Now that you’ve gathered your research and insights, it’s time to craft your story using those insights and build a compelling narrative that resonates with your audience.

1/ Identify core insights

Review the insights you collected and identify the core insights that stand out. Focus on the insights that are most important for your audience and align with your campaign goals. These will form the backbone of your story.

2/ Build your narrative

Based on these insights, craft a compelling narrative.

• Start by identifying the core theme you want to communicate.
• Think about how you’ll appeal emotionally to your audience. For example, is the focus on aspiration or solving a specific pain point?
• Understand where your audience is in the funnel (TOFU, MOFU, BOFU) to decide how much you need to blend emotional vs actionable messaging.

3/ Create messaging and visuals

Keywords & messaging

• Pick phrases from your research. Real words and sentiments that users had shared.
• Create your copywriting structure.
• Frame messaging using the “Help X solve Y” formula. Keep it clear and direct. Use language your audience uses and hit their core challenges.

Visuals

• Develop mood boards to capture the "feel" of your campaign.
• Use visuals that reflect your audience’s environment and aspirations.
• Build these keeping your ICP in mind and tailor it to them.

4/ Validate your narrative

Validate your narrative. Test with beta users, power users, and then do a limited launch to see how it all performs. Use this framework.

5/ Define success metrics

Outline how you’ll measure the success of your campaign. Determine the quantitative metrics (traffic, conversions, etc.) and qualitative metrics (brand perception, social media sentiment) that will help track the effectiveness of your story.