Storytelling captures attention and builds emotional connections. The story may hook viewers, and deepens their feeling for the brand. In marketing there’s usually a second act: you turn that emotional pull into a next step – click, call, subscribe, download, sign up, buy. You want your audience to feel the problem, see the solution in motion and then do something. By walking through the pain, you make the need obvious. When the hero overcomes the hurdle, the fix should feel real. End with a simple next step – “Get started,” “Learn more,” “Shop now”. The moment of “I need that” is the pivot from watching to doing.
| Storytelling Element | Description | Storytelling template/ messaging formula/prompt |
|---|---|---|
| 1. Audience Who you’re talking to. | Ensures the story resonates with the target group, aligning with their: demographics, interests pain points. | A company selling * products targets *(value) *(demographic) by telling the story of a *(demographic person) finding *(value) solutions for *(end buyer). |
| 2. HOOK How you grab attention fast. | Captivates attention from the beginning and encourages further engagement. | A blog post for a * service starts with, “Imagine waking up one day and realising you’re “RESULT”” – drawing readers in to learn more. |
| 3. CHARACTERS People in the story. | Creates relatability and makes the story more personal. | A *industry brand features *NAME of a person *with attributes of success who finds a *VALUE PROP app” making her journey relatable to others. |
| 4. TENSION The problem or obstacle. | Builds anticipation and maintains interest by depicting challenges or conflicts. | A marketing video for a * tool shows a PICTURE of *PLACE with *ATTRIBUTES OF A PROBLEM, highlighting the problem before presenting the solution. |
| 5. Visuals Images or design that support the story. | Enhances storytelling with dynamic content that’s easier to digest and remember. | An infographic that shows the journey of a ELEMENT OF PRODUCT from FIRST POINT to END DESTINATION makes a post on TOPIC more engaging and tangible. |
| 6. Emotion What people feel. | Creates a memorable, shareable experience and connects with the audience on a deeper level. | An organisation shares a video of a TYPE OF PERSON benefiting from a SERVICE, encouraging emotional connection and support. |
| 7. Evidence Proof to believe the story. | Adds credibility with data, testimonials or real-world examples. | A brand shares a story of a customer overcoming severe TYPE OF PROBLEM with before-and-after photos and SPECIALIST testimonials. |
| 8. Simplicity Cut the fluff. One idea per story. | Keeps the story clear and easy to understand, avoiding complex details. | A tech company showcases PERSON NAME, a DEMOGRAPHIC GROUP who uses their new PRODUCT to manage ACTIVITY 1, ACTIVITY 2 and ACTIVITY 3 seamlessly. |
Table of Contents
Audience in Storytelling
- Every good story needs a hero:
– someone (or something) at the center,
– the person the camera (and the audience’s eyes) can
– stay on from start to finish. - You can’t just pull any face out of a hat and call it the hero.
- The lead figure has to tick a few boxes. The character should:
1) not feels fake – no stock‑photo vibes
2) has something to lose (money, time, reputation, whatever hurts)
3) has perfect demographic match (age, job, daily headaches – a “junior dev,” not a vague “tech worker”).
4) has exact voice (slang, jargon, level of formality)
5) go though on‑screen transformation (change on screen, visible “before and after”) - Don’t assume. Check sales data, surveys, or customer calls before you pick the hero.
Hook in Storytelling
- hook is the “pattern‑interrupt” that makes the stop scrolling, and think “wait – tell me more”. It promises payoff (a benefit, twist, or juicy gap in knowledge) in exchange for a few more seconds of attention.
- In the first 1‑2 seconds your reader/viewer decides whether to run or stay.
- Platforms reward content that holds attention. A sharp hook → ↑ retention → ↑ reach.
- A clear, vivid (produces powerful feelings or strong images in the mind) opening makes the rest of your message easier to remember and retell.
Three common formats
| Format | Where you’ll see it | What success looks like |
|---|---|---|
| Text hook | Headlines, tweets, LinkedIn posts, blog intros | Scroll stops, high dwell time |
| Video hook | First 3 s of Reels/Shorts/TikToks, webinar intros | Watches past 30 s, reduced drop‑off |
| Email hook | Subject line + first sentence | Open rate, read‑through, replies |
Proven hook variants
- Bold claim – “This $29 hack just added $8,410 to my SaaS MRR.”
- Surprising stat – “Only 4 % of résumés survive this 6‑second test.”
- Unfinished thought / open loop – “I was about to quit copywriting forever… then this happened.”
- Provocative question – “What if your morning coffee could pay your rent?”
- Vivid scene – “Picture this: your alarm goes off and your inbox already earned you €500.”
Core elements of any killer hook
| Element | Quick cheat‑code |
|---|---|
| Relevance | Speak straight to a desire/pain: “Ever wish you could…” |
| Contrast | Before vs. after snapshot: “Imagine waking up to…” |
| Specificity | Concrete numbers, sensory detail, or niche references |
| Brevity | 5‑12 words for text; < 3 s for video openings |
| Curiosity gap | Tease the payoff but withhold the “how” |
Craft‑it‑fast template
- Identify one burning desire/pain your audience has.
- Choose a variant (stat, question, bold claim, etc.).
- Add a concrete detail (number, timeframe, vivid image).
- Cut every extra word until only the cliffhanger remains.
Example:
Desire: grow newsletter → Variant: stat → Detail: timeframe
Hook: “In 7 days I doubled my subscribers with one 2‑sentence email.”
Next moves
- Swipe & tweak: Keep a personal “hook file” of lines that grabbed you; adapt them.
- A/B everything: Subject lines, intros, thumbnails—small wording shifts = big retention spikes.
- Stack hooks: In longer content (podcasts, sales pages) drop mini‑hooks at each section break to keep momentum.
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