How to Motivate Your Audience with the

Power of Storytelling

Chapter 4: Which Story is Most

Effective for Your Market?

"If a story is not about the hearer he [or she] will not listen . . . A great lasting story is about everyone or it will not last. The strange and foreign is not interesting--only the deeply personal and familiar."

― John Steinbeck, East of Eden

Target Audience

Who is your target audience?

What are their values?

Cheerios TV Commercial, 'Good for Your Heart'

Baby Dove | New Baby Skin Care | Rite of Passage

Ask your customers…

Why did they buy from you?

Why were they looking for a product like

yours

What questions did they ask

along the way?

What are your brand’s key emotions?

Ask your audience what they’re interested in

Ways to get story

ideas

Follow the news

Look at your most popular

content

Check out your

competition

Follow your audience

online

Tell true stories

The best stories are authentic

Tell stories about real events, people and situations

Get your customers to create stories for you

Questions?

What do you hear from your customers?

What are your brand’s emotions?

What is your audience interested in?

What sources do you have for story ideas?

Jot down some story ideas

Exercise

Share

Coming up in Chapter 5How to Create a Story that Engages Your Customers