Letter # 1: Steal this proven 3-step storytelling framework

Pros like Steve Jobs have used this formula to engage their audience.

Hello hello 👋

Welcome to the first issue. Beyond thrilled to have you here!

I’ve been chewing at the back of my pencil — thinking what to write and how to write it #FirstEmailJitters

Three drafts and a handful of balled-up sticky notes later though, I know what we’ll talk about today: storytelling. ✨

Considering stories have the power to convince and convert, imagine what good ones can do for the content you create. Better connection with your readers. More trust. And, ultimately, an increase in conversions. 🙌

So how do you go about telling stories? Easy. You steal Peter Guber’s 3-step storytelling formula.

Peter’s the chairman and CEO of Mandalay Entertainment Group.

His formula: 

  1. Hook them in. Start with a question or an unexpected challenge.

  2. Tug at their emotions. Share the struggle or weave a narrative around your solution can help them. 

  3. Close with a call to action to get your audience to act.

With these three steps (hook → engage → CTA), your aim should be simple: transport readers from ‘what is’ to ‘what could be.’

Example: The 4-min story that Steve Jobs shared when introducing the iPhone back in 2007.

Read full transcript

Heads-up though: good storytelling is never easy. The following tips will help: 

Plan, plot, and rewrite

Good stories are succinct. They get straight to the point. All this brevity comes from lots of brainstorming and rewriting. 

Don’t lose the direction of the story

Going in different directions can certainly help explore various story angles. But deviate too much and you’ve the recipe for a flop story. Stay focused by writing down the core message at the top of your page so it’s front and center. 

Make sure the story is relevant to your audience 

To write stories that connect, ensure your content is audience-relevant so they can better relate to it. This requires knowing your audience well. 

On this note, let’s end this email. Next week: I’ve got an expert interview on how to know your audience better so you can write better stories.

I’ll leave you with a simple question: what are some of the best stories you’ve read? Hit reply and tell me — I’m all ears.