7 Questions to Perfect Your Story

From Idea to Impact

So you have an idea for a story. It might be for a simple social media post or an elaborate brand campaign. But before you start writing, pause. A great story isn’t just told; it’s designed. The right questions can transform a good idea into an unforgettable narrative that resonates with your audience and achieves your goals.

This one-page guide outlines the 7 essential questions to ask yourself before you begin creating. And once your story is complete, you can use these same questions as a checklist to ensure it’s authentic, impactful, and ready to share with the world.

The 7 Key Questions for a Compelling Story

A powerful story doesn’t happen by accident. It’s a strategic tool. As you develop your narrative, ask yourself these critical questions:

1. Who is this story for? Identify your audience. A story about a new product for tech enthusiasts is very different from one for new parents. Know who you’re talking to and tailor your message directly to their needs, interests, and pain points.
2. What do you want this story to achieve? Define your goal. Do you want to build brand awareness, drive sales, or inspire a specific action? A clear objective will guide every creative choice you make.
3. What’s the core message? Distill your story down to its single, most important takeaway. Everything in your narrative—from the characters to the tone of voice—should support this central idea.
4. What is the call to action? What do you want your audience to do after they hear your story? Whether it’s to visit your website, sign up for a newsletter, or share the story, make the next step clear.
5. How is this story unique? Your story needs to stand out. Look at what your competitors are doing and find a gap. How can you innovate and tell a story that no one else is?
6. Does this story feel authentic? An inauthentic story will quickly fall flat. Does your story align with your brand’s values, mission, and people? Use real experiences and genuine emotions to create a narrative your audience can trust.
7. How will you manage this story? A story’s life doesn’t end when you publish it. Think about the finer details: the tone, visuals, and characters. Ensure they consistently align with your overall strategy, especially on social media, where a poorly managed story can backfire.

Common Stories Companies Tell

• Company stories: Share your origins, values, and vision. This is your “who we are” narrative.
• Product stories: Focus on how your products or services fulfill a specific need, using real-life examples from people who use them.
• People stories: Highlight the people behind your brand and what makes your team unique.
• Ally stories: Partner with other organizations or ideas that align with your brand to create a shared narrative.

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