To get approch sucess

Map it

A map is simply the arc from the beginning to the middle and then the end. When you want to captivate your reader, think like a Hollywood blockbuster. In these two examples, you can see how it works:

• Draw them in, like a magnet:

Story 1: Half the potatoes on the floor and the rest behind the stove … what was I supposed to do about Thanksgiving dinner now?
Story 2: Our CFO had just called for the fourth time asking for last quarter’s numbers, but our systems were still down.

• Raise suspense, with a pivot:

Story 1: “That looks great, but we don’t serve frozen food at holidays,” I told my husband as he stood there with the foil tray of FoodCo’s carrot soufflé.
Story 2: SoftwareCo’s representative sat next to me at my desk for an hour while he fixed the broken database queries. I couldn’t help grinning when I saw the numbers pop up finally.

• End on a memorable glow:

Story 1: We’ve had carrot soufflé instead of potatoes on our family’s menu ever since, but we still laugh about the look on my face when someone mentions anything scalloped.
Story 2: I was home that evening in time to tuck the twins in bed and read them a story.
Once you map the story, you can think of all sorts of ways to describe your current audience’s journeys and how its stories can help your brand connect with new people. Coca-Cola, as part of its truly impressive “Journeys” approach to brand journalism, does this in numerous ways. I was struck by a story told by a Coca-Cola employee who took up skydiving. The story uses a “magnet, pivot, and glow structure. And while ostensibly it’s about her personal experiences, it does a fantastic job selling Coke’s corporate culture and inspires the desire to work with employees like her.