The introduction is a crucial piece of your blog post. It’s where you hook the audience in and invite them to keep reading. If you’re not careful, you can spend hours writing a good intro and run out of time! This is when you can use the StoryBrand framework to keep you on task.
The first thing to do is to think about your reader and define what it is they desire. Start noting down what your reader wants and make sure it’s related to the topic of your blog post.
To take things to the next level, consider what issue your reader might be having, then shape your blog post as a solution to it. This tells the reader that this article can provide an answer to their problem.
Once you’ve identified what issue your audience is facing, go a step further and uncover the emotional component. This is what StoryBrand calls “The Internal Problem.” Ask yourself “How does this issue make my reader feel?” By understanding these internal problems, you can add more meaning to your message and make your audience more receptive to your solution.
Every good story has a Guide, someone to help the main character (i.e., your reader) with their problem and guide them to success. You can do this in your blog post by empathizing with their issue and demonstrating your authority. Emphasize with simple phrases like “I understand” or “I’ve been there” to show that you care. Once you’ve gained their trust, explain how you’re going to help them and why you’re the best person for the job. Avoid using this as an opportunity to brag about your accomplishments. Instead, focus on the reader’s problem and how you have the knowledge and experience to solve it. Keep emphasizing this Guide role throughout the content for consistency, and make sure to lead your audience to the solution to their problem.
Flesh Out the Main Content
You’ve done a lot of planning for your blog post, so now it’s time to take it to the next level. Underneath your headings, fill in the details of your topic using either bullet points or complete sentences. Always keep your reader’s problem in mind as you write; this will help ensure that you maintain their attention.
Write the Conclusion
This is the point where you want to introduce “The Stakes.” This section clearly illustrates what it’s like for your reader not to follow the plan, showing them what they would be missing out on. The human brain is very visual, so it’s best to use descriptive language to portray what this looks and feels like.
Now is where you explain how your reader’s problem can be solved and guide them toward a solution. People can usually process about 3-4 steps at a time, so it’s important to clearly state the actions your reader needs to take to succeed. Keep it simple and lay out a 1-2-3 step plan or a couple of sentences that show the path to success.
Remember, you’re the Guide helping the hero (the reader) move forward and reach success. Make sure it’s crystal clear how they can get there.
