5 Key Elements Of A Great Story | Storytelling

Storytelling is an intrinsic part of our humanity.

Stories shape us, they define us, and they help us connect to one another.

A good story has always been a part of successful marketing campaigns, right? However, they have never been more important than right here and right now.

Why is this about Storytelling?

Social media, globalization, and the gig economy make the small business space busy and LOUD. To be heard and listened to today, it’s important to stand out from other businesses in your industry and marketplace.

More than ever, your audience is looking to be inspired and engaged. They don’t want empty promises or platitudes. They are interested in authenticity and real connection. And they need to connect emotionally with the product or service you are selling and want to trust the brands they interact with.

Storytelling can help take your brand from good to great.

 

Here are some of my TOP TIPS on how to make your stories stand out:

1. Identify the hero of your story. Typically, this is someone who thinks and acts like your ideal customer. They will share similar values and interests and be relatable.

If you are unsure who your ideal customer is, look at my free download, The Customer Persona Worksheet. Understanding WHOM you are targeting with your marketing (and WHERE to find them) is amazingly helpful information.

2. Determine what problem you solve. You know the products or services you sell are great, but how will you inform prospective customers of that without coming off as sales-y or pushy?

Conversational stories (i.e., not full of facts and stats) help to do this.

Some of the best stories are testimonials that take a less formal or structured approach in their telling.

3. Present yourself as a guide who is there to help your ideal customer by solving a problem or concern they have. You understand WHY your customer wants to solve this problem – and you have a straightforward solution to help them do just that. But you need to do it gently, slowly, and consistently.

Remember that people are looking for their problems to be solved. But, they do not want to be sold to. This is a subtly nuanced skill that takes time and practice to develop. However, the results will be so worth the effort!

 

4. Draw on real-life examples to tell the story of how your hero accomplishes their goal (i.e., has their problem solved). The more relatable and honest the example is, the better. It’s okay to play on some vulnerability and create an emotional response. In fact, I encourage it!

The best way to get your audience emotionally invested is to incorporate words that inspire a sense of curiosity, urgency, and trust.

For example, try using any of these words in your next story:

• secret, behind-the-scenes, inside scoop
• magical, remarkable, freebie
• uplifted, supported, fulfilled

How do these words make you feel? Now it’s your turn. Think of words that inspire you, that encourage you, or that make you feel safe. Write them down, and then, the next time you write copy for your social media posts, integrate emotionally charged words to create more impact with your readers.

5. Leave people wanting more. The best stories don’t give away the entire cookie all at once! You want to tease out some information and inspiration gradually, but you want people to return for more.

Always ensure that what you share is valuable to your reader (i.e., it considers their interests, needs, and desires), but don’t give away all of the value all at once.

Storytelling for social media marketing is designed in “installments” or chapters.

Your goal is to hook your readers, leave them guessing a little bit, and get them interested in what is coming next.

There you have it! These are just a few of the key elements I incorporate into the storytelling I use for my own business and for the small business clients I write for.

I encourage you to Use Your Voice and Make An Impact.