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Get Your Story Straight: How to Write an Irresistible Brand Story That Converts

Grab the popcorn, sit back, and watch your business take off when you use client-focused messaging.

Each of us is starring in our personal reality show, but most companies focus their marketing on what they offer. If your marketing focuses on your business and what it offers, it's a commercial, and there aren't many commercial enthusiasts in the world. To position your business as the ideal solution to their needs, develop a brand story that focuses on your customer's needs.

Why Brand Storytelling Matters

Brand stories force the brain to focus on the story. When done right, your marketing will be more compelling. And studies have shown that people remember facts 22 times more when presented in story form. Are you willing to give up the spotlight? If you do, your opportunities for success are endless.

My Brand Storytelling Journey

When I started my copywriting business, I aimed to develop a brand voice that established my authority and featured my services. Yet, once I discovered the concept of Brand Storytelling, I questioned my approach. I wanted to be in the show, not the commercials!

Putting the pieces together for my brand storytelling journey.

I began my quest to develop a new brand story. Once I finished, I incorporated my new client-focused approach. Then came the hard part— I revamped my entire marketing campaign and assets. Was it worth it? I outpaced my Q3 projections by early Q2 in 2022.

How To Become A Badass Brand Storyteller

Adapting your company's story to resonate with your reader will change the course of your business. Here is a method to help you discover yours:

1. Give Your Hero A Voice

Start by identifying your Hero and the main problem that your offer solves. Take it one step further and ask yourself what their underlying need is. And to get to the nitty-gritty, ask yourself why these two problems are plain wrong. Every great story needs a villain, and this is an excellent way to identify your reader's villain.

Take a Nespresso coffee machine. It's marketed as a luxury item. The villain of your Hero's story is coffee machines that make lousy coffee. Their external problem is that they want better-tasting coffee. Their internal problem is that they want their coffee machine to make them feel sophisticated. The philosophical problem? They shouldn't have to be a barista to make gourmet coffee at home. Your villain could be coffee makers that don't live up to the hype.

2. Empathize

Speak to their underlying needs to position yourself as a trusted guide. That will compel them to follow your message to the end.

3. Build Your Case

Making the case for why your solution is perfect for your prospect.

Help your reader visualize the success they'll experience with your company by identifying 3-5 examples. Now describe 2-5 failures that your solution helps them avoid. For example:


  • Better tasting coffee

  • They have a happier start to their day

  • No more disappointment with subpar coffee

  • They can make coffee better than Starbucks without leaving the house


  • Disappointment in quality

  • Doesn't give you the motivation you need in the morning

4. Lead The Way

Now that your future client is engaged lead them to your solution by including 3-4 clear and actionable steps. For example:

  • Visit our website and check out our latest flavors.

  • Use this 15% discount code to place your Nespresso order today

  • Enjoy free shipping when you spend $150

5. Wrap It Up In A Bow

With these insights, you can determine the overarching message you want to convey to your target audience. Thanks to the work you've done, you'll be highlighting your company as the solution to their problems- even ones they didn't know they had!

When you buy a Nespresso machine, you'll never be disappointed by your coffee again. Your mornings will start with Nespresso's frothy deliciousness, setting you up for a great day. And you'll have a variety of flavors to choose from. No more boring old coffee or coffee that leaves a bad taste in your mouth. You'll be making better coffee than that barista down the street.

Brand Storytelling For The Win

Reap the benefits of a people-centric messaging approach and win big.

Redirecting your company's story will lead to growth and better client relationships. You'll notice faster conversions and more activity in your sales funnel. Brand storytelling is how to reach the next chapter of your Success Story. Time to start writing!

If You Need Help Writing Your Brand Story

I offer a few options for help with your branding. I work with new businesses to develop their branding and marketing assets like lead magnets, blog content, and email sequences.

Sometimes a company's brand voice gets a little fuzzy over time. I offer the Branding Academy for Wayward Companies, in which we review all your marketing assets. I then make any changes needed to get you back on track.

And finally, for those on a budget, I offer a DIY package. It includes a templated guide, a Trello board to keep your branding organized, and several individual consultations to help you brainstorm.

Watch your sales soar when your messaging focuses on your prospect. Dunlavey Solutions can help!

Reach out if you'd like to save your time for more important things while dramatically increasing your revenue.

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