How to build a content library that instantly turns objections into ‘I’m ready to buy’
The crowd roared as he rounded the final bend.
Not because he was ahead.
He wasn’t.
But because of how he ran.
His legs churned furiously, his face filled with sheer determination. Every stride said the same thing: I don’t care about the clock. I don’t care about the competition. I care about giving everything.
This wasn’t just another race. This was a spectacle. People didn’t come to watch him win; they came to see him fight, to witness his refusal to hold back even an ounce of effort.
But for all the drama unfolding on the track, something equally as important was happening on the sidelines.
A coach stood watching, holding a pair of experimental running shoes. To the untrained eye, they looked like any other sneakers. But these shoes were different - lighter, faster - the result of endless tinkering with a waffle iron to mold a better sole.
The coach and the runner had formed an unlikely partnership. One provided the tools; the other pushed them to their limits. Together, they weren’t just testing shoes - they were redefining what it meant to be an athlete.
After the race, the runner collapsed onto the grass, sweat dripping from his entire body. He didn’t win that day, but that wasn’t the point. He was the embodiment of something bigger: a relentless drive to give everything for the sake of the sport.
It wasn’t long before his story began to spread. People talked about the way he ran, yes - but also the joy of watching him run with reckless abandon. He wasn’t just an athlete… he was a symbol.
The company behind those experimental shoes took notice.
They realized they didn’t need a polished spokesperson or scripted endorsements. They had everything they needed in him. He became their first athlete ambassador, not because he had the most medals… but because he had the most heart.
His name? Steve Prefontaine.
He didn’t sell products. He sold an idea: that running - like life - was about giving your all, every time. And that idea became the foundation of something much bigger.
After Prefontaine, the company realized they’d stumbled onto something extraordinary. They didn’t need flashy ads or gimmicks; they needed stories - real stories, rooted in grit, vulnerability, and triumph.
They took what they learned from Prefontaine and built a playbook:
Find the Fire: Look for athletes who embodied passion and purpose, not just victory.
Show the Struggle: Celebrate the challenges as much as the wins, because that’s where the connection happens.
Let the Story Lead: Put the focus on the athlete, making the product the quiet enabler in the background.
This playbook became the backbone of Nike’s marketing.
Decades later, it’s why a teenager in Chicago can see themselves in Michael Jordan’s relentless drive. It’s why a young girl in Compton can feel empowered by Serena Williams breaking barriers. It’s why millions rallied around Colin Kaepernick when he chose to kneel.
Did you know that 82% of consumers feel more connected to brands that showcase authentic stories over generic content?
Nike’s genius wasn’t just in creating innovative products; it was in realizing the power of human stories. Prefontaine’s fire didn’t just inspire audiences - it created a blueprint for how to connect with people on a global scale.
People don’t connect with pretty end - they connect with the messy middle.
Prefontaine wasn’t a traditional picture of success or winning. He was an imperfect image of what it actually looks like when you’re trying to win - an image others could see themselves in. In telling his story, Nike proved that great marketing isn’t just about about the product itself - but about celebrating the people who bring it to life.
And the key to Nike’s lasting success isn’t just its ability to create stories - it’s their commitment to building a library of them.
Every athlete they work with adds a new layer, a fresh perspective, and a unique way for audiences to see themselves reflected in the brand. From Tiger Woods dominating the golf course to Simone Biles redefining strength and resilience, every story underscores the same message: grit, determination, and the courage to push boundaries.
Here’s my L.E.G.A.C.Y. System designed to help you build and maintain a library of evergreen stories that resonate an convert:
L - Locate the Human Element
Identify the real, personal stories that align with your brand’s mission. Look for stories of struggle, triumph, or transformation in your customers, employees, or partners.E - Emphasize Emotional Arcs
Great stories move people because they reflect emotions everyone can understand - hope, determination, fear, or joy. Map out the emotional highs and lows of your story to ensure it resonates on a deeper level.G - Give Context, Not Just Outcomes
Show where the story began, what challenges were faced, and how the journey unfolded. Don’t just share the “win” - highlight the context that makes the outcome meaningful.A - Align with Audience Aspirations
Make sure your story reflects the dreams, struggles, or values of your target audience. It’s not enough for the story to be compelling - it has to feel relevant.C - Craft Compelling Characters
Every great story needs relatable characters. Whether it’s an employee, a customer, or a community member, highlight the people whose journeys your audience can see themselves in.Y - Yield to Timelessness
Focus on universal themes - perseverance, overcoming odds, teamwork - that transcend trends. This ensures your stories stay relevant and continue to inspire over time.
Why This Works
When you create a library of evergreen stories, you’re building more than marketing material - you’re constructing a legacy. These stories become evergreen because they connect to human emotions and universal truths.
Nike’s success wasn’t built on fleeting campaigns but on stories of grit, passion, and courage. By focusing on the journey, they designed story arcs that resonate with athletes, dreamers, and doers across the globe.
Your content can do the same.
When you invest in timeless stories wire connections between your brand an your audience, you’ll create a library of content that will support your brand for years to come.
Here’s What You’ll Get Out of It
Lasting Impact: Stories rooted in timeless themes and human connection stand the test of time.
Audience Alignment: By mirroring your audience’s emotions and values, you create deep, lasting loyalty.
Story Library Scalability: A well-built story library becomes a go-to resource for sales campaigns, social content, and community-building.
“Evergreen stories don’t just resonate; they redefine your connection with your audience, turning fleeting engagement into a lasting bond”
Your Turn
Here’s how to start building your brand’s legacy of stories:
Find the Beginning
Identify one story that encapsulates your brand’s values. It could be about a customer, a team member, or a moment in your company’s history that defines what you stand for.Map the Emotional Arc
Chart the journey. What were the emotional highs and lows? Where was the moment of transformation? Write down the key milestones.Identify Your Audience Mirror
How does this story reflect what your audience aspires to, struggles with, or values? Write down one connection point for each of these questions.Shape the Narrative
Create a draft of the story using the L.E.G.A.C.Y. framework:Who’s the human element?
What emotions define the story?
How does it align with your audience?
Add Timeless Themes
Ask yourself: Would this story still resonate in five or ten years? Focus on universal struggles and victories that go beyond specific trends or circumstances.Launch and Learn
Share the story in a format that suits your audience - email, video, or social media. Monitor responses and feedback, then refine your approach for the next story in your library.
Building a library of evergreen stories ensures that your content doesn’t just perform once - it becomes an enduring asset.
Prefer listening to reading sometimes? Want an extra layer?
Press play for the ‘Narrated Insights’:
Today’s Mega-Prompt: The L.E.G.A.C.Y. Story Library Builder
Paid members get to use today’s mega-prompt to create a powerful library of five evergreen stories that connect with your audience, drive conversions, and maintain relevance over time. This system ensures your stories align with your brand goals and resonate at every stage of your marketing funnel.
Here’s a sneak peek:
"Adopt the role of a master storytelling strategist and conversion expert responsible for equipping a brand with a transformational storytelling system… you will deliver five strategically aligned evergreen stories that address different stages of the user’s marketing funnel, ensuring they resonate deeply with their audience and are designed to remain relevant over time.”