Steve Ballantyne, Director at BrandIQ, explains how using a “story lens” can transform your messaging. By tailoring perspectives—like problem-solving or community impact—you create narratives that deeply resonate, turning ordinary messages into unforgettable stories.

Ever notice how two people can tell the same story, but only one leaves you truly hooked? The secret lies in using a “story lens” - a specific perspective that helps focus your message for maximum impact.

What Is a Story Lens?

A story lens is like adjusting the angle on a camera. It’s a way to highlight certain parts of a story that resonate deeply with your audience’s needs, experiences, or desires. By choosing the right lens, you can take an ordinary message and transform it into something powerful and memorable.

Imagine you’re announcing a major business milestone. Framing it through a “transformation lens” might mean highlighting how your team overcame challenges, turned setbacks into success, and grew together. Your audience sees a story of grit and resilience, not just a milestone - they’re inspired.

Or you could use a “community lens.” Here, you’d focus on how this growth benefits the community you serve. Maybe it means creating jobs, funding local initiatives, or offering new resources. Your audience feels they’re part of your journey, making your message resonate on a more personal level.

Using a Story Lens in Product Launches

A story lens works just as well for launching new products. Suppose you’re introducing a product that solves a common frustration. By choosing a “problem-solving lens,” you could highlight the ease and relief it provides. This message appeals directly to people who value convenience and practical solutions.

But, for a different impact, try a “personal growth lens.” Now, instead of focusing on how it solves a problem, you’re showcasing how it empowers users to achieve more, improve, or explore new possibilities. This approach connects with an audience that’s motivated by personal ambition and self-empowerment, creating a deeper emotional link to your product.

Why a Story Lens Works

A story lens works because it allows your audience to see themselves in the story. When people feel like they’re part of the narrative, they’re more likely to remember it, feel inspired by it, and even act on it. It makes your story feel less like a pitch and more like a shared experience.

We’re all bombarded with information, so crafting messages that resonate is crucial. A story lens lets you transform a simple announcement into something memorable by helping your audience see it from a perspective that feels relevant to them.

How to Choose Your Story Lens

When crafting a message, ask yourself: what story lens will create the strongest connection with your audience? Would a transformation lens, a community lens, a problem-solving lens, or a personal growth lens hit home best? Experimenting with these lenses can reveal which perspectives leave the greatest impact.

Source: Steve Ballantyne, 14 November 2024