Issue #72

Art of Writing: Simple 7-Step formula to craft your brand story

Hi Reader,

In the world of authors, there are usually two kinds of writers: outliners and pantsers. Outliners are writers who, before they compose their novel, article, or other story, create an outline to keep them moving in the right direction. Pantsers are writers who sit down and just start writing by the seat of their pants. There is typically no formal format, just an idea in their heads they want to get out before they lose it.

Either way is effective with how you prefer to write. I do both, depending on the specific project.

With our brand story, however, it behooves us to have a clear direction in how we shape it. We don’t have the luxury of spinning a novel-sized narrative to capture our audience’s attention. Our brand story must be succinct and clear, whether we use an outline to guide us or a formal plan or map. After we collect all our information, we then compose our “story” to connect and engage and build trust with our audience.

And this is where many draw a blank. One of the main questions I hear is: “How do I put my brand (or author) story together?” While I share and teach the “4 keys,” and the process to shape a business or author brand story, the composition can be challenging. Which is why I am hired to help my clients through the process. But if you are already a writer, you may be able to put your information together in a cohesive story on your own.

I am all about simplicity. So here is a 7-step process to craft your brand story narrative. This is a process used by writers of memoir and fiction, so it makes sense that your brand/author story would follow the same course.

Take the guesswork out of what to say and how to draft a unique thank you note. My e-book: "23 Ideas for Writing Dynamic Professional letters and Cards: The art of saying thank you and other correspondence" gives complete examples for writing a thank you note after a job interview, a sympathy letter to a colleague, a thank you letter to a nonprofit donor, and more. Available in my Store now. ​Download a FREE preview.​

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About the author:

Johnna Lacey is the CEO and founder of J.M. Lacey Communications, LLC, which focuses on writing and brand storytelling, training, and coaching. Built on empathy and the desire to eliminate frustration for business owners, leaders, and nonprofits, J.M. Lacey Communications seeks ways to simplify what has been unnecessarily complicated using proven systems to achieve results. She is the author of 23 Ideas for Writing Dynamic Professional Letters and Cards: The art of saying thank you and other correspondence.

She can be reached through her website: jmlacey.com or via email: jmlacey@jmlacey.com.

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Further reading: Want more writing tips related to commercial freelancing? Author Peter Bowerman has been publishing The Well-Fed E-PUB since 2002. Check it out here.

Listen: The Profitable Writer podcast, hosted by Kent Sanders, helps you create more impact and income with a writing business. Check it out here.