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Also known as Freytag’s Pyramid:
Set the stage of a problem that your target audience is likely to experience ( a problem that your company solves). Describe a world where that problem didn’t exist. Explain how to get there or present the solution (i.e. your product or service).
First, you present a problem. Second, instead of presenting the “After”, you intensify the problem with emotional language. Finally, you solve the problem by offering your product or services.
The star grabs your audience’s attention. The chain turns your audience’s attention into a desire. The hook gives them something actionable to fulfill their desire.
The idea is to introduce a character or a group of character, describe their usual routine, present a twist that disrupts their daily lives, explain how they overcome it, and celebrate!
This formula is used by many of the greatest storytellers including George Lucas for his Star Wars films!
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Instead of selling products, we need to focus on their purpose and what good it does for the end-user. Focus on the need of the customer and design the product around it.