Whether you’re writing a short story, book, or a sales page for your website, holding your readers’ attention is your main goal.
We all love stories. They have been and are a huge part of what makes us human. Storytelling predates writing and is the oldest communication ethos, from as far back as humans can remember, and it is what connects humanity. Though a powerful and essential aspect of your everyday life, storytelling is often untapped, especially as a career tool. The power of storytelling needs to be utilized in your marketing and communication strategy. When done well, storytelling can produce lucrative results. With that said here are four elements to focus on when tapping into the power of storytelling.
CLARITY.
Every person and business has a story to tell. However, the challenge for many is to communicate their stories in a way that’s effective and captivating. This is why one of the first exercises I usually walk my clients through is getting clear on who they are and what makes them unique. When your brand is built on the foundation of what makes you unique, it helps to distinguish you from everyone else.
RELEVANCE.
We live in an age, where we are bombarded by an overwhelming amount of content daily. This often makes us feel overwhelmed and oversaturated with information. Hence, the reason you want to have relevant one-on-one conversations with your audience. In your career, the ability to tell a good story will be your competitive advantage and keeps you from blending into the noise.
YOUR AUDIENCE.
Your audience is more than just data. Get to know them by embracing their common humanity. Really listen to your audience then use what you are hearing to cut through the noise. Get to know your audience by understanding their real desire. Brands that tap into their audience’s emotions understand the true currency of storytelling.
CONNECTION.
Studies show that humans naturally connect to stories on both a psychological and physiological level. Stories affect the brain in a much deeper way which makes it a powerful communication. There is a reason we cry, get mad, or laugh when we watch our favorite characters. The best stories tap into your emotions and cause you to genuinely connect with the characters you relate to. Hence, the goal is to share your story in a way that resonates with others.
SHOW DON’T TELL.
One way to make your stories more effective is to use visuals. Think about it, several pages of text isn’t always the most compelling. However, when you add a few visual imagery, it helps to enhance the story. Our brain may process stories faster than data, it also processes images faster than text. Therefore, you want to diversify your narrative by adding compelling imagery with the written word. Remember what they say, “a picture is worth a thousand words.”
