Why storytelling matters

• one of the most important skills of a designer
• storytelling is how you get a group of people make a leap of faith to do something new which is what all big choices we make ultimately boil down to - believing in a story that if X is done, Y happens (Fadell)
• get inspired by movies, literature etc – they are great at storytelling
• evocation over information
  • the message has to make you feel something

Story structure

• beginning
  • set expectations
• Telling a compelling story is formed of three resources
  • Situation
    • starting point
  • Inciting accident
  • Solution
    • resolution (hopefully involving those for whom I tell the story)
• at the end
  • give something to take away
  • sum up expectations, what was delivered and how it matches those expectations
• different arcs
  • https://prezlab.com/what-narrative-arc-best-suits-your-presentation/
  • https://www.ideou.com/blogs/inspiration/how-to-choose-a-story-arc-for-your-presentation

The product story

• every product should have a story that explains why it exists and how it solves customer's problem (Fadell)
• a good product story has three elements: focuses on people's rational and emotional sides; it translates complicated concepts into simple ones; it reminds people of the problem being solved by focusing on the why (Fadell)
• a good story is an act of empathy - it recognizes the needs of its audience (Fadell)
• the ultimate job of marketing is to find the very best way to tell the true story of your product (Fadell)

Writing the copy

• When coming up with copywriting or storytelling
  • put yourself into the shoes of your audience and ask yourself - does it sound useful or bullshit? what the heck this thing do?
  • how would you refer your friend about the product you just found out? would it "unleash your full potential" or you'd just say "dopest to-do-list because of X..."

Headlines & hooks

• every headline is a positioning
• A headline is a hook and should work as a hook
  • ideally expressed with brevity and clarity – 3 or 4 words
• quick stories are easy to remember & repeat (Fadell)
• analogies give customers superpowers e.g. 1000 songs in your pocket is easy to grasp and then to share with others (Fadell)

Headline structure

- show me the problem and then solve it
- look at how it looks on tiktok
- Solution pitch structure
- 1] first communicate that I understand you and your problem
- 2] to get your attention remind you of the problem
- 3] present you with a solution
- that's what helps to structure headlines
- main headline asks the question
- subhead is as clear as possible in what it does