How do you tell a great story? One in which your audience can see themselves. One that evokes emotion in your readers. One that people will not just remember, but share. One that inspires your ideal customer to return to you again and again.
Storytelling is an essential health marketing tool. Didn’t sign up to win a Pulitzer in literature? Fret not. Employee these 5 storytelling elements in your health brand’s story:
1. You need a hero. That’s one individual who, either by choice or circumstance, is launched onto a journey. The hero is the main character and starts off your story not as a hero but often as just an average person, one your audience can maybe identify with or maybe not. Harry Potter, Luke Skywalker, Snow White.
2. Your hero has a goal or an object of desire which he/she is after. This can be something tangible or intangible. The goal can be realized in the beginning of the story, or evolve. The hero may think he/she wants one thing only to discover that, really, they actually want something else. Destroy the evil queen, reunite with a loved one, find the treasure.
3. Your hero comes up against someone or something ( a problem) that gets in the way of the goal. There must be something to overcome in a story. These can be inner or outer conflicts, even both. An illness, a trick, a hurdle. It’s the cause of all that follows.
4. There must be risk. The hero must risk something dear to him/her in the pursuit of the goal. Risk his life. Lose a loved-one. Destroy how he/she is viewed or identified.
5. There must be change. The hero needs to face and make a mighty decision, one that requires a major change in his internal self, one that is irreversible, one that holds profound meaning. This is what engages the heart and soul of the story’s audience. The hero makes the decision to fight the dragon to save his friends instead of fleeing. The hero decides to go against his community in order to protect the rights of the indigent. This happens in a the climax of the story and can be further illustrated after the climax through a resolution that follows.
What are the stories you’ve told in your health communications? Share them with us.