The ability to tell a story is an art; who hasn’t been stuck at an event where they’ve been forced to listen to an anecdote that was better in the speaker’s head? But while bad ones are a dime a dozen, coming up with a good story can be a daunting challenge.
Those who can spin a narrative to entertain us are the life of a party for a reason – their stories are naturally engaging and leave the audience wanting more. We find this with businesses as well. Companies who share stories that connect with us personally or align with our values are more likely to capture our loyalty as customers.
But how do you craft one that is compelling?
There are a few basic components which include character, theme, plot, setting, conflict, and tone. These are the standard building blocks and are a great place to start – as with any piece of writing, they will guide your decision-making process and help get your initial inspiration.
But while these elements are the foundations of a story, there are other aspects businesses need to be aware of to make that story a good one:
KNOW WHAT YOU’RE SAYING
Too often, businesses have a bottom line or piece of data that they want to convey but have no idea how to say it. This can actually stem from the fact that they don’t know what they want the audience to learn – not really.
By considering what your true purpose and message are, one that is larger than your product or statistic, you can find your true voice and the heart of your story. It’s why brands like Under Armour and Santander have such success with their marketing when they share other people’s stories; they are looking at their wider purpose to help shape culture and go beyond just selling t-shirts or mortgages.
BE AUTHENTIC
This sense of purpose also makes authenticity come naturally. Audiences don’t want to be sold to – particularly when it’s done overtly – and will switch off when they feel that something is up. Consider how you like being communicated with and try to incorporate that into what you’re saying; let go of technical jargon, sales lingo, and clichés and speak from the heart.
MAKE ME CARE
Importantly, tales are not simply facts, figures, or lists. Data can – and should – be interwoven with a narrative, but statistics alone do not make a story (let alone a good one).
The best stories keep audiences invested from the get-go, whether that’s through compelling characters, dramatic tension, or providing a valuable lesson. When you address someone’s needs, concerns, or problems, you are more likely to get them on your side. According to Psychology Today, neuro-imagery shows that we are more likely to use emotions rather than information when it comes to evaluating brands. If you are able to find the human elements of your information and bring it to life, people will listen and engage – even if you’re talking about something like printers.
SHOW, DON’T TELL
As Pixar’s Andrew Stanton says, ‘don’t give them 4, give them 2+2.’ When telling a story, you are in the driving seat – you have the opportunity to control the narrative and manage how information is being presented. Rather than just spelling out your point, take the chance to bring your audience on a journey. Instead of racing to your final destination and message, get them to understand how you got to it. The ‘why’ and ‘how’ are far more interesting than the ‘what’ itself!
Ultimately, compelling stories are ones that speak to us on a deep level and address a need. They come from an authentic place, taking us on a journey to understand a wider message or lesson. Brands that can properly use these elements to share their purpose will always be able to communicate well with their audiences.
This is the latest in our Art of Storytelling series – a celebration of storytelling in the run-up to our annual employee engagement conference, ‘Stories That Inspire’. To learn why telling stories is an important tool for businesses, click here.
