- The hero of the narrative (the voter/reader)
- The problem (the social issue/business problem)
- The mentor (the candidate/thought leader)
- The plan (campaign promises/thought leadership framework)
- The opposition (the opponent/the competition)
- The stakes (what happens if the other wins/what happens if your solution is not implemented)
- The big ask (vote!/the call-to-action)
Just as a political candidate tells a story with the elements above, you must also write with them in mind.
- Who is the hero in your niche? Do you know their problems and pains?
- Have you positioned yourself as the trusted guide who can solve their problems?
- Do you have a framework that is easy to understand and follow?
- Have you identified the common enemy that your niche has to defeat (for example, complex processes, time wasters, etc.)?
- Have you painted the picture of what life would look like for your customer without your solution?
- Do you have a clear call to action for your posts and articles?
Besides writing down the answers to the questions above and incorporating them into your narrative, I want to challenge you to do something else.
Just as political campaigns have slogans, you should have one.
This is a short memorable phrase that you can use everywhere, from your posts to your LinkedIn headline.
It’s not about explaining what you do. It’s about creating an emotion or evoking possibilities.
Some slogans from presidential campaigns focused on the future: “Forward” (Obama). Other focused bringing back the past: “Make America Great Again” (Trump).
BTW, my slogan is, “Don’t just be better than the competition. Be the only one.”
Write a slogan that will make people want to follow you.
Our new friend asked me to write for his blog.
“Any useful advice for entrepreneurs to start getting content on my blog,” he said.
“It doesn’t work that way,” I said. “First you need to define the goal of your organization and then create content that supports that goal.”
You can’t write thought leadership content if you have not defined what you want to accomplish with your writing.
You can’t lead if you don’t know where you’re going.