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Master Story telling One Step After The Other
Humans have
always told stories and they're a vital part of our daily communication,
but the stories have meaning beyond entertainment value.
In
fact, storytelling is a strong business skill and when implemented
effectively, it can boost a business in a number of ways, such as
improving customer loyalty, creating a strong marketing strategy,
increasing profit and so on.
Telling a story is like painting a
picture with words. While everyone can tell a story, certain people
fine-tune their storytelling skills and become a storyteller on behalf
of their organization, brand, or business.
You might’ve heard of these folks — we typically refer to them as marketers, content writers, or professionals.
Every
member of an organization can tell a story. But before we get into the
how, let’s talk about why we tell stories — as a society, culture, and
economy.
Why Do We Tell Stories?
There are a variety of reasons to tell stories — to sell, entertain, educate or brag.
We’ll
talk about that below. Right now, I want to discuss why we choose
storytelling over, say, a data-driven powerpoint or bulleted list. Why
are stories our go-to way of sharing, explaining, and selling
information?
Here’s why.
Stories Solidify Abstract Concepts and Simplify Complex Messages
We’ve all experienced confusion when trying to understand a new idea.
Stories
provide a way around that. Think about times when stories have helped
you better understand a concept … perhaps a teacher used a real-life
example to explain a math problem, a preacher illustrated a situation
during a sermon, or a speaker used a case study to convey complex data.
Stories help solidify abstract concepts and simplify complex messages.
Taking
a lofty, non-tangible concept and relating it using concrete ideas is
one of the biggest strengths of storytelling in business.
Take
Apple, for example. Computers and smartphones are a pretty complicated
topic to describe to your typical consumer. Using real-life stories,
they’ve been able to describe exactly how their products benefit users …
instead of relying on technical jargon that very few customers would
understand.
Stories Bring People Together
Like I said above, stories are a universal language of sorts.
We
all understand the story of the hero, of the underdog, or of
heartbreak. We all process emotions and can share feelings of elation,
hope, despair, and anger. Sharing in a story gives even the most diverse
people a sense of commonality and community.
In a world divided
by a multitude of things, stories bring people together and create a
sense of community. Despite our language, religion, political
preferences, or ethnicity, stories connect us through the way we feel
and respond to them … Stories make us human.
Dove is a great
example of this. By sharing stories of both customers and the people
they serve through customer purchases, Dove has effectively created a
movement that has not only increased sales but also built a community.
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Stories make us human, and the same goes for brands.
When
brands get transparent and authentic, it brings them down-to-earth and
helps consumers connect with them and the people behind them.
Tapping
into people’s emotions and baring both the good and bad is how stories
inspire and motivate … and eventually, drive action. Stories also foster
brand loyalty.
Creating a narrative around your brand or product not only humanizes it but also inherently markets your business.
Few
brands use inspiration as a selling tactic, but KFC does it well. By
sharing the real story of their founder and now using it to brand their
products, KFC not only makes the brand relatable and worth purchasing,
but it also inspires other founders and business owners.
The Secret ingredients That Makeup a Great Story
Words
like “good” and “bad” are relative to user opinion. But there are a few
non-negotiable components that make for a great storytelling
experience, for both the reader and teller.
Good stories are …
Entertaining. Good stories keep the reader engaged and interested in what’s coming next.
Educational. Good stories spark curiosity and add to the reader’s knowledge bank.
Universal. Good stories are relatable to all readers and tap into emotions and experiences that most people undergo.
Organized. Good stories follow a succinct organization that helps convey the core message and helps readers absorb it.
Memorable. Whether through inspiration, scandal, or humor, good stories stick in the reader’s mind.
The Storytelling Process
The age-long debate that whether Storytelling is an Art or Science drives some people crazy.
Let’s keep the debate to them.
As
far as my experience goes, storytelling requires creativity, vision,
and skill. It also requires practice. Enter: The storytelling process.
Painters,
sculptors, sketch artists, and potters all follow their own creative
process when producing their art. It helps them know where to start, how
to develop their vision, and how to perfect their practice over time.
The same goes for storytelling … especially for businesses writing
stories.
Why is this process important? Because, as an
organization or brand, you likely have a ton of facts, figures, and
messages to get across in one succinct story.
How do you know where to begin?
Well, start with the first step. You’ll know where to go (and how to get there) after that. 1. Know your audience
Who wants to hear your story?
Who will benefit and respond to the strongest?
in order to create a compelling story, you need to understand your readers and who will respond and take action.
Before
you put a pen to paper (or cursor to a word processor), do some
research on your target market and define your buyer persona(s). This
process will get you acquainted with who might be reading, viewing, or
listening to your story. It will also provide crucial direction for the
next few steps as you build out the foundation of your story.
2. Don’t let your core message to get overshadowed by the story
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Whether
your story is one page or twenty, ten minutes or sixty, it should have a
core message. Like the foundation of a home, it must be established
before moving forward.
Is your story selling a product or raising
funds? Explaining a service or advocating for an issue? What is the
point of your story? To help define this, try to summarize your story in
six to ten words. If you can’t do that, you don’t have a core message.
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3. Decide what kind of story you’re telling
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Not
all stories are created equal. To determine what kind of story you’re
telling, figure out how you want your audience to feel or react as they
read.
This will help you determine how you’re going to weave your story and what objective you’re pursuing. If your objective is to …
...
incite action, your story should describe how a successful action was
completed in the past and explain how readers might be able to implement
the same kind of change. Avoid excessive, exaggerated detail. This type
of storytelling is used mostly by brands to persuade the customer.
…
tell people about you, tell a story that features genuine, humanizing
struggles, failures, and wins. Today’s consumer appreciates and connects
to brands that market with authenticity and storytelling is no
exception.
… convey values, tell a story that taps into familiar
emotions, characters, and situations so that readers can understand how
the story applies to their own life. This is especially important when
discussing values that some people might not agree with or understand.
…
foster community or collaboration, tell a story that moves readers to
discuss and share your story with others. Use a situation or experience
that others can relate to and say, “Me, too!” Keep situations and
characters neutral to attract the widest variety of readers.
…
impart knowledge or educate, tell a story that features a
trial-and-error experience, so that readers can learn about a problem
and how a solution was discovered and applied. Discuss other alternative
solutions, too.
4. Establish your call-to-action
Your
objective and call-to-action are similar, but your call-to-action will
establish the action you’d like your audience to take after reading.
What
exactly do you want your readers to do after reading? Do you want them
to donate money, subscribe to a newsletter, take a course, or buy a
product? Outline this alongside your objective to make sure they line
up.
For example, if your objective is to foster community or
collaboration, your call-to-action might be to “Tap the share button
below.”
5. Choose your story medium
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Stories
can take many shapes and forms. Some stories are read, some are
watched, and others are listened to. Your chosen story medium depends on
your type of story as well as resources, like time and money.
Here are the different ways you can tell your story.
A
written story is told through articles, blog posts, or books. These are
mostly text and may include some images. Written stories are by far the
most affordable, attainable method of storytelling as it just requires a
free word processor like Google Docs … or a pen and paper.
A
spoken story is told in person, like a presentation, pitch, or panel.
TED talks are considered spoken stories. Because of their “live”,
unedited nature, spoken stories typically require more practice and
skill to convey messages and elicit emotions in others.
An
Audiovisual story is spoken aloud but recorded — that’s what sets it
apart from the spoken story. Audiovisual stories are usually in podcasts
or videos form, and with today’s technology, creating these stories is
more affordable than ever.
6. Start writing
Now it’s time to put pen to paper and start crafting your story.
With
your core message, audience objective, and call-to-action already
established, this step is simply about adding detail and creative flair
to your story. Read more about our storytelling formula to help you with
this step.
7. Share your story
Don’t forget to share and promote your story!
Like with any piece of content, creating it is only half the battle — sharing it is the other.
Depending on your chosen medium, you should definitely share your story on social media and email.
In
addition, written stories can be promoted on your blog, Medium, or
guest posting on other publications. Digital stories can be shared on
YouTube and Vimeo.
While spoken stories are best conveyed in person, consider recording a live performance to share later.
The more places you share your story, the more engagement you can expect from your audience.
Pro-Tip
One
of my favorite ways to develop a compelling story is to use “The Story Spine” formula created by professional playwright and improviser Kenn
Adams.
Pixar has used this story structure to create so many films we know and love today.
It goes:
Once upon a time, there was [blank]. Every day, [blank]. One day [blank]. Because of that, [blank]. Until finally [bank].
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The Story Spine — Emma Coats
Give the Story Spine a shot to help develop a truly unique story to tell.
In Conclusion
Today, it's difficult to find a successful brand that does not have a good story behind it.
Stories provide meaning, create context and evoke a sense of purpose.
Most
humans are more receptive to stories than compared to facts or data as
stories help us relate, empathise and remember. This is why more
businesses are increasingly recognizing the importance of storytelling.
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