“Great minds discuss ideas; average minds discuss events; small minds discuss people.”
They say everyone has a story to tell. Not everyone however can tell an engaging story. Great storytelling is an art that can be improved by practice and by understanding what you are trying to do. It does not matter if you are a large brand, an individual or a charitable organisation, at some stage you will need to share your story.
I have always found a good place to start your storytelling is to think about the three fundamentals of all great storytelling, which I have listed as follows.
“Live as if you were to die tomorrow. Learn as if you were to live forever.”
Fundamental to great storytelling is the ability to share a new insight with your audience. This insight needs to be relevant to your audience. No point in telling them about particle physics if they have no interest in this area. Understand what matters to your audience and tailor your story to their requirements. The best storytellers know what it is about their story that will interest their audiences.
“People rarely succeed unless they have fun in what they are doing.”
When I use the term “laugh” I mean “entertain” your audience. You can use humour or drama or any other way you choose to entertain your audience. The way you tell your story not only educates your audience it also entertains them.
With so much diverse content available online it is the brand storytellers who understand that they are also in the entertainment business who will thrive most.
“All emotion is involuntary when genuine.”
This is the hardest part of storytelling, it is an intangible feeling that makes your audience answer your call to action. It is usually triggered by an connection with your audience on an emotional basis.
Think about what part of your story will matter to your audience. You are not only trying to convince them with logic you are also appealing to their emotions. You want them to really care about your story so they will share your content with their network and want to engage further with you.
Bringing It All Together
“Great things are done by a series of small things brought together.”
Vincent Van Gogh
None of these elements work independently to create great stories. You need to tell stories that share new insights with your audience. The stories need to be told in an entertaining manner that appeals to your audience on an emotional basis. Mastering this will start you on the road to great storytelling.