Origin & Source
This technique was first described in a seminal work on storytelling and narrative structure. It draws from decades of research into how audiences process and remember stories.
The underlying principle has been validated across multiple disciplines, from screenwriting to brand strategy and content marketing.
Source: Original research and academic publications
The Framework
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Find the Claim
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Apply the Scene
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Feel the Difference
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TV Ad - 60-second spot for a children's hospital
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
B2B SaaS - Homepage hero for a customer support platform
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
DTC / Personal brand - Bio for a leadership coach
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
LinkedIn / Social - Post about company culture
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Email subject + opener - Customer success story for a fitness app
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Sales deck - 'Why Us' slide for a design agency
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Brand Strategy Usage
Product Launch Narrative
From feature announcement to user story
Detailed strategy breakdown with step-by-step implementation guide...
Employer Brand Overhaul
From culture platitudes to real moments
Detailed strategy breakdown with step-by-step implementation guide...
Case Study Transformation
From metrics dump to narrative proof
Detailed strategy breakdown with step-by-step implementation guide...
When to use
Brand storytelling and About pages where claims like 'we care' need proof through scenes and specifics
Case studies that need to feel real - not like a press release with metrics bolted on
Ad scripts where emotion needs to land in seconds without voiceover explaining the feeling
Social content where credibility comes from detail, not declaration
When NOT to use
Legal, compliance, or regulatory copy where explicit statements are required
CTAs and pricing pages where directness converts better than subtlety
When your audience needs fast, scannable information - not a scene
When you have no real proof to show and are tempted to fabricate details
Related storytelling techniques
Frequently Asked Questions
What does 'show don't tell' mean in marketing?
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How do I know if I'm telling instead of showing?
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Is show don't tell always better?
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How do you show don't tell in a short social post?
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What's the difference between show don't tell and storytelling?
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