Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer?

What is <span>They Ask, You Answer?</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
learning_center_grey__Free Courses and Certifications.svg

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Content Marketing
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

The 4-Step Blueprint for Telling Meaningful Brand Stories With Your Marketing

By Ramona Sukhraj

Ramona Sukhraj also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

The 4-Step Blueprint for Telling Meaningful Brand Stories With Your Marketing Blog Feature

Marketing is all about telling a story. Your brand and your products or services need to have a story to engage people.

It’s the story that separates iconic brands from forgettable companies.

We live in an age where more opportunity exists than ever before. More and more people are building very profitable businesses with nothing more than a laptop and an internet connection.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Yet, despite the rapid growth in entrepreneurship, we still only see a small percentage of businesses really take off and fly to the next level. The difference between recent breakout companies like GoPro and Kickstarter and the thousands that never took off is the story that engages their customers.

In Meaningful: The Story of Ideas That Fly, Bernadette Jiwa analyzes the story that customers of the best brands experience and offers a simple formula for crafting a story for your own products. Meaningful was listed as one of Inc Magazine's top business books of 2015 and comes highly recommended by the likes of Seth Godin and Guy Kawasaki.

Bernadette Jiwa is a five-time bestselling author who specializes in marketing and brand storytelling. She’s consulted with hundreds of entrepreneurs, creatives, and marketing professionals to help them turn their ideas into stories that “fly” and her blog, TheStoryofTelling.com, has been voted as one of the best business blogs.

In her work, Jiwa has discovered that the businesses that “fly” aren’t those that start with the best idea or the biggest budget, but with the story of someone who wants to do something and can’t.

To help readers develop their story, she shares the four step “Story Strategy Blueprint” in this article. This framework helps ensure that the wants and needs of your customer remain front and center at all times.             

telling-meaningful-brand-stories

Step 1: Story

If marketing is about making people aware of the value you create, to do that, you have to unlock the value in your story. If innovation is about creating value, to do that well, you must unlock the value in the stories of the people you hope to serve.

To create your story, think about who your ideal customer is. Dig deeper than demographics.

What is a day in their life like? What is important to them? What are their hopes, dreams, and fears?

More importantly, what are the immediate problems they are facing right now? How does your product or service address them?

Entrepreneurs are dreamers who think big, which allows them to come up with great ideas, however, too often they make the mistake of building products around their dreams, instead of around their customer’s dreams.

Successful products and services have true value to their customers because they help them see what’s possible for them.

Great marketing starts by telling the story of your customers’ lives to them – a story that resonates deeply because it’s relatable for them.

Step 2: Insight

Our job, as Steve Jobs put it, is to ‘Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.

Understanding your customers and telling their story is only the start. That’s how you capture their attention and allow them to relate to you.

To sell them something, you have to provide deeper insight – you have to show them what they’re missing.

What does your Buyer Persona want to accomplish, but can’t?

How can you help them? Look for opportunities to make a real impact in their life.

Have you ever been shown a product that solved a problem you didn’t even know you had, but suddenly you couldn’t live without it? That’s the result of insight.

The problems you solve don’t always have to be serious problems your customers are already struggling with. They can simply be an obstacle between where they are now and where they would like to be.

Step 3: Product

To unlock steps 3 and 4 of Bernadette Jiwa's Story Strategy Blueprint, click "keep reading" below. 

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Content Marketing
Marketing Books
Published on October 24, 2016

Recent Articles

Long Form vs. Short Form Content: Which Is Better For Your Business?
January 3, 2022 • 9 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
How To Write About Your Competitors on Your Business Blog or Website
December 27, 2021 • 12 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Outsourcing Is Broken: Why We Need To Rethink the Relationship Between Client and Agency
December 10, 2021 • 6 min read
22 Best Content Marketing Tools and Apps for 2022
December 4, 2021 • 14 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Who Should Be On Your Content Marketing Team? 5 Critical Positions
November 23, 2021 • 9 min read
What Is a Learning Center and Why Does My Website Need One?
November 22, 2021 • 6 min read
Content Managers: Use This Step-by-Step Guide to Create the Content Your Team Needs
October 15, 2021 • 10 min read
How to Organize Content on Your Website
October 5, 2021 • 6 min read
Inbound marketing success: Building a healthy content pipeline
September 10, 2021 • 7 min read
How to Write a Pillar Page (With Examples)
August 30, 2021 • 13 min read
The Best Sales Enablement Tools for Your Team in 2021
August 30, 2021 • 11 min read
Content Manager Job Description for Marketing Teams (All Industries)
August 24, 2021 • 9 min read
7 Content Marketing Mistakes You’re Probably Making [+Fixes]
August 20, 2021 • 9 min read
7 Content Marketing KPIs You Must Be Tracking In Your Strategy
August 18, 2021 • 12 min read
How much does marketing news really matter? (Content Lab, Ep. 56)
August 13, 2021 • 1 min read
How Inclusivity Can Supercharge Your They Ask, You Answer Content (Content Lab, Ep. 55 ft. Ramona Sukhraj)
July 29, 2021 • 1 min read
What It Takes to Dominate Organic Search, ft. Jeff Coyle of MarketMuse (Inbound Success, Ep. 205)
July 26, 2021 • 34 min read
Data: 'Funny' seniors imagery is not only demeaning, it's inaccurate
July 21, 2021 • 4 min read
How Can the StoryBrand Framework Be Used for Inbound Marketing?
July 21, 2021 • 6 min read
17 Best Content Marketing Platforms for 2021
July 19, 2021 • 9 min read
How to Create a YouTube Channel for Business (+ Examples)
July 16, 2021 • 7 min read
What the Heck is Going on With All the Google Updates? (Content Lab, Ep. 54)
July 15, 2021 • 1 min read