5 Narrative Structures for B2B Messaging

🎭 Tragedy

→ A cautionary tale with a negative outcome

A fairly universal model that is powerful for convincing prospects they have a problem worth solving.

👹 Overcoming the Monster

→ hero sets out to to destroy evil

A strong structure particularly for innovator prospects that have strong POVs on the status quo.

👑 The Quest

→ An aspirational journey

This works best with early adopter prospects that care about unlocking new capabilities to create a “new way”

💰 Rags to Riches

→ An underdog overcomes adversity to win

Particularly useful structure when targeting under-resourced prospects (small-mid sized businesses)

🔥 Rebirth

→ Event forces hero to evolve

Good for highlighting trends that are driving change in behavior.

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Regardless of the narrative structure you decide to use in your messaging…

Be sure that the story connects messaging elements in a way that is BELIEVABLE.

🟨 Persona (Hero)

…who’s using…

⬛ Alternative (status quo)

…and encounters…

🟥 Problem

…solved by…

🟧 Capability

…powered by…

🟩 Feature

…which drives…

🟦 Benefit