> ## Content Index
> Fetch the complete content index at: https://kelfordinc.com/llms.txt
> Use this file to discover other available public pages before exploring further.

# Daily Lab: A simple story structure
- URL: https://kelfordinc.com/daily-lab-a-simple-story-structure/
- Published: 2023-10-27T10:24:54.000Z
- Updated: 2026-01-27T17:24:35.000Z
- Description: How to tell a story.
- Author: Joel Kelly
- Tags: Daily Labs, writing, structure, content, messaging, framework

It’s easy to say that storytelling is important in marketing, but it’s harder to actually *write* a story.

**So when I get asked how to build storytelling into marketing, here’s the structure I typically recommend, based on what you’ll see in your average Hollywood movie:**

Act 1:

1. The subject of the story (the audience, *not* you) has a routine
2. But they feel like something could be better
3. And they’ve heard about potential options

Act 2:

1. They seek out the right solution
2. But run into difficulty
3. They get what they want by working with you

Act 3:

1. But there’s [a trade off to be made](https://kelfordinc.com/daily-lab-show-them-what-you-dont-do/)
2. They return to their routine
3. Better off than before

Notice that it doesn’t require any characters other than your customer and your business. You don’t *have* to tell an anecdote or create some elaborate narrative. It’s just about structuring your words to fit the form and style of a story so your audience is more inclined to listen and get the lesson.

**Here's a quick example, telling a story about this newsletter:**

---

*(The subject has a routine:)*

Do you feel like your marketing is spinning around in circles?

*(But something could be better:)*

Maybe you’re not sure where to focus, and not sure what’s working and what’s a waste.

*(They’ve heard about potential options:)*

The problem is, most marketing tips are just a list of best practices—one-size-fits-all advice that doesn’t fit anyone very well.

*(They seek out the right solution:)*

So, after you’ve tried everything, it’s time to try a lot less. It’s time to focus.

*(But run into difficulty:)*

That’s hard, because it means saying no to distractions that look like opportunities. But it also means saying yes to your best clients who value you the most.

*(They get what they want:)*

The easiest way to start focusing is by reading Kelford Labs. Quick, 1-minute lessons on making your marketing strategy work for you, in the way *you* want to work on it.

*(But there’s a trade off:)*

Of course, it takes a lot of patience to build a marketing strategy that works—but that patience pays you back. So the most important thing is finding marketing you *like* doing.

So you *want* to stick with it long enough for it to work.

*(They return to their routine:)*

Stop spinning around in circles, and start marketing in one direction.

Toward your very best customers.

*(Better off than before:)*

Start by reading [Kelford Labs](https://kelfordinc.com/).

---

**Now, you try. What’s your story?**

🧠

This post contains 100% organic content, no generative AI was used in its creation.