One of the best ways to keep your audience captivated is through suspense. Adding new elements to the story makes your brand stand out and reinforces your brand identity, and science has shown that people remember multisensory experiences better. Spice it up with infographics, video clips, sound bites, colors, patterns and anything else to accentuate the experience for the audience. Melissa Kandel, little word studioĭon’t write a catchy headline and copy and leave it at that. The more you take in, the more you’ll augment your ability to translate the world in new and fresh ways. Listen to stellar podcasts or musical masterminds. Check out acclaimed movies, masterful plays or imaginative comic books. Reading a good book will make you a stronger writer, but variegating creative outlets will also help you better understand the subtleties of storytelling. Consume Content From Various Creative Outlets For target groups that are meant to be inspired, try testing different images-images with one person versus images with a family, for instance-to accompany your story. If your target group are thinkers, the currency is logic and numbers to make a point. Kenneth Kinney, Ai Media Group, Inc.įor instance, if your target group is opinionated, the typical currency is charm. Taking a marketing hat off and putting a customer service or sales hat on can help you tell stories that better articulate the actual concerns of current customers as well as future ones. Too often, storytelling becomes only about marketing the brand with stories that are layered in too much “features and benefits” rhetoric. Listen and focus on solutions to customers’ unique problems. ![]() Analyze what emotional hook your story has, find the heroes in the story and create a piece worth reading or watching, even if it’s an ad for a “boring” service or product. Whatever you’d like to get across to your audience needs to provoke some kind of emotional reaction. Taking the time to create content that shows a true understanding of the customer over sales-driven messaging leads to stronger connections and greater success. To effectively reach the modern consumer, especially with the challenges we are facing today, a successful storytelling strategy should involve empathy. The story wasn’t the Super Bowl it was the guy who spent all day lining the field or sewing the football. The story wasn’t the hurricane it was the person who rescued the dog in the middle of the flood. We were always required to find the story behind the story. ![]() I spent 15 years as a TV anchor and reporter before moving over to corporate PR. ![]() Kelly Vaught, BeCore Experiential Marketing Writing for various age groups with differing backgrounds and interests allows me to stretch my skills, taking me outside of my comfort zone and familiarity to look at and dissect things from various angles. One way to improve storytelling skills is by writing for a diverse audience. Human connection is the goal when telling any story. We shouldn’t gloss over the hard truths as we communicate, as that is what connects us to others. You can use it to draw an audience in, and it also makes a happy ending even more uplifting. This is a mistake, as conflict or hardship can be a powerful thing if embraced. Do I qualify?Īs storytellers, many shy away from touching conflict. ![]() Stacy Sherman, Customer Experience Expertįorbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Pay attention to what your heart reveals and speak from that place. Here’s a tip that my mentor taught me: Lower your chin to your chest. The more authentic your message comes across, the greater the chance you’ll impact the audience and leave a lasting impression. Ramp up your storytelling by speaking from your heart while using your brain for the facts and figures.
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