Thematic storytelling activates the imagination. Like a suspenseful novel, it captures a reader’s attention, immersing him in the developing tale. The reader eagerly follows, anticipating and hungering for more.
The impact of shared stories has been recognized since the beginnings of our country, when indigenous people used vivid oral narratives to share their history, customs and legends.
Well-crafted written storytelling is actively savored and pondered.
Four approaches to effective storytelling
Chapter 1: Paint a compelling picture
Meaningful imagery creates mood and sentiment, drawing in the reader. Thematic and well-crafted language that echoes the visuals further engages the audience. The result is a richer, robust sensory experience.
With a fishing theme, the featured image and vivid language in this post transport the reader to a memorable summer scene. You can almost smell the salt air.
The Summertime Challenge: Fishing for Focus
Different bait for different fish. While many young anglers swear by bread crusts and hotdogs, more savvy fishermen vary their fare based on a complex formula.
Your human audience also appreciates a diverse menu; maximize your effectiveness by serving up valued content in a variety of formats.
Chapter 2: Forge an emotional connection
Life’s experiences aren’t always pretty. Sharing vulnerability and tapping into a reader’s emotions can build connection. Consider the iconic Superbowl ad where the Budweiser Clysdale races through city streets to reunite with the trainer who raised him. Nearly 10 years after its creation, the ad still exerts a powerful pull.
What keeps you up at night? Common experiences and relatable themes can be parlayed into business lessons about selling with heart, for example.
In this post about the power of emotion, we tap into the overwhelming intensity of parental love.
Emotion is a powerful motivator.
Consider the Cheerio’s box packaging themed “Made For Little Hands.” For any parent, it recalls days of tiny sticky fingers and the breathtaking intensity of parental love.
Our response is visceral and emotional.
Chapter 3: Build kinship with relatable experiences
Struggles can feel very isolating. In business and our personal lives, knowing that others have faced — and emerged from — similar challenges helps temper disappointment and offers a path for forward momentum. Sharing life milestones and uplifting experiences can enlighten and inspire, while also building kinship.
If a silver lining could possibly be found in the early months of Covid, it was the sense of shared angst at the complete turmoil of our lives. In early 2020, we offered this post about the need to strike an appropriate balance with sensitive marketing.
As we shake our heads in disbelief at the spiraling changes in our lives, the rising anxiety is tangible. It’s important not to increase angst. Leave the negative headlines for a future date; this is not the season for scare tactics.
Remember that customers and prospects are human beings first. The line between business and personal blurs during extreme times like these. This situation demands a personal approach — at a minimum, an inquiry into their circumstances and a sincere expression of compassion.
Chapter 4. Dial up your inner actor
Some people are just great storytellers. A rare mix of timing, theatrics, phrasing and subject matter quiets a room and highlights the orator. Truly skilled storytelling can be memorable for various reasons — uncommon content, insightful parallels, vivid vocabulary — and in-person, a powerful delivery.
Storytellers skilled in the written word use techniques that enliven their content, including rhythmic sentence structure, alliteration and “cliffhangers” to keep readers’ attention.
In business, standout content may involve use of an unusual theme, like Are You Dissing Your Loyal Customers? Carefully honed details conjure the setting.
In this loyalty case study post, we highlighted the early success of a craft microbrewery. Despite a sparse food menu and limited hours, the brew pub proudly attracts — and highly values — a wide demographic. The carefully cultivated vibe was reminiscent of a traditional pub in Ireland – kids, dogs and all – but with a contemporary twist.
Love how you “walk the talk” with your engaging story-telling content. Always inspired by your sage advice.
Jacqueline – Thanks so much for your comment. I enjoy writing thematic content.