I gotta admit something.

When I launched the Story Finding Challenge two weeks ago, I thought it was going to be pretty simple: I'd write a quick daily 3-500 word post about storytelling, give a prompt, and folks would jot down their story ideas.

In fact, I initially sold the course as a habit-building challenge, where I provided the structure and accountability for people to build the habit of collecting stories in their daily life, nothing more. Just a simple, 28-day thing.

Turns out I don't do simple. 😅

Instead of short, inspirational emails, I've been writing detailed lessons. I've been creating templates and workbooks. I've been digging deep into what makes storytelling work in business, and how exactly to use stories to connect with your audience and make sales.

It's been so much fun! I've loved pushing myself and finding that I have far more to offer than I initially planned.

We're officially halfway through the challenge, and so far...

• In Week 1, we talked about why story matters so much—especially in business. We talked about how good stories can set your brand apart, and how they can make your audience feel seen and drive them to action.
• In Week 2 (last week), we talked through the Magnetic Storytelling Framework: how to craft a compelling story with a protagonist who has a clear need/desire, a misbelief, a moment of change, and a new truth.

This week in the course, I'm zooming in from the theoretical to get super, super practical.

Here’s a sneak peak: We’re going to talk about the different types of stories you need to be telling in your business, and walk you how exactly to construct them.

Because not all stories do the same job—some teach, some build trust, some sell, some rally the right people around you. Knowing when to use which kind (and how to mix and match them to good effect) will help you make any piece of content magnetic, and create a cohesive narrative around your business.

Here's what should be in your Selling Story Toolbox:

🖊️ Origin Story

This is your transformation moment—the 5-second moment when you came up against your misbelief, faced a struggle, and came through changed. Your audience should see themselves in your before, and trust your after. When they ask, “Why are you the person to help me?”, your origin story answers, “Because I’ve been there.”

Note that this doesn’t always have to be dramatic. We’ll explore lots of different types of origin stories when we get there.

🖊️ Customer Stories

Testimonials, case studies, screenshots, quotes—these stories show how real people have moved through the transformation you offer. They build credibility and social proof in a way that no amount of saying, “Here’s what I do!” can.

🖊️ Anecdotes

Casual, everyday stories that help explain or reinforce a point. An awkward moment on a Zoom call. A surprising insight while grocery shopping. Unlike Atomic Stories, anecdotes don’t need to pack a ton of power—they’re just small moments.

If you’ve been following this challenge and collecting stories daily, you probably have quite a few of these already.

🖊️ Audience Stand-In Stories

All the above stories are factual, authentic things that have happened to you or your customers. We talked already about how important it is to use real stories instead of making things up, but the exception is audience stand-in stories.

These powerful stories are written in the second person (“You’re standing in front of the coffee maker, contemplating that third cup even though you know it’ll make you jittery.”). They reflect what your audience is thinking, feeling, or struggling with. When done well, they make people feel incredibly seen.

🖊️ Manifestos

These are a type of audience stand-in story—but instead of speaking to the struggle, you’re sounding a rallying cry for the promised land. Manifestos declare your beliefs and values in a way that inspires your audience and calls your people closer. A good manifesto repels the wrong people and magnetizes the right ones. It’s less about your story, more about the movement you’re inviting others into.

Each of these stories plays a different role in your business—and I guarantee they're right under your nose.

In the Story Finding Challenge, we're diving deep into each of these types of stories, talking about tips for unearthing them, how to structure them, and where to use them. I'm also sharing the tips and scripts I’ve developed for interviewing customers over a decade+ of B2B content marketing work, along with a workbook that will take you through a self-interview process similar to the one I use coaching clients.

I'm already coming up with ideas to turn the next version of the Story Finding Challenge into an even more value-packed offer, where the focus is less on habit-building, and more on taking action.

In SFC 2.0, we'll unearth your most valuable stories, craft your origin story and manifesto, and create a bank of hard-hitting anecdotes, customer stories, and audience stand-in stories you can use to make your marketing copy connect and convert.

Want to join the next round of the Story Finding Challenge and learn how to become a storytelling machine?

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Talk soon,
Jessie

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