7 simple steps to transform your marketing

Nearly every story you come across (films, TV, novels, short stories) follows a basic structure. This is because it works with audiences.

This week, I’m reading Donald Miller’s Building a Story Brand and learning that we can use this exact same story structure with our marketing messages—and it will work with our audiences too.

You’re a good marketer, but there’s a lot of noise out there. Wouldn’t it be great to use a single method to clarify your messaging so it hits the mark every single time?

If you put any offer through these seven storytelling steps, you will become crystal-clear on your messaging, and so will your audience.

Then you can write everything with confidence, from social posts and emails, to copy on your website.

The 7-step structure is:

Step 1 – A character

Step 2 – Has a problem

Step 3 – And meets a guide

Step 4 – Who gives them a plan

Step 5 – And calls them to action

Step 6 – That helps them avoid failure

Step 7 – And ends in a success

Eh? Let me break it down…

Step 1. A character

Every great story starts with a hero. The hero is never you/your org. 

The hero is the audience you’re trying to engage with.

Your job is to understand who your hero is, what they want and what challenges they face. 

When you position your audience as the hero, you shift your messaging away from what you do to how you can help your audience achieve what they want.

Create a detailed profile of your target audience. Identify their main goals and the obstacles they face. Use this profile to guide future messaging.

Step 2. Has a problem

Heroes need a villain to fight. 

The problem your hero faces is the villain.

Your hero has three types of problem:

1. External (a tangible obstacle)

2. Internal (a fear or frustration)

3. Philosophical (a broader question of right vs. wrong)

You must address all three. (Examples at the end of this post.)

Don’t make them up, ham them up or make it personal. There are plenty of real villains out there, no need to invent any.

Identify the three types of problems your audience faces. Use these insights in your copy to connect emotionally with your audience and highlight the stakes.

Step 3 – And meets a guide

No hero is looking for another hero. While the audience you identified is the hero, your role is the guide. 

You/your org is the trusted advisor who has the knowledge, resources and/or tools to support the hero along their path. 

Guides need to have both empathy and authority.

Empathy shows you understand the hero's struggles, while authority proves that you have the expertise to help. 

Use phrases like “We understand how frustrating it can be...” alongside evidence of your expertise (past successes, testimonials and credentials).

Step 4 – Who gives them a plan

Without a plan to defeat the villain, the hero will flounder.

This plan should be simple and clear, giving the hero confidence that following these steps will lead to success.

Miss this out and your audience will become distracted, confused or indifferent. 

All the bad things.

A good plan typically includes three clear, actionable steps. (Again, examples at the end.)

Develop a straightforward, step-by-step plan that shows how your audience can engage with your products or services to achieve their goals.

Step 5 – And calls them to action

Every story needs a moment when the hero must take action. In marketing, this is your call to action (CTA). 

Your CTA should be clear, direct, and repeated throughout your messaging. Examples include “Book a call,” “Download our guide,” or “Join our newsletter.”

Be specific about what action you want your audience to take and what benefit they will receive. 

Review your CTAs to ensure they are clear and compelling. Place them prominently on your website and in your content.

Step 6 – That helps them avoid failure

To motivate action, you need to show what’s at stake. What happens if the hero doesn’t take action? 

Note: Highlighting the negative consequences of inaction can be a powerful motivator, but let’s be clear: no fear-mongering. That’s for the marketers who don’t know any better (and won’t see results).

Clearly articulate the potential negative outcomes of not engaging with your product or services. Balance this by reinforcing the positive outcomes of taking action.

Step 7 – And ends in a success

Paint a picture of success. Show what life looks like after the hero overcomes their challenges.

Use testimonials, case studies, and before-and-after scenarios to make this future tangible and tantalising. The right images will help support your copy.

Collect and share success stories that illustrate the transformation your product or services bring. Use vivid language and concrete examples to bring these stories to life.

Putting it all together—an example

To see how this works in practice, let’s look at an example. 

Imagine you're working for a local charity that supports people with learning disabilities. You need to increase donations so you can continue to fund community activities.

Here’s what the messaging might look like:

Not a bad effort for a few mins work.

Try the method for yourself, see if it works, and let me know how you get on.

PS: If you want more on this topic, let me know by voting in the poll below. 👇️