What is the shortest distance between two people?

That’s right . . . a story.

Before you say, “Okay got it, moving on to the good stuff . . .” I want to warn you. This is where most people trip up.

They think they know how to tell a good story. But they don’t.

Let me rephrase . . .

You think you know how to tell a good story . . . but you probably don’t.

How could I possibly say such a demeaning thing?

Here is how:

  1. My undergrad is in English Literature with a minor in Mathematics. That is right. I read stories for four years straight in University. I know a good story.
  2. Even thought I knew a good story—I didn’t know how to write a good story. I was writing narratives.
  3. I’ve read a TON of marketing email and web copy. . . ZZzzzZZZzzZZZz

I have been in the exact position that you are. Let me tell you a story . . .

Years ago I was attending a conference in Denver, Colorado.

There were tables from different competitors stacked with flyers, panphets, ads, and literature. Dozens.

  • They all looked the same.
  • They all had the same format.
  • They were all boring.

Want to know the worst part of all this material?

They all looked like mine. They all differentiated themselves–just like mine.

Sheer terror struck me.

My fingertips turned numb. My skin—clammy. I fought through the nausea and tried not to blackout.

After I gained my composure I came to the conclusion that if I was going to standout—not even stand out from the 62 other flyers, but standout enough for someone to care enough to pick up and actually read my material I had to do something different.

I started searching. Researching. Reading. Studying. Talking to people. After months of searching I made a discovery. I was doing it all wrong.

I realized I had to become vulnerable. I had to show my weakness.

But what if people read about our vulnerabilities and we lost them as a client because they saw that we were humans instead of the super heroes they wanted our brand to be?

Would people judge us for our struggle?

Should I just stay safe and do what everyone else is doing? If it ain’t broke why fix it? Right?

Coming to my senses, I said to myself, “But the system is broken. Our copy is broken. I need to fix it.”

I took the plunge. And shared a story . . . a real story with real struggles, but with a real solution and real hope.

We sent the story . . . and went to sleep with nervous anticipation.

Over the next few days, email came flooding in . . .

  • Clients thanked us for sharing. People opened up and shared their own struggles.
  • Some apologized for not being better clients.
  • Many thanked us and said they couldn’t wait to get more of our material.

As I began to understand the power of story, the power of a real story, not a narrative.

We began to understand how to communicate to those around us listening in a way that would draw them in with intrigue leaving them encouraged to face another day in the cruel world.

I bet you are wondering if you too can learn to tell a real story, a story that resonates with your audience.

You can. In fact the blueprint for telling a good story is quiet simple and easy to learn.

If you remember from 10th Grade English, good stories follow specific story plots. The greatest story plot, pervading society since the beginning of time, is known as the Hero’s Journey.

The Hero’s Journey had been talked about since the time of Plato and Aristotle. You can buy thick 600 page books diving into the different nuances of the Hero’s Journey and plots and subplot. But unless you are planning on writing the next great American Novel, or become a screenwriter, the following synopsis will due.

  • There is a hero (a character—likely to be you or someone you helped). They live in an ordinary world.
  • The Hero has a problem, and receive a call to adventure.
  • The Hero resists the call, due to fear, danger, or uncertainty.
  • The Hero meets a Guide (A wise sage, or yourself if you aren’t the hero).
  • This Guide helps to push them past the point of no return.
  • The Hero struggles and goes through trials, challenges, and on the brink of death.
  • Overcomes, resurrects, and returns back to the “Normal World” forever changed with the “elixir of life”.

Note: Without a conflict there is no story.

Now that you know what story is . . . It is time to attune your story to your Target Audience.