14. Three Essential Elements of Business Storytelling.

If you are starting to create content online or you want to monitor what you've been putting out to be sure that they're qualitative enough, 

You must tell stories. 

Stories are the lifeblood of content writing online.

Most people listen and can put themselves within the stories you tell in order to pass across a message to them. It is important therefore to learn to tell stories and improve on the art. 

According to one of the instructors, Content Marketing is a the art of Business Storytelling and every great story has the following elements. 

Characters
Conflicts 
Resolution. 

Your storytelling should possess these elements to make your message more profound. 

First things first, your "characters" are really your audience. Starting from your headline on a piece of content down to the body and even the CTA, your characters must be represented throughout the entire copy. 

A typical example of representing your character in your copy is writing in their language. Write with them in mind. Make your story about your audience. What is their pain point? What are their demographic? How would they speak about their problems? Which words would they use? 

These are things you have to consider. 

A great way to make sure you are representing your audience is using the "you" lingo. Check through every great blog post or email. It's easy to see how the writer represents their audience by addressing them with the word you. 

Your content is never about you. It's about your audience. 

When you write, remember to write to one person. This is where the power of "You" comes into play. It captures the Character element perfectly. 

Next, the "Conflict" is how you express the problems currently being encountered by your audience. This can also be denoted clearly in your headline and the beginning of your hook as well as the body of your content. 

The way you introduce the Conflict element in your story should reflect the way your audience feels about that particular matter. Which is exactly why you should study your audience carefully. 

What does she do?
Where does she spend her best or worst times?
What keeps her up at night?
Does she have children? Is she a new mother?

You should have so much detail about your audience so that when you write, you hit her right where it hurts, where she can't ignore you. 

Last but not the least, let your audience/character know the resolution to the conflict they have encountered in their personal life, which you're addressing. It could be a personal problem or the inadequate use of a product. 

Present a great way for your audience/character, after having explained the conflict to them to show that you are familiar with the issue, to be able to get an immediate resolution
 
Your Resolution may sometimes even be in your headline. However, in your business storytelling, it is important to follow this proven framework. 

It always works. 

I hope you've learned something new today, just like I did. Having a framework for doing certain things is a great advantage. Go kill it in your content marketing. 

Take care, bestie. 


- Vivian. 

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