The Final Step: Writing The Story That Tells Your Story

“We are, as a species, addicted to a story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.” – author Jonathan Gotschall As we’ve explored in our previous posts on storytelling, a persuasive yarn in any medium can sell your company, brand, product or service better than just about any other sales tactic. We’ve discussed how to pick the right story, then where to focus your research. Now that you’ve gathered all the relevant information and have the details to hand, what do you do with it all? In short, what’s the best way to tell the story? Here’s the key: structure. Once you’ve got the bare bones of your story down – (translate: the outline) – filling in the gaps will be far easier. In fact, get that outline right, and you’ll find the story will tell itself. This will help: Incorporate the classic story format known “the hero’s journey.” (We know this

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