How to Create a Compelling Story

How to Create a Compelling Story

The key questions to answer before advertising - 7-8 min read

Why should you be interested in this guide?

As a business leader, being able to fully understand and clearly communicate your brand’s “compelling story” is essential, whether you are seeking investment or wanting to start advertising.


Before diving into online advertising, it’s crucial you are clear on the answers to the following question

The 20 essential questions to ask yourself:

  1. Why? What is your mission (backstory, soul, vision & purpose)?

  2. How? How will you achieve your mission? What is your business model?

  3. What? What exactly is your product & service

  4. What problem does your product / service solve

  5. What is truly unique about your value proposition?

  6. Who are your main competitors?

  7. What makes your product / service offering better than your competitors?

  8. How will you be credible & trustworthy?
    >What are your brand / service promises?
    >What are your brand / service proof points?
    >What are your brand values?
    >What perceptions do you want people to have of your brand?

  9. Who is your target market? Can you describe your ideal customer profile (ICP)?
    >Demographics – age, occupation, education, and income.
    >Buying behaviour

  10. What are the relevant problems and challenges your ICP faces?

  11. What channels can customers buy your products / services from?

  12. What channels are you effectively using already to acquire customers

  13. What is your traction so far?

  14. Who is on your team? What relevant experience and skills do they bring to the table?

  15. What channels do you need help with?

  16. What assets / resources do you already have in place that you don’t need help with?

  17. What is your goal with the channels you need help with?

  18. What is your budget for developing this channel

  19. What is your roadmap for the future?

  20. What are your short-term and long-term goals?

A ‘Compelling Story' discussion example

Steve Jobs, Apple 1977

To illustrate the key elements of telling a ‘compelling story’, let’s imagine a conversation between Steve Jobs and an investor in 1977, seeking background information on Apple.

A fictional conversation:

  • Investor: Why Apple – what is your soul purpose?

  • Steve Jobs: Our mission is simple: we believe in challenging the status quo.

  • Investor: What’s your working strapline?

  • Steve Jobs: Simplicity is the ultimate sophistication.

  • Investor: Thanks. How are you planning to achieve your mission?

  • Steve Jobs: By making our products beautifully designed, simple to use, and user-friendly.

  • Investor: What is it you do best?

  • Steve Jobs: We make great computers.

  • Investor: OK, let’s dive a bit deeper. What problem are you solving for your target audience?

  • Steve Jobs: Personal computers are large, complex machines primarily used by businesses. We’re making them accessible for the average person.

  • Investor: How will you fix this problem?

  • Steve Jobs: We’re launching the Apple II in 1977. It’s consumer-friendly and features a color display, built-in keyboard, and support for expansion cards.

  • Investor: Why does the world need Apple?

  • Steve Jobs: By making personal computers more affordable, user-friendly, and accessible, we want to democratize computing and bring creativity empowerment to the mainstream.

  • Investor: What is the Ideal Customer Profile (ICP)

  • Steve Jobs: Let’s break it down:

    👨‍💼 Demographics:
    >Age: Adults, from young professionals to middle-aged individuals.
    >Occupation: Hobbyists, enthusiasts, educators, small business owners, and professionals in fields such as engineering, design, and programming.
    >Education: Typically individuals with some level of higher education, including college students and graduates.
    >Income: Middle to upper-middle class.

    🚀 Interests:
    Technology enthusiasts interested in personal computing and electronics.
    Early adopters looking for innovative solutions for work, education, and personal use.
    Gamers interested in early computer games and software.
    Educators seeking technology for classroom use, including teaching programming and computer skills.

    💰 Buying Behavior:
    They value quality and innovation over price.
    Interested in a versatile computing platform for tasks such as word processing, spreadsheet calculations, programming, and gaming.
    Willing to invest in accessories and software to enhance the functionality of their Apple II systems.

    🛒 Where to buy:
    The Apple II can be purchased through specialized computer retailers or directly from Apple.

    🏆 Main Competitors to Apple II:
    >HP 9845
    >Commodore PET 2001
    >Tandy TRS-80

    💵 Price and Competitive Advantage:
    The Apple II is priced at $1,298. We believe it’s better than the competition due to its user-friendly design, expandability with expansion slots, robust software ecosystem, developer support, and ease of use, making it a versatile and popular choice for a wide range of users.

  • Investor: Thank you Steve, I have a better understanding of your business now.

Next Steps

Before we begin working with clients, we conduct a Strategy Session during which we ask all the questions mentioned above. This ensures that you are fully prepared to start online advertising with us.


Are you ready to start advertising? Book your FREE strategy session!

On your free phone consultation, one of our experts will discuss the following:

There’ll be no commitment or obligation to use our services.