95% of successful storytelling boils down to 7 key elements:

1. A character
2. Their problem
3. Your guide
4. Your plan
5. The call to action
6. Helping them avoid failure and
7. Achieve success

Here's how to craft each element of your story:

1. A character:

• Choose your target customer • Identify what they want • Make this the centre of your story

Example: Nike chose underrepresented girls who want to play tennis as the character of this ad:

2. The problem:

• What problems does your customer face in getting what they want? • Address these problems directly.

Example: Apple identified privacy as the core problem for their hero in this ad:

3. Your guide:

• Position yourself as the solution. • Demonstrate yourself as a credible solution.

Example: This Nike ad positions their shoe right next to a winning athlete:

4. Your plan:

• Tell your hero how you're going to solve their problem.

Example: Apple creates amazing visual guides for their products:

5. The call to action:

• Once you've demonstrated your value, urge the hero to take action. • Great calls to action are clear and compelling.

Example: Nike probably has the most compelling call to action in the history of advertising - Just Do It:

6. Avoiding failure:

• You've already identified the hero's pain point - the problem. • Now show them how you're going to help them avoid the pain of failure.

Example: In this ad apple shows you how you can make your life less complicated by switching to iPhone:

7. Achieving success:

• Show the hero what success looks like at the end of their journey with you.

Example: Instead of listing specs and features, this iPhone ad nails it by simply showing you what success looks like - a beautiful picture.

Now go tell some amazing stories 🙌🏼

The source for most of this thread:

Building a StoryBrand by Donald Miller.

If you found this thread useful, I strongly encourage you to buy and read the book.