Course outline for
Story Marketing for Small Businesses

Session One: Course Overview

Course Overview

Learning Objectives

Pre-Assignment

Pre-Course Assessment

Session Two: Story Marketing Toolkit

Which Came First: The Chicken or The Egg?

Your Inspiration

Pre-Assignment Review

Your Toolkit

Toolbox Inventory Activity

Session Three: Storytelling Essentials

What Exactly is a Story?

Ingredients of a Good Story

Identifying a Hero, Challenge, and Resolution

Story for Your Brand

Setting Goals

The Truth Test

Positive vs. Negative

Session Four: Connecting with Customers

Connecting with Customers

Understanding Your Customers

Brainstorming

Session Five: Refining Your Brand

Refining Your Brand

Understanding Your Company

Inventory of Key company Facts

Identifying Your Message

Keywords

Strengthening Your Brand

Taking Stock

Session Six: Building Your Story

Show and Tell

Parts of Your Story

Heroes and Villains

Plan for Success

Your Story Board

Writing Your Story

Getting Started

Rough Draft

Session Seven: Polishing Your Story

Polishing a Rough Draft

Color Commentary

Adding Color

The Editing Process

Editing Checks

Peer Review

Personal Action Plan

Course Summary

Recommended Reading List

Post-Course Assessment

Pre- and Post-Course Assessment Answer Key

Pre-Course Assessment

Post-Course Assessment