Phoebe Chongchua on The Brand Journalism Advantage

Every story has a why? Finding your why is part of good storytelling. The why evolves from the connection between head and heart…a combination of logic and emotion.

I’m Phoebe Chongchua, in this week’s Fit Biz Tip…we’re exploring your WHY.

Last week we looked at the importance of opening lines for your video…if you missed it, be sure to go back and review that Fit Biz Tip. Click here to watch it.

This week we dive into effectively communicating the WHY in your stories.

If you ever sat down and tried to tell a story but found that you’re lost…you don’t know where to begin or what exactly to write…pause and think about your why.

The WHY is the essence and heart of the story. It’s your main message…your reason for creating the video and sharing it.

The problem is that many people have trouble identifying and communicating the WHY, which makes it very difficult to then tell a story.

Stories are the result of three things: a particular situation, an obstacle or challenge, and then a success or resolution.

Let’s break this down. In business storytelling there are a few types of stories. I’m going to share with you three that all have the goal to build trust with the consumer as well as inform and engage.

Phoebe Chongchua on The Brand Journalism AdvantageThe “This is Me” story: This story shares your WHY by explaining who you are. Your success and failure moments, your values, your motivation, and what inspires you. This type of story can also address your passion and why you do what you do.

The “Teach Me” story: does exactly that…it teaches your viewers something of value. It helps them resolve their own issues. The WHY is found in the offering of the solution.

The “Value Me” story: isolates values within your company and showcases the value that’s built into your brand. The WHY is in the “Value Me” approach. You highlight what you know your audience values. That could be integrity, commitment, a strong work ethic.

Using these styles of storytelling, you have the opportunity to highlight your WHY and develop trust through a well told story.

Be sure to subscribe to my youtube channel for more videos… and then visit to catch our podcast episodes each week. The Brand Journalism Advantage Podcast features thought leaders from around the globe talking about brand journalism, marketing, entrepreneurship, and inspiration. You’ll get a competitive advantage when you listen each week. Find us in iTunes and Stitcher.

Until, the next time…Go Think Like A Journalist.

Note:  Follow me for marketing and content resources to grow your company. Join the conversation by commenting below or by visiting  See the next Fit Biz Tip in this video series, Call-To-Action.

Video produced by Live Fit Films.

Phoebe Chongchua is a multimedia Brand Journalist who teaches: Think Like A Journalist, To Increase Your Bottom Line. She is also the Host of The Brand Journalism Advantage Podcast which features interviews with thought leaders from around the globe on marketing, brand journalism, and entrepreneurship. After 15 years in TV News as an Anchor/Reporter, Phoebe founded PCIN.TV. The Internet TV Station airs video stories from her online publications: Live Fit Magazine and The Plant-Based Diet as well as curates content from other sources. As a brand storyteller, Phoebe produces  business videos, articles, and photos to engage consumers and create brand evangelists.  Learn

 Contact Phoebe to get started on your Brand Strategy.

Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

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