Business Advice

Champion yourself! The five things that make a good story

- March 3, 2022 3 MIN READ

The ability to tell a story is a valuable skill, especially in business. The elements of a good story are the same whether you are writing fiction or content for your website. There are five elements to a good story, but the most important story you can tell is The Hero – your origin story, writes PR specialist Annette Densham.

What is your hero – or origin – story?

The hero story is about how you got started doing what you do, why you do what you do and the obstacles you overcame. This can be a big ask because most of us are humble people and don’t like to brag or share too much about ourselves.

Think on this. People don’t do business with businesses; they do business with people. The marketing catch-cry as we take on 2022 is ‘authentic marketing’. So sharing your origin story is all about connection – people want to know who they are doing business with.

Your hero story can be used as a bio, About Us on your website, a blog or a media release, and is a great way to let people see the real you … and why they would do business with you.


Before you tell your story, make sure you have some foundational marketing in place.

How to build your story

Woman video recording herself using a mobile phone

1. The who – that is you

Who were you when you started your business journey? Why and how did you get into business – was it redundancy, health, family circumstances, a big cash windfall, a desire to live your dream? Describe where you were at.

2. The how – the process of change

This is the part where you tell about the change you underwent. What did you learn, what did you not know, how did you transition, how did you cope with the changes?

3. The what – the obstacles

It’s time to get into the struggle. People relate to those who do not seem too slick or perfect. They can see themselves in you, relating to the pain of transition.


Think about what you struggled with as you started out. Was it lack of knowledge about some aspect of business? Was it ill health? Was it lack of confidence? Was there something against you as you started to create change?

4. The when and where – journey to success

All good stories are like a roller coaster – filled with big dips and massive corners. By the end of your story, you want people feeling good.

This part to the story is about the rise out of the muck into the clarity and victory. What unique tool or insight did you gain? Who helped you? What did you learn? How does this help the clients you serve?

5. The win – the ultimate transformation

Finish your story on a high. While people want to know who they are doing business with, they also want to know how you can solve their problems. You want people to know just how amazing you are.

How has your journey improved you or your product/service? What was the goal you were working towards? Don’t forget to share a call to action – how they can contact you, work with you, or buy from you.

The hero story can then be shifted to put your client in the hero seat, bringing them into the story – but make sure you know who your perfect client is.


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Now read this:

How to get potential customers to know, like and trust your brand – and why it’s important