What is Storytelling?
It’s a way of transmitting a message in an entertaining and memorable manner. Stories allow us to capture our listeners’ attention, but they also make it more likely that they will remember what we are telling them.
The world of Communications has changed. People are facing an increasing shortage of time and an increasing range of choices. Technology has enabled us to control what we see, hear and do more than ever before. Today people won´t spend time with messages that interrupt. Instead they spend time with ideas that engage.
We believe that today Storytelling is both a powerful and necessary way of communicating. Stories are illustrative, easily memorable, and allow any firm to create stronger emotional bonds with the customers.
A good story facilitates and encourages people to pass along a message. It stimulates word-of-mouth.
It’s not about what you want to say. It’s about what you want your audience to remember and share.
Tell a story about a brand or person instead of this brand or person talking about themselves.
This is called: Third party endorsement. It makes a story more credible, more objective and more likely to be shared and commented upon.
Elements of a good story?
You have to catch your audience’s attention. The content, context or tone and way you tell the story have to make people go “Wow”.
Tell the story in such a way that people can easily remember it. Don’t use too many complicated words, don’t give too much information. Make your audience curious to learn more. Make sure your story sticks.
Don’t ever tell a story about “our company” or “the brand”, but make it personal. The story’s content also has to be personal. You can’t talk about the founder of the company and all the things he did without playing a part in this story yourself. Somehow the story has to be about you, in relation to the company.
The story has to be true. You can’t make it up. Of course you can add elements to the story to make it more interesting for people to listen to and easier to remember, but it has to be true.
Adjust your story according to the audience. If you are talking to students about a brand that is targeted at mothers for example, don’t expect them to feel the same way a mother would. So appeal to other emotions.
Anneke Brouwer Systemic – Dialogic Speaking Coach | Executive Voice Expert | TedxInsead Coach | TEDxWassenaar Organiser
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