How to craft your 40-word story

In order to stand out, you need to get good at telling stories. Stories that matter. Stories that connect with your audience.

But most business owners are not sure how to do that and think sharing their values or their mission statement is telling their story.

Unfortunately, whilst those things can be super helpful inside your company, they rarely mean much to your target market.

So, how do you craft a story that is short, concise and communicates the big why behind your business, in a way that resonates with your ideal client?

Well, you could use a framework one of my copywriting mentors, Kevin Rogers, has come up with for doing just that!

In fact, his simple exercise helps you to:

  • Get clear on your purpose
  • Become more interesting to your prospects
  • Talk about an experience your ideal clients can relate to

So, here it is …

Simply take a few minutes to think about:

  • The problem you solve for your customer
  • The frustrating experience that led you to create your product or service, to solve that problem

Then, fill out this simple fill-in-the-blank statement:

My name is …
I love ….
But was fed up with …
So, I created …
That …

In less than 40 words, you can clearly, concisely and passionately explain what you sell and why you sell it.

Don’t believe me? Here’s a couple of great examples that Kevin uses:

My name is Steve. I love computers but was fed up with the snail’s pace of commercial technology. So, I created a user-friendly computer that processes information faster than anything else out there today.

My name is Richard, I love to travel but was fed up with lousy, expensive and unreliable airline travel. So, I created an airline with competitive fares that arrives on time and treats every passenger with first class service.

So, now you have a simple template to get your 40-word story crafted.

I look forward to seeing what you come up with.