The three elements of every good story


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What story are you telling your customers?

A couple weeks ago Ardath Albee shared the three components of any good story (including the story you’re telling your customers and prospects). That story needs:

  • A Hero (that’s your customer)
  • A Villain (that’s the problem or pain they’re addressing)
  • A Mentor (that’s you)

These elements have been core components of effective storytelling for centuries. So tell me:

  • Are you making clear that your customer or prospect is the hero?
  • Have you clearly articulated who or what is the villain? Does your customer or prospect see that villain as well?
  • Does your customer or prospect trust you as their mentor to vanquish the villain?

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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