How to Write and Tell Compelling Stories in a Visual World

As individuals, the story we tell others starts with the story we tell ourselves. As businesses, a great story can raise the perceived value of our brands.

Storytelling in a visual world.

We all love stories. They have been and are a huge part of what makes us human. Storytelling predates writing and is the oldest communication ethos. We have been telling stories for as far back as humans can remember, and it is what connects our humanity. Storytelling is a powerful and essential aspect of our everyday life, but is often untapped as a career and business tool. Everyone needs to be utilizing the power of storytelling in the marketing and communication strategy. When done well, storytelling can produce lucrative results.

Here are four elements to focus on when tapping into the power of storytelling:

Clarity.

Everyone has a story to tell, but too many fail at doing so in a way that’s effective and captivating, because they are not clear on who they are. When working with my clients, one of the first exercises is usually to get clear on: who they are, the value they offer, and what makes them unique. When your brand is created under a unique story, it helps to simplify the complexities of a vision and conveys your purpose to the outside world.

 

Relevance.

We live in the information age, where we are bombarded by an overwhelming amount of content daily. This often makes consumers feel overwhelmed and oversaturated with information. So, have relevant one-on-one conversations. As a business, the ability to tell a good story is your competitive advantage, and keeps you from blending into the noise.

 

Your Audience.

You audience is more than just numbers. Get to know them by embracing their common humanity. Really listening to your audience and combining what you’re hearing with the qualitative information at hand, will help you to tell the right story at the right time. Get to know your audience so you can cultivate your story to connect to them, and ultimately helps you meet your objectives.

 

Connection.

Everyone have an actual product or service, as well as an emotional product that they are selling. Storytelling helps us to connect to the world, through our values and beliefs. The best stories tap into our emotions, which causes us to genuinely connect with characters we relate to. Share your story by being honest and vulnerable about not only the good stuff, but also the struggles and challenges.

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Don’t underestimate the power of having a conversation with your audience. There is a reason children and even adults love storytelling. Storytelling condenses information into easily digestible and relatable points, and is a powerful communication tool for conversion.