Strategic Narratives
Build a story that hooks.
“He’s thinking about the end-to-end experience regardless of his team’s involvement, and brings real strategy to every engagement.”
Jackie Robles
Director, Creative Services
You need to reel people in and make them passionate about your project.
Stories have always been the most effective method of passing along information. They get the listener invested by orienting their thoughts around something familiar.
How to build a successful narrative?
Be Relatable
Engagement starts when people recognize something they can relate to. The best hooks tap into a story that resonates with your target audience, making them feel understood and involved from the very beginning.
Make it Simple
People value their time, and clarity is key. By delivering your message quickly and efficiently, you help your audience reach a decision faster. Respecting time builds trust and encourages action.
Provide Value
Addressing your audience’s needs is essential to capturing their attention. Offering actionable tips or demonstrating how your product solves a specific problem are effective ways to engage and increase visibility.
Sound Real
No matter who you’re speaking to—whether a corporate executive or a field worker—genuine, conversational language always resonates. People respond best to messages that feel real and approachable.
Skills & Experience
Listen
Research and strategize engaging content.
Conduct Customer Interviews
Market Research
Identify Business / Learning Objectives
Create Pitch Decks
Develop
Produce quality work that meets desired needs.
Develop Creative Briefs
Write & Revise Content
Guide Production Teams
Maintain Voice & Brand Standards
Refine
Analyze performance and enhance for further growth.
Study Analytics
Record Market Feedback
Strategize Future Content
Update Past Content
Shaping Engaging Narratives
When tasked with promoting the new “automatic Spanish translation” feature for our construction app, the initial blog draft was heavily focused on the product—how it worked and its development process. However, I recognized that simply detailing functionality wouldn’t resonate deeply with our audience. Readers need to see the product in action and understand its real-world value.
To better connect with users, I collaborated with the Customer Success team to gather insights into the challenges our users faced. One story stood out: during daily construction site huddles, Spanish-speaking workers often had to hold a second, informal meeting to ensure they fully understood the plans discussed in English.
This scenario provided a powerful narrative. I championed the idea of centering the marketing campaign around this experience, showing the impact of the language barrier and how our translation feature could solve it. The blog was restructured to highlight this story, accompanied by a visual (created using AI) that illustrated the concept of a secondary huddle.
Crafting Cohesive Client Stories
When working with raw client testimonial footage, my role was to distill all of the content into a unified, compelling narrative. I meticulously reviewed the footage, identifying common themes across speakers. I then selected key clips and timestamps, developing a detailed outline and creative brief for the video editing team. The result was a seamless video that combined various testimonials into one cohesive story. In some cases, I would uncover multiple narratives within the content, leading to the creation of separate, focused videos. For instance, one video highlighted the communication challenges of group texting and how our app resolves those issues in the workplace.
Turning Feedback into Opportunity
Negative feedback, especially in online comments, presented valuable opportunities for engagement. Rather than dismissing them, I viewed them as chances to educate and inform. When a commenter mentioned they relied on email for team communication and saw no need for a dedicated app, I saw this as a perfect teaching moment. I took the initiative to script, narrate, illustrate, and produce a whiteboard video that demonstrated why email, while useful, falls short in managing communication for field crews. The video effectively highlighted the app's advantages, turning a potential critique into a learning experience.
People remember great stories.
Connect your product with a powerful narrative and the two will always be associated.