Here are six stories you can tell without saying a word.

First, three about a box:will I do it?did it!
didn't do it

And now, three stories about pie:

where is it?

can I reach it?

when will they figure it out?

Stories play on our need for resolution. We want to see the box completed or the pie united with its missing piece. When something’s missing, that’s the beginning of a story.

Your marketing should tell a story, but here’s the thing: You don’t get to tell your clients what their story is. Your clients are already living it. (In fact, they’re living hundreds at the same time. Life is complicated!)

So how do you market? If you own a business, figure out what story clients are already living.

Frame it for them.

Put it into words, then pictures, so they go, “You said it better than I could myself.”

Then, offer resolution.

If you can complete somebody’s box or be somebody’s missing pie piece, they’re going to want to hire you. But they have to see you that way first.