Writing narratives for marketing collateral is challenging at times. Startup owners usually create narratives that are confusing, too wordy, or have too much industry jargon.
There are countless books about writing narratives for Marketing collaterals or copywriting. With a few guidelines, you can immediately make a better impact with your narrative.
All you have to do is remember to use the acronym PSHS. This stands for Problem, Solution, Hero, Story.
1. Craft your message to articulate a problem your target market has. Even better, identify the pain point of the problem.
2. Follow this with an explanation of how your solution solves the problem.
3. End by painting a picture of what success looks like for the Hero of your story, which is your target customer. Remember, your product or service is never the hero. They are the guide to the hero (customer).
4. Stitch the above in a story format. Don’t write this literally. Messages delivered in a story format are easier to recall.
One optional piece of information you may need to include is the CTA or Call to Action. You cannot assume that the reader knows what to do after reading your copy.
To illustrate this, let’s say you are writing a narrative for Father’s Day. You operate an e-commerce website that sells specially curated, limited edition gift boxes.
You can write an email blast with an image of a dad smiling as he opens a gift. Your copy goes, “Don’t forget to get your dad a gift for Father’s Day. We have a variety of limited selection, high-quality curated gift sets. Order now!”
You can then improve it a little using the PSHS approach.
“Are you struggling to find the perfect gift for dad for this Father’s Day on June 19?
You can give him our limited edition carbon fiber money clip, pen, notebook, and leather watch case.
Make your dad happy with our exclusive limited edition Father’s Day gift box.
Watch your dad’s face light up this Father’s Day.
We have limited stocks. Click here to order now.”
The approach can also be used as a guide when creating pitch decks or proposals. The approach highlights how you can solve a customer’s problem and show them how it feels to be a hero.
Customers are more attracted to the benefit of your product or service. Features only come second. Don’t pitch your features. Put the benefits they get front and center or your message.
You are not the hero. The customer is always the hero of the story. Your job is to help the customer solve their problem and paint a clear picture of what success looks like. You are ‘Yoda’ to Luke Skywalker. Luke becomes the hero with the help of Yoda.
There are a variety of creative ways to craft your copy or message. Have fun and make your message more compelling with the PSHS approach.