Creating and sharing stories is something we have been doing since earliest of days. It’s about sharing our experiences with others, letting them know what we did with our time.
Now here’s the thing, not everyone knows how to tell a great story. For some, best case scenario is to invest in audiobooks and expert books but these can be expensive.
So to help you out, we have gathered some great tips for you in this post.
But before we kick off, I wanted to quote Seth Godin here,
Marketing is no longer about the stuff that you make, but about the stories, you tell.
Make them short:
Your target audience is no more interested in reading or watching stuff that takes more than 3 minutes.
Stick to the main points of your story. Set it up, show where is the conflict or talk about the pain point you are trying to solve, provide the solution.
I understand that sometimes you have more information that is equally important but try to avoid stuffing it in your content.
Remember always, that you can share it again next time you are writing a blog post, creating a video or simply sharing a Facebook post.
Try to make it personal:
I remember watching this wonderful video featuring the ever impressive Kevin Spacey who talks about six words that can change everything when it comes to storytelling.
Six words that he says can help companies go beyond their competition and help gain the attention of everyone in the room. And these words are
Let me tell you a story!
Think about it, as soon as you tell someone that you have a great story, everyone looks up to you. They want to know what’s so interesting that has you so excited and eager to share your story.
You should try to be personal in your online content as well. When you talk about yourself or your business in the same shoes as your customers, the message resonates better with them.
Be funny – it works:
Every now and then, it’s good to start with humor. It entices your audience and helps them remain engaged with you.
Many brands have used humor in their explainer videos to attract and engage customers. CEOs even use humor when they are about to present their new products or services.
One of the best examples here will be that of Late Steve Jobs, who at one of the most monumental moments of Apple, made a slight joke about the first ever iPhone. Here’s the clip:
Here’s another video that talks about Farts. Yes Farts, one of the most uncomfortable stuff to talk about and Men’s Health, a popular men’s fitness and health magazine created a wonderful video using humorous elements. Check it out:
The need for authenticity:
With years and years of brands trying to shove their products and services on their customers, everyone loves authenticity. Here’s one of the latest examples where authenticity has worked:
In this advertisement, the brand plays out a fictional scenario where Junior who has used flashy ads and sex appeal gets confronted by his dad who wants to rely on traditional values and the taste of the burger.
Carl’s Jr had recently come under fire by consumer groups for its 15 years old marketing campaigns where they relied on controversial and much-maligned ideas using models Emily Sears, Charlotte McKinney and Genevieve Morton.
Storytelling in business must always be authentic. It is not worth the backlash on your credibility to make up stories or to spin the truth.
Find out what your target audience wants and what they think about you, integrate it into your content for better storytelling in your online content.
And remember, the saying – ‘don’t let the truth get in the way of a good story’ does not apply with authentic business storytelling.
No, I am not going to give you a physics lesson (I wouldn’t know how to give one) but understand that it’s important to maintain a momentum in your story.
Whether it’s an explainer video or a promotional video, make sure that you say it all fluently, in a pre-defined structure so that your audience doesn’t lose interest.
Now this also doesn’t mean that you go very fast like rolling stone over the edge of the mountain. A story should have a lot energy, move briskly and shouldn’t be interrupted by anything useless.
Here’s something we made for one our clients, Varselor, we wanted to explain how their business works and we did it in just 1:45 minutes.
Whatever happens, never underwrite the power of storytelling. Consider this, Amazon purchased Twitch.com for $970 million. Twitch.com is a platform where gamers can livestream themselves playing videogames. In 2015, it was reported that Twitch.com had more than 1.5 million broadcasters and had the monthly traffic of 100 million visitors. This shows that if done properly, anything can be entertaining as shown by Twitch where gamers use funny remarks, react with the game story etc.