Solve Your Audience's Problems with This Storytelling Content Framework
Internet marketing in 12 words…
“Pick a profitable niche.
Create an irresistible offer.
Build a “proven acquisition funnel.”
One problem —
The main reason creatives start businesses doesn't factor into this formula:
And that’s to help people by doing what they’re passionate about.
When you’re building a business on passion in service of others it’s not as simple as one, two, three.
“I’m overthinking my expertise,” a reader emailed me last month.
“I’m not sure what problems I solve,” said another.
We start our businesses to help people, so why is it so hard to express how we actually help? Because it’s not as easy as listing out pain points.
It’s not as easy as sharing facts and hacks.
This week, I’m sharing a storytelling content framework to make problem-solving content as helpful as it is engaging.
Storytelling Content Prompts
Valuable content has a transformational element. It makes the reader feel something while you take them from point A to point B.
Most people don’t think of educational problem-solving content as “emotional.”
That is a missed opportunity.
People won’t remember what you say.
They’ll remember how you make them feel.
With problem-solving content we’re aiming to give readers an ‘aha!’ moment, make them think “I never thought of it that way,” or believe “I can use this!”
This storytelling framework works by highlighting that emotional transformation. It goes like this —
Surface Level Problem: What do they think is the problem?
Root Cause: What is actually the problem?
AHA Moment: How did you figure out that root cause?
Solution: Once you figured out the real problem, how did you apply it?
CTA/ Drop the Mic Moment/ Insightful Lesson: The takeaway.
Hold this in the back of your mind as we dive into how to answer these prompts in the process below.
Voice Your Expertise With Storytelling Content
1. Observe & Reflect
We start with surface level problems or relatable moments so people see themselves in your content. The easiest way to do this is by observation.
Think about yourself two years, two months, two weeks ago.
What annoyed you?
What wasn’t working?
What were you forcing?
What were you reading?
What stories did you tell yourself that blocked you from progress?
Here’s an example observation from a wellness coach I work with.
She noticed: “I wanted to take better care of myself but I don’t have time."
2. Go Deeper
The obvious solution to the observed problem is “make time for self care.”
But — that's more fortune cookie wisdom than problem solving expertise.
We need to go a level deeper to develop an insight worth reading.
An insight is a root cause or greater truth about a surface-level problem.
“We can’t make more time but we can infuse self-care into everyday life."
If you're wondering “how?” the insight did it's job to spark curiosity.
Curiosity gets people to care about what's next — your solution.
3. Connect the Dots
Next we answer the question, “how does this work in real life?”
One of my clients says it’s only a good idea if it can be applied.
This is especially true in problem solving content. Examples make it real.
In this case, we could say celebrating small wins is self-care.
But you don’t need to eat cake to get the benefits. Reflect on three things that make you happy, proud, or peaceful before you sleep to build your confidence daily.
The example shows how to make more time for self-care without saying it.
When you give people wins they'll associate you with winning feelings.
4. Drop the Mic
The last step in this storytelling framework ties all together with a memorable or actionable takeaway. Think —
"Even on the longest days there is time to support yourself."
You could end it right there and have a homerun problem-solving story.
Or end with a call to action.
“Sign up for my newsletter for practical self-care tips you can fit in no matter how busy your lifestyle is."
Or, “Download my free guide for five more ways to care for yourself in less time.”
Warning: Observing, reflecting, and connecting might make you feel a little stuck at first.
A learning curve unveils itself when you're piecing the puzzle together to solve big problems practically.
People get anxious when it doesn’t come together right away. But it's normal.
Walk away. Think about something else.
There is a reason we get the best ideas in the shower!
When our brains are at ease the ‘aha’ moments seem to come like a download from the universe.
Happy Storytelling!
Cyndi
STORYCRAFT PROMPTS
These storytelling prompts were originally published in the StoryCraft Newsletter, where I share two-minutes stories of doing life and business better with actionable tips to tell your stories every week-ish. Sign up for the StoryCraft Newsletter.
