
WHAT'S THE PROBLEM YOU SOLVE?
First, you need to reframe your mindset. The most important thing to remember throughout this process is that no one really cares that you have a new product or service, but they do care about how it changes their lives and the problem it solves, so focus on this first and your product second.
HOW TO BUILD A STORY
We liken building a story to baking a cake. You need the right mix of ingredients to create the finished article. Flour on its own isn’t a cake nor are eggs, butter or sugar, but put them all together with some know-how and you have a cake!
Likewise, your basic product message on its own isn’t a story, but add in some background on the problem your product solves and why people need it, a case
study of someone using it to improve their world, some new research and data and a spokesperson and it’s starting to look a lot like a story a journalist would run.
So how do you go about building that strong story? Let's run through the elements. The last tab 'Example' shows you how a real client used this process to work out the elements. At the very end, you can download the next worksheet and start building your story.
Here are some other examples to check out.
WORKSHEET TIME
Fill in the worksheet to see how you can build your story.
It will help you work out what assets you already have to give the media and what you still need to
collate ie what’s your photo going to be; do you have some good statistics you can use?
You will use these answers to write your media release in the next step.
Please don't progress to Step 2 until you have read every tab
and completed the Building your story worksheet.
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