How to have a Great Storytelling for creating Unforgettable Content

• May 12, 2023
• Jesandy
• no comments

One of the essential components in creating compelling content is employing effective storytelling techniques. My research has led me to discover an article (Lessons from Master Storytellers) that aptly demonstrates the crucial role of storytelling in captivating and engaging our target audience.

The article presents a variety of successful writers, such as JK Rowling, Steve Jobs, and Pixar, as prime examples of the power of storytelling. After conducting my own research and analyzing the aforementioned examples, I have summarized the key elements necessary, easy to understand and use directly for making a good content. Number #1 start from:

Clarifying Your Story’s Purpose

An essential component of great storytelling is the clarity of purpose. The storyteller must be deliberate in defining what they are trying to achieve with their story and the desired outcome they wish to achieve. It is crucial to determine if the purpose maybe is just for information only, to inspire, change mindsets, etc. By defining the purpose clearly, the storyteller can better craft a narrative that engages the audience and achieves the intended goal.

Story Spine

Story spine is a storytelling technique that provides a simple structure for creating a narrative. The story spine consists of a series of prompts that help guide the narrative arc of a story. The prompts typically follow a “cause-and-effect” sequence and are as follows:

Once upon a time…
And every day…
Until one day…
And because of that…
And because of that…
And because of that…
Until finally…
And ever since then…

Kenn Adams – commonly used in improvisational theater

By following these prompts, You can develop an engaging story that builds towards a satisfying conclusion. The story spine provides a framework for creating a story with clear beginning, middle, and end, while also allowing room for creativity and spontaneity.

Example:

Once upon a time, there was a shy and introverted teenager named Lily. And every day, she struggled to make friends and fit in at school. Until one day, Lily discovered a hidden talent for painting. And because of that, she started spending more time in the art room, honing her skills and expressing herself through her art. And because of that, she began to gain confidence and started sharing her work with others. And because of that, she started making new friends who appreciated her talent and saw her in a new light. Until finally, Lily held her first art show, showcasing her paintings to the whole school. And ever since then, Lily continued to pursue her passion for painting and found a new sense of belonging and purpose in her life.

Focused on the Audience

Every great story that will lead to great content is created with a specific audience in mind. The audience can be a particular demographic, group of people, or individuals who have specific interests or preferences.

By understanding the audience, the storyteller can tailor the language, tone, and narrative of the story to appeal to them. The audience becomes an active participant in the story, rather than a passive observer, and is more likely to connect with the characters and themes.

Let’s say you’re writing a story about a detective solving a mystery. If your audience is primarily children, you might use simpler language and a more straightforward plot. For example:

“Detective Amy was on the case. She followed the clues to the spooky old house on the hill. Inside, she found a strange note and a mysterious key. With her trusted partner, Max the dog, by her side, she solved the puzzle and caught the thief.”

On the other hand, if your audience is primarily adults who are fans of the mystery genre, you might use more complex language and a more intricate plot. For example:

“Detective Amy had seen it all, but this case was different. The clues were few and far between, but she knew there was something deeper at play. As she delved into the shadowy world of organized crime, she found herself caught in a web of deceit and danger. With her sharp wit and years of experience, she unraveled the mystery and brought the criminals to justice.”

Central Character

A central character is a key element in great storytelling. By creating a character for the audience to connect with, the content creator can provide an engaging and immersive experience. The audience wants to experience the character’s highs and lows and admire them for trying, not just for their successes.

When telling a story, it’s important to name the character specifically and avoid referring to the company as a whole. For example, instead of saying “we worked with IBM,” give the client or customer a name and function, such as Alex, Head of Technology at IBM.

When telling stories about products or brands (Read also: The Importance of Brand Development), focus on the how and why of the character’s journey, not just the what. By following these guidelines, storytellers can create memorable and impactful narratives that resonate with their audience.

Capture using a Hook

Using a hook is a powerful technique for capturing the audience’s attention and drawing them into the story. To maximize the impact of the hook, it’s important to build in contrasts by describing the reality first and then painting a picture of the potential future. This creates a captivating narrative that keeps the audience engaged and invested in the story.

Example how to use hook in a story:

“We were facing a daunting challenge. Our client needed a new marketing campaign in just two weeks, but we had no idea where to start. That’s when I remembered a technique I’d read about in a book. It seemed crazy, but we decided to give it a try. And you know what? It worked. In just 10 days, we created a campaign that blew our client away. They had never seen anything like it before.”

In this example, the hook is the phrase “It seemed crazy, but we decided to give it a try.” This creates a sense of intrigue and draws the audience in, making them want to learn more about the technique and the outcome of the story.

Creating Suspense

In storytelling, creating suspense is essential to keep the audience engaged. This is often done by introducing conflict or unexpected obstacles that the characters must overcome. Without these elements, the story may lack excitement and fail to capture the audience’s attention.

To build suspense effectively, it’s important to create a sense of anticipation and tension that keeps the audience wondering what will happen next. This can be achieved through carefully crafted pacing, use of dramatic pauses, and strategic placement of cliffhangers. By using these techniques, the storyteller can ensure that the audience stays engaged and invested in the story until the very end.

For example, a company might tell a story about how they had to overcome a major obstacle in order to launch a new product. The story might begin by setting the stage, describing the company’s goals and the challenges they faced. As the story unfolds, the audience becomes invested in the outcome, wondering if the company will be able to overcome the obstacles and achieve success.

To build suspense, the storyteller might introduce unexpected setbacks, such as a key team member leaving the project, or a critical component failing to meet specifications. These obstacles create tension and uncertainty, making the audience wonder if the project will ever be completed.

Finally, as the story reaches its climax, the company triumphs over the obstacles and successfully launches the product. The audience is left with a sense of satisfaction and accomplishment, having followed the journey of the company and shared in their success.

The Climax

In order to keep the audience engaged, it’s important to build up to a climax in your story. To create this sense of excitement and anticipation, introduce high stakes that give the audience a reason to care about the outcome. What’s at risk if the character doesn’t succeed? By raising the stakes, you can create a more compelling narrative and keep your audience hooked until the very end.

Example:

Let’s say you’re telling a story about a team of astronauts who are on a mission to save the planet from a catastrophic asteroid. The stakes are high – if they fail, the asteroid will collide with Earth and wipe out all life as we know it. By emphasizing the high stakes of the situation, you can create a sense of urgency and tension that will keep the audience engaged and invested in the story.

A Big Reveal

This principle emphasizes the importance of the big reveal or resolution in a story. After building suspense and creating a climax, it’s time to show how your character overcomes the challenge. By doing so, you create a sense of relief for the audience and allow them to fall in love with the character and admire you as the storyteller. It’s crucial to show rather than tell, using visuals of your product or the character’s relief to create a powerful impact on the audience.

Example:

If the story is about a non-profit organization that helps disadvantaged children, the climax could be the successful completion of a fundraising campaign. The big reveal could be a visual presentation of the new school supplies, books, and uniforms that the children will receive thanks to the donations. The audience will feel relief for the children and fall in love with the organization and its cause.

Simplicity is The Key

When it comes to storytelling, simplicity is key. To keep your audience engaged, trim out any unnecessary details and backstory that might confuse or bore them. Avoid overwhelming the audience with too much information or technical jargon and keep your sentences short and clear. Remember, simplicity can make your story more significant and memorable.

For example:

Let’s say you are presenting a case study on a marketing campaign that your agency executed successfully for a client. You could simplify your message by focusing on the key insights and results of the campaign, rather than getting bogged down in the details of every tactic that was used. You could also use a specific client representative as your central character, and describe the challenges they faced and how they overcame them. By keeping the story simple and easy to follow, you can ensure that your audience stays engaged and retains the key takeaways from your presentation.

Put some Emotion

The last one, to truly connect with your audience, it’s important to create emotion in your story. This can be achieved through various methods such as using powerful imagery, revealing personal experiences, or creating tension in the narrative.

Emotion allows the audience to become invested in the story, and can lead to a stronger connection with your message. Remember, the more emotionally invested your audience becomes, the less critical and objective they may be, so use this to your advantage to drive your message home

Example:

Let’s say you’re a marketer for a nonprofit organization trying to raise awareness about the importance of clean drinking water in developing countries. To create emotion in your story, you could start by painting a vivid picture of what life is like for people who don’t have access to clean water – the illnesses they suffer, the long journeys they have to take just to get water, and the impact it has on their daily lives. You could then introduce a specific individual or family who has been directly affected by the lack of clean water, and share their personal story in a way that tugs at the heartstrings of your audience. By the end of the story, you want your audience to feel emotionally connected to the cause and motivated to take action.

In conclusion, effective storytelling is an essential component of great content creation. Have a great storytelling requires a clear understanding of the purpose of the story, a targeted audience, a central character, and the use of hooks and suspense to engage and captivate the audience. By following the techniques and strategies outlined in this discussion, content creators can craft engaging and impactful narratives that resonate with their audience and achieve their intended goals. With a well-told story, the audience becomes an active participant, emotionally invested in the narrative and the characters, leading to a memorable and rewarding experience.