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Storytelling with data

Liam Curley
Liam Curley
2 min read

This story starts with Renee.

There's a major problem in hospitality; The Great Resignation. People are leaving jobs for an extra dollar per hour. A nightmare for restaurant owners.

Renee is building a product to solve high employee churn rate.

Clear problem and a solution that works. That's a successful business, right?

Wrong! Alone, this isn't enough.

Yes, it's true you need to find a problem and solve it. But, you also need people to see what you see and feel what you feel.

People want to:

  • Resonate with the problem
  • Believe in your solution

Many marketers tell stories that lack material proof in the results. Others overload the reader with data without drawing them in with story.

Here's a simple structure for you to tell stories WITH data.

Identify the hero and her reality

Identify the hero

In this case, Renee's hero is the food operator and her team.

The reality is that is costs $2,000 to bring on one new team member.

Identify her pain

Identify her pain

Next, present the PAIN number. This is the data that causes conflict.

70% - the average employee turnover rate in hospitality.

This number causes severe pain for Renee's hero.

Chunk down on the pain

Chunk down on pain

Now move away from the numbers.

Explore why this pain is happening.

Present the solution

Present the solution

Now we present the solution.

In Renee's case, it's a training program that builds careers, not jobs:

  • The team reach their potential
  • The team stays with our hero
  • The hero's recruitment costs go down

From here you can delve deeper into the mechanics of your solution, the proof that it works, and your guarantee.