Storytelling checklist

What’s your audience getting out of your content?

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When telling stories, brands aim for the mass audience. In their narrative strategy, they also consider mostly what they want to say and how. Motivations and goals of the audience (what the audience wants to get out of the story) are often hidden behind its demographics.

Audience motivations and goals are critical when defining a story’s unique selling proposition. Seemingly homogenous audience often has different goals when engaging with content, and often different motivations for doing so (some are looking to learn, others to be entertained, yet others to have material that powers their social connection with others).

Here is the approach that ensures that the same story addresses multiple motivational scenarios. To access it, please select one of the paid options below.