Narrative Structure

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Do you remember the last time you attended a seminar?

Perhaps it was one of those events where you took lots of notes, enjoyed learning all kinds of new things to grow your business.

But then, as you got home, you couldn’t remember how to make sense of all the data and facts that you just learnt about – and even what was so cool at this seminar in the first place…

If you can relate, chances are you didn’t simply just get overwhelmed by the amount of new things you learnt about.

Quite possibly, the presenter failed to make a connection to a relatable story each time he presented a new strategy, method or other type of information.

You see –

We easily learn and remember facts in story format because they involve concrete actions.


We have a lot of trouble learning abstract ideas or concepts.

In fact; the way these are usually taught (when done well) is with narrative examples.

In other words, our brains are designed to process information in story form.

The best stories follow a simple structure.

  1. Opening a setup
  2. Body and exposition
  3. Climax

What it means for you: this is how you need to communicate with your prospects as well so they can remember why they wanted to work with you.

For example, let’s say you’re creating a new landing page.

Here’s an outline you’d be wise to follow:

  1. Headline and subhead openings setup
  2. Opening paragraph
  3. Bullets
  4. Proof
  5. Call to action

Narrative structure abstracted to page structure
Opening (headline), exposition (body copy) and climax (CTA)

You must start with an immediate peak of excitement to get your prospect interested.

How to apply this in your own business:

If you’d like help with finding these type of stories that are authentic to you and make sense with your offer, give us a call at 1300 680 223. We can help.