OM DENNE EPISODE
Story Framework for Marketing & Video: Truth, Problem, Tension, Solution, Vision, and Invitation
On this episode of Between Two Pixels Podcast, host Katie Gillen talks with Josh Peters about their story framework—truth, problem, tension, solution, vision, invitation—and why story-driven marketing helps brands connect by making the audience the hero rather than focusing on features and benefits.
They explain how the framework starts with clear audience personas, then builds a logical, connected narrative that sets a worldview (truth), identifies pain points (problem) and root causes (tension), shows what the brand provides (solution), clarifies the bigger change or aspiration (vision), and ends with an appropriate call to action (invitation) based on where the audience is in the funnel.
They discuss using the framework across scripts, campaigns, messaging guides, sales collateral, and strategy sessions. They talk about how it reveals internal misalignment and why third-party facilitation can help. They also mention training resources on their website and hiring their team.
00:00 Story Framework Hook
00:36 Podcast Introduction
01:20 Why Story Matters
04:52 Six-Part Breakdown
06:38 Truth Problem Tension
08:57 Solution Vision Invitation
11:29 Calls to Action Balance
14:09 Using It for Video
19:09 Marketing Applications
20:32 Personas and Targeting
22:33 Origins and Guardrails
26:31 Wrap Up and Resources
30:36 Final Outro
WHO WE ARE
Between Pixels is a video production, advertising, branding, and digital marketing agency.
We partner with brands to deliver powerful stories. Our foundation in video production and marketing experience combine to create content that engages audiences where it’s most valuable.
WHAT WE DO
We create story-driven content, campaigns, and strategy.
Making great content is complex, but it doesn’t have to be hard. We combine the art of storytelling with the science of messaging to simplify the storytelling process and create engaging content that creates results.
HOW WE DO IT
We help organizations reach and connect with the people they want to influence.
By offering a unique combination of video production, marketing, and branding services, we're able to serve organizations of all sizes in a variety of marketing and content channels. Our custom content packages fit exactly what you need, without sacrificing quality - exceeding expectations every time.
CONNECT WITH US
Web: https://betweenpixels.com/
Insta: https://www.instagram.com/betweenpixelsco/
Facebook: https://www.facebook.com/betweenpixels
Vimeo: https://vimeo.com/betweenpixels
