Once Upon a Time
By Courtney Benevides
At a time when social media and bloggers rule the roost, the opportunity to tell a story is available to anyone, and that can be a good and a bad thing. Storytelling is the foundation of human interaction and is absolutely essential to communication.
Creating brand awareness by evoking emotion is certainly not the industry’s best-kept secret. An organization cannot simply churn out empty content and expect people to not only remember it, but also feel it. An emotion resonates far longer than a flash-in-the-pan memory, therefore the key is to differentiate between content and content that tells a story.
Whether a simple Tweet or a lengthy feature piece, the idea is for the message to be heard – no easy feat in today’s saturated world. Consumers can barely hear their own thoughts amidst the chatter and clatter in our hyper-connected world, so to be heard you’ve got to raise your voice. And by raise your voice, I mean tell a great story.
So in the name of Shakespeare, Walt Disney, J.K. Rowling and Bruce Springsteen, here are some storytelling tips that go beyond “Once Upon a Time”:
Know your story and be prepared before you tell it. Create a central focus, develop meaningful questions and storylines around that focus and conduct detailed interviews to drive unique and personal narratives.
Cultivate characters. Call out the important characters in your story and bring them to life. To build a brand through emotion, customers must be able to understand and relate to the story’s central players.
Leave room for interpretation and the next chapter. The customer must participate in the story to garner emotion from it, so leave room for them to do so by never telling the story in its entirety. The idea is to tell a story they will want to keep hearing.
Perhaps there is no right way to write a story. So don’t write it. Get In. Get Going. And tell the story.