Story telling can be defined as the art of telling a good story. By good, we mean interesting and by interesting, we mean that can attract and retain customers. This art can not only make you very popular in these very competitive times but also help you with your brand image and reputation. For marketing today, I’ve decided to give you five good story telling strategies that will take you to the top.
Strategy #1: Know everything about the place, the people and the goal.
Ask yourself some basic questions. Who are you going to talk to ? Who is coming to see you ? When ? Where ? Is it a conference or from a distance ? Is it at an exhibit ? By finding the answers to these questions, you will be able to get a list of all the parameters to take into consideration and you will be able to build your presentation by making sure that you are telling a story that is captivating enough for your target. It will not only help you to define your story on some major details (tone, kind of story, language, etc.) but also allow you to learn about your skills as a story teller and see how relevant story telling is for your projects.
Strategy #2: Use reality as your inspiration.
Creating a story can be very challenging since not everybody has a great sense of imagination or a lot of time devoted to research so why don’t you dig into reality ? You can find some great examples from your own personal experience or from famous public figures. You can use anecdotes or refer to a problem that all of us know. People love the sense of proximity, especially when you are telling a story that is inspiring and that speaks to every fiber of their body. By touching people’s hearts, you can have an impact on their thoughts and desires. Some of them might even feel so emotionally connected to you that they might relate to your experience and might want to know more.
Strategy #3: Use the four elements of Story Telling to maintain your audience’s interest.
It’s all about a character, a problem, an action and a solution. It’s a simple scenario : a character has a problem so he or she will do something in order to find a solution.
The story about Mary I used in this post is about someone who is using storytelling. This post is about storytelling. Mary has a hard time coming up with ideas for a story. She decides to get inspiration from her own world and writes a personal story, which turns out nicely. In this post, I’m advising you to get inspiration from your own world and make sure to add a personal touch to a story. The story about Mary aligns with the message of this post. Once your message, conflict and cast of characters are all in place, it is time to think about how your story should progress.
The flow of the story and its events are vital to the audience’s experience. Given the fact that we can only tell one thing at a time, and that a story exists only as a progression of events within a given time span, the sequence of events needs careful consideration. It must have a precise structure to propel it forward and maintain audience interest.
Strategy #4: Make sure the message gets to your audience by creating your own atmosphere.
Your success as a story teller depends on your presentation. Of course, your voice has to be clear and you have to know how to use your body to express ideas and insist on some parts of your story but you should include some other elements that will help you. We are talking here about great power point presentations, beautiful pictures, slogans, background music, moments of silence… Even the lights of the place from which you are telling a story can help you amplify your message. Think about your presentation as a movie that you are starring in, producing and directing all at the same time.
Strategy #5: Find the best End.
Your conclusion has to memorable. It has to be the cherry on the cake. It has to make an impact on your audience. It can be provocative, funny, sad, emotional as long as it creates a bound with the audience. Think about a political leader delivering a speech or an actor getting an award : their last words are the most important. They will justify the whole story that they told and they will get a reaction for you.
Storytelling doesn’t have to be a ‘grand thing’. There are many ways to implement it. Draw inspiration from your own experiences and write stories that fit the message of your choice. Don’t be afraid to get personal and don’t be afraid of people’s reactions : it is part of the game. And don’t be afraid to rehearse, especially in front of people who don’t know you : their honesty is a privilege that you should not pass. And look at people who inspire you.
My all time favorite story telling moment with Joan Juliet Buck from Vogue :