Is This The Greatest Ever Example of Storytelling...?

Now this is a story all about how...

Don't feel guilty about finishing that line - I know you all did it!

So what does the 'Fresh Prince of Belair' have to do with Storytelling?

Let's have a look...

I'd like to take a minute, just sit right there...

Sorry - I'll stop doing that now.

By the end of the Fresh Prince title credits, not only are we all singing along to the theme music, but we know exactly what the show is about.

We're engaged in the story & interacting with the music from the 1st beat.

So where am I going with this...?

Ironically, the importance of getting straight to the point.

Does your target audience know exactly what you do in your "title credits" or introduction?

In Storytelling, Every Second Counts

Will Smith reminds us of the story before every episode of the Fresh Prince & you should do the same with every piece of copy.

That doesn't mean starting everything with an 'About Us' (or a rap for that matter), but your audience needs to know what you're about as soon as they start reading.

You don't get a minute-long opening sequence (although thanks to Netflix, neither does the Fresh Prince!).

You've got seconds to get them hooked with your tagline or catchy headline.

If you don't, they've moved on.

Understanding why you do what you do is so important (see my blog 'Start with Why'). Cos if you don't know, your audience has no chance.

It's all about getting your purpose across to your target audience, simply, clearly & quickly.

They have to know what you do, realise why you're the solution to their ultimate problem & understand what they need to do to get your help now.

All in a couple of seconds.

If you can do this in a way that's interactive, you've struck gold my friend.

Maybe more on that in a future blog...

Action - TRY THIS NOW...

Here's an exercise you can try straight away to kick start the story of your business.

The excellent Alex Cattoni uses the 'Hook, Line & Stinger' technique in her Copy Posse course - 'Look Legit Website Toolkit' (highly recommended & very affordable way to tidy up your website!)

1. Look at the banner on your homepage

2. Hook - What's the key pain point you solve for your customer? What's the main benefit, result or emotion they achieve from using your service? Write it down.

3. Line - Essentially a sub-heading that clearly communicates your brand/business USP. What makes you different from all the others in your field? Write that down too.

4. Stinger - This is the immediate call to action. What do you want your customer to do once they know who you are? Book a call? Sign up to an introductory offer? Ideally this should be a button - what will it say?

That's it! The opening to your story & banner for your homepage.

It'll take a few goes & you can check out some other examples - Copy Posse is obviously a good place to start.

If you need help working through your brand voice - GET IN TOUCH & let's sort it out together!

Thanks for reading,

Chris

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