The right story will bring 'em in, compel them to accept your offering, share with their friends, and keep them coming back for more, right?
What's needed for the right story? And what makes it right?
Audience. If you were writing a story to address young girls, you likely wouldn't write it about fire trucks, would you? No, it would be princesses and ponies for them! Same in business. A friend's tagline spoke to the knowledgeable technician, but the opening line of his copy was insulting to that technician with a over-simplified explanation. Know your audience and stay true.
Fulfill the purpose. Either the audience is reading your content for a reason, or you are leading them into reading content for a reason, or both. Just make sure to use the "rule of you" where the word count of "you" or "your" (directly or implied) is higher than the count of "I" "we" and "our." And do your best to anticipate what they are looking for in a unique way.
Creativity. Some of you say you have none of this. But I think you would be surprised if you apply yourself. Take a look at some ads in another industry, and see if there's a creative way to apply concepts to your industry. (Except some worn out ones that follow "Got Milk?" - that is so over.) Mash up the story of your logo with some how to's, or combine business predictions into your message. Creative ideas can be launched by seeing other ideas in action.
The story told for the audience, with the audience's purpose in mind, in a creative and compelling way is the right story. Happy Storytelling!
Dori "Story" Gilbert is Chief Storycologist; passionate about professionals, their journey, and their ability to direct a career story they love.