Who’s the villain in your story?

All good stories have a villain, right?

The Evil Stepmother. The Wicked Witch of the West. The Child Catcher. The Joker. Darth Vader. Voldemort.


Because for a story to be truly compelling, there has to be conflict. A dragon to fight. A demon to slay. Something stopping the hero from accomplishing their quest.

So, what’s the conflict in your brand story?

It’s whatever your ideal client is grappling with. It’s whatever’s in their way, stopping them from getting where they want to get to and achieving what they want to achieve.

There’ll be external conflicts to deal with. Unhealthy food. A disruptive team member. A website that isn’t generating leads.

And there’ll be internal conflicts. A limiting belief that they’re not good enough. A fear that they might not have what it takes. Or a feeling of complete and utter overwhelm.

Whatever it is, you need to know it and understand it. Because then you can show your customer how you get it and how you can help them overcome it.

So, what’s stopping your customer being, doing and having what they want in their business and their life?

Understand that and your story’s got its villain.



Want to discover how to write compelling content and copy, that really connects with your dream client? Book yourself onto my next one-hour online training on the seven steps to crafting a killer brand story for your business here.

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