The great challenge of our time is to attract and retain people's attention. We live in a world where people are bombarded with information and, in turn, there is a shortage of attention. In this scenario, storytelling has been a powerful tool for engaging, connecting people and retaining attention.
According to Carmine Gallo from the book “ Storytelling ”, “[...] We tell stories to convince investors to support a product. We tell stories to educate students. We tell stories to motivate teams. We tell stories to convince donors to write a check. We tell stories to encourage our children to reach their full potential.”
What is storytelling ?
Storytelling , in its essence, refers to the art of telling stories in an engaging, persuasive way, so that the message is conveyed in an unusual way. Or rather, in an unforgettable way.
Since the dawn of humanity, stories have been the most effective means of transmitting knowledge, values and experiences from one generation to the next. When done well, storytelling creates an emotional connection with the audience, capturing their attention and creating lasting memories.
Our memory has triggers, some of these triggers are:
- Emotion : Our memories are often more vivid and lasting when they are associated with intense emotions. This is because emotion activates areas of the brain that help consolidate memory.
- Repetition : Repeating information or an experience helps reinforce memory. This is a foundation of learning and can occur through constant review or repeated exposure to an event.
- Associative memory : Associating a memory with a specific place, song, or smell can help you recall it more easily. These sensory and contextual triggers help you access and retrieve memories.
- Narratives : Telling a story that combines emotion, repetition, and sensory elements can make memories richer and more memorable. Well-constructed narratives leverage these components to create more immersive and meaningful experiences.
These triggers help you understand why some memories are stronger or easier to recall than others. They are key to effective storytelling techniques and teaching strategies.
This is why we can often remember more details about a film we just saw than a class, a conversation or a meeting we just had. Because the information was presented in a narrative format.
Where can it be used?
Storytelling is not only used to tell fairy tale stories. It can also be used for communication of any kind and in any area of life, such as:
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In communication on social networks
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Internal communication of a company
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Positioning of a politician or public figure (what they say, how they dress, how they act, etc.);
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News presentation
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In lectures and presentations
· In videos recorded for courses or YouTube.
Everything is storytelling !
How to use storytelling ?
Storytelling can be used for written and/or spoken communication. To create a good storytelling, some important points are necessary:
1. Ensure that you are being heard: Does your interlocutor want to listen to you? Are they prepared for this? There is no point in talking about an important subject if there is no one to listen. So make sure that you are being heard, that you have received the minimum amount of attention to begin your narrative.
2. Nonverbal elements : Body language, tone of voice, and even the surrounding environment play a crucial role in how your story is received and understood. Everything communicates and everything needs to be aligned with your story. You also need to ensure that none of these elements steal the attention of the other person.
3. Paradoxes and Conflicts: Introduce paradoxes and conflicts to create tension and maintain interest. This helps make the story more dynamic and engaging.
4. Moral of the Story: Present the moral subtly, without imposing it. Allow the audience to interpret the message on their own for a more meaningful impact.
5. Rhythm: The rhythm of a story can be influenced by repetition, variation in sentence length, and intonation of the voice. These elements help keep the narrative flowing and interesting.
6. Characters: Develop characters with good and bad traits. Narrate in the first person to increase audience engagement. Remember that the egocentric self hinders the story, while the vulnerable/humble self gives strength to the story.
7. Suspense: Create suspense and provoke questions from the interlocutor. This generates curiosity and captures attention.
8. Structure/architecture: Use methodologies such as Campbell's Hero's Journey, which offers a classic structure for creating engaging stories (often used in films such as “The Lord of the Rings”, “Harry Potter”). Or other approaches such as personal achievements, journeys or missions, and historical events.
9. Theme: Clearly define the theme of your story. The theme should be clear to both you and your audience. A well-defined theme serves as the basis for the entire narrative.
10. Emotion: Build an empathetic connection with your audience. Emotions help create a deeper connection and make them unforgettable (remember that it is one of the essential elements to activate memory).
11. Context: Provide the necessary context for your audience to understand the situation or setting of your story. Good context adds depth to your narrative.
12. Information: Include information that encourages your audience to take action or reflect. This helps make your story not only engaging, but also useful.
To ensure your story makes an impact, it’s crucial to answer questions like:
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Can you be heard?
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Can you connect?
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Are you trustworthy?
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Does what you do matter?
These questions help build credibility and relevance in the niche in which you operate.
Training storytelling writing
To improve your storytelling writing skills, start with the bare minimum:
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Choose the subject;
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Choose the niche/audience you want to speak to;
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Define the technique to be used;
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Determine the writing format;
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Read and reread aloud;
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No one is born knowing, so practice a lot! Practice will make perfect.
Examples of successful cases using storytelling
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Red Bull: With its famous slogan “Red Bull gives you wings!”, it created a series of commercials, each with its own 15-second story. This is one of the most successful campaigns in the advertising market. The connection it created was so great that the brand’s sales exploded at the time. These “little stories” are known by everyone and still are today!
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Bombril: Bombril's “1001 uses” campaign marked the 80s and 90s with its engaging campaigns. Everyone who lived through that era remembers this campaign to this day. Each commercial shown on TV tried to prove the versatility of the 1001 uses steel sponge. This campaign generated a great connection with the public, mainly driven by humor.
· Jesus' Parables in the Bible: Did you know that even Jesus' parables are Storytelling? Jesus used them to tell stories and generate connection with his audience, illustrating everyday situations that caused people to reflect and question, with a message between the lines. These messages were the important factor that generated a "boom" in the minds of those who understood.
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