This is a very vast topic, which has no beginning or end. Storytelling is weaved into the human DNA that we cannot and have not, in the past, lived without stories. From the first printed story, carved on stone pillars (Epic of Gilgamesh, Wikipedia) to the news you are now listening to in BBC sports – human beings. Well, would it be an overkill if we started with Eve telling Adam the story of the apple.
So, every marketer today is invested in the different storytelling techniques out there to sell the story and eventually sell the product. Let us take at a look at the few basics you need in storytelling.
Why associate your product with a story? The comedy show ‘Losing-It’ has a different take on it – but the fact that got unveiled was that – the success of the story of ‘Harry Porter’ was such that there now is a 9 ¾ platform at King’s Cross Station, London. That is the power of a story.
What is the recipe of a compelling story?
Plant a question in the minds of your audience. This is vital because while your audience is constantly and unconsciously searching for stories, if you fail to get them hooked in the first couple of minutes, you have lost them forever.
Establish a point – While people are interested in stories 😊, nobody gives a damn if you are just talking about your daily share of wisdom. Influencers like Gary Vaynerchuk are such a huge hit that with each speech, they prove so many points to their audience. Ensure that your story has a point that the reader can take home.
Be relatable – You lose attention if your audience cannot relate to what you are speaking. So, track down your audience, step into their shoes, learn their language and be relatable. If you are Jamila Jamil helping women come out of societal boxes or Natgeo travel, you need to understand the language, life and digital footprints of your audience to be relatable.
Details that take your audience on a tour – There is a fine balance between how much detailing you do depending on the audience and your story. Your gauging scale should be that the reader has started the journey with you and travelling with you as you move. While people inherently love drama – too much of details would take them on a detour.
Context- While considering context is sometimes constraining, it can be interesting of you introduce it well and with a twist to the tale. For example, the video of the doctor spending a good 10 minutes to give a shot to a baby got considerable coverage. 1. Babies cry when given a shot. 2. Doctors are mostly serious. Given the context, when a doctor plays with a baby to give an injection that the baby doesn’t even notice – it is a story that captures attention.
Honesty – Your content takes your language and voice to speak to your reader. So, when you mix it with your personal experience and stories, it packs in a lot of the above mentioned points – it becomes relatable, the audience get hooked, it establishes a point and so on.
Leave the audience wanting for more. Everything is enjoyable in moderation and that rule applies in storytelling as well. Tell your story, tell it well – but tell it only so much that your audience will wish they get to hear a little more. 😊 and that is the best point to wind up this article with.