Retail Rules of the Road: “Until you convince me “why” I should buy what you’re peddling it really doesn’t matter what it is, how much it costs or even if it’s on sale.”

Whether a fairy tale you share with a grandchild, a top grossing film, that postcard copy or radio script you’re struggling to complete, there are five critical steps to successful storytelling
(also known as successful marketing) that works for each:

1. Characters

2. Setting

3. Need

4. Resolution

5. Closure

Let’s look at each one as they relate to writing great ad stories…

Characters – You have a choice… make the main character of your message your company,
your product or your customer. Which one do you think matters most?

Setting – If you want a potential buyer to picture how the product would play an important role in their life, help them picture themselves actually experiencing the product.

Need – Why would a person consider purchasing what you want them to buy? Is there a problem they’re trying to solve… something they may be missing in life… things they may not even be considering? Don’t tell people you have things for sale until you have identified their need.

Resolution – This is your time to remind people that you’re the place where conflicts end… solutions are provided… worry stops and enjoyment begins. That’s why you’re in business.
Not to sell products but to enhance people’s lives. Product sales are guaranteed to follow.

Closure – For our “ad story” closure can be a promise, assurance or establishment of confidence.
This doesn’t mean “The End” but a stopping point for the current theme before proclaiming… “To be continued”.

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Download the Tools as PDFs

Click below to download Story Steps© Tools as PDF files. Once opened, hit Ctrl+P on your keyboard, or go to print in your web browser to print the documents.

Story Steps Tools

Story Steps Outline

Story Steps Persona Profile Worksheet

The Garden Center Story Screenplay