The Story: How to Create Content that Reflects Your Winning Difference

The way you tell your story has three primary elements to develop before you start creating. Here's how to discover and use each one for winning content.

Everything you’ve done so far has prepared you for this.

In other words, each step of the Leading Expert Framework is designed to guide you in telling the right story to your chosen audience.

And as long as you’ve been doing the work, you’re more prepared for this than you may know.

• You started with a mission to help people solve a problem in a way you are uniquely qualified to do. Your purpose for solving this problem is based on core values that are evident in your content and copy.

• This puts you in a position to be a leader in a movement away from the status quo to a new normal. Thanks to your values-based messaging, you have a unifying connection with your audience, and they now trust you to give them new ideas and perspectives.

• You understand that your role as a leader is as a mentor, not a hero. The prospect is the hero of the story you’re telling, and you’ll get everything you want by helping them get what they want.

• The stage is now set to take your prospects on a journey from their ordinary lives into a world of transformation, resulting in a new reality where the problem is solved.

All that needs to be done now is to fine-tune exactly how that narrative journey will be delivered, both at the big-picture level and for each article, video, podcast episode, email message, and landing page along the way to your offer.

The way you tell your story has three primary elements to develop before you start creating:

• Presentation

• Positioning

• Premise

Let’s dive into each.