, videos, presentations and
more. You can even find storytelling in video
games.
 Research what medium your target
audience prefers.
 Consider which medium works best for the
story you are telling.

4. REMEMBER THE ESSENTIALS
Every story needs a:
 Subject: Know your audience before you begin.
 Goal: Determine what outcome your audience is
seeking.
 Problem: Identify the reason your subject is having
problems reaching their goal.
 Solution: Show them that you are the solution.
 Moral: Summarize the story in a direct and simplified
way so they see the solution & how to reach it (your
call-to-action).
Your story should take your subjects on a journey where
they can see the transformation between the beginning
and the end.

5. DETERMINE WHAT YOU LIKE IN A
STORY
Think about your favorite stories; be they
novels, movies, certain articles or even
online videos.
 Why are they your favorite?
 What parts really attract you; the
character’s style, the plot line or
something else?
 What attracted you to them in the first
place?
 What kept your attention?
Apply those same things to your own
stories.

6. BE HONEST
Always be truthful.
Lying and embellishing your stories
may gain the initial interest of your
audience but once they find out you’ve
been dishonest – and they will, you’ve
lost their trust forever.

7. EMOTIONALLY CONNECT WITH YOUR AUDIENCE
Stories that tap into our emotions are the
ones we enjoy hearing and the ones we
remember.
Work to connect with your audience on an
emotional level, be it through
entertainment, encouragement, fascination
or something else and they will remember
your story and your brand.

8. BE INTERESTING, NOT BORING
What you find interesting and what your
audience finds interesting may be two
different things.
 Tell the story for your audience, not for
yourself.
 Research to learn what real people are
asking.
 Consider the “who,” “what,” “when,”
“where,” “why,” and “how” questions &
what would make each of them interesting.
 Keep your audience’s interests in mind
while creating your story.

9. SHOW YOUR PERSONALITY &
UNIQUENESS
Don’t be afraid to let your personality show. People are looking for a connection
and it may just be through having a similar personality. Besides, stories without
personality are just plain boring.
Even if you’re not very charismatic you can still make a connection through
being unique. Ask yourself:
 What makes your audience special?
 Why do they buy your product over someone else’s?
 What do they like and dislike about your product?
 What makes your product special?
 Is it designed differently than your competitions?
 Why did you create the product?
 Has it been recently updated?
 Does it include advice from an industry leader?
 How has your product changed the life of your customers?

10. MAKE IT SHAREABLE
When you create a good story people will
want to share it.
 As you write your story, think about
where it can be told and shared.
 Mix up the type of mediums, formats
and content lengths to give your story
some diversity.

11. KEEP IT SIMPLE
Regardless of the topic, traditionally
speaking, the most remembered stories
are the ones that tap into emotions,
make a connection but are also simple in
design.
When a story is too complex, it loses its
impact.
K.I.S.S
Keep It Short & Simple

12. THANK YOU FOR WATCHING
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For more information on this topic
debbie@motivatingmum.co.uk
www.motivatingmum.co.uk – Support and Advice for Mums in