MATT-ROBINSON.UK

We all have a story to tell. A story we want to hear. And a story we hope will live on after we are gone. The concept of storytelling and legacy permeates through the musical Hamilton. His name, mentioned 741 times across its running time, is a direct consequence of Eliza’s commitment to telling his story—still told night after night to thousands worldwide.

That is remarkable storytelling in action. And when you think about it, storytelling is essential to our lives.

From the “once upon a time” tales that defined our childhoods. To the adventures “in a galaxy far, far away” that permeate pop culture. Or the product marketing messages we see when buying our Corn Flakes. To the hours we lose scrolling through reels on TikTok when it is wet and windy outside.

It drives the media and entertainment we consume. It influences the goods and services we buy. And it shapes the personal and professional relationships we form.

In an environment where unofficial sources can receive official blue ticks. Media giants can consciously misinform viewers, and brands can easily suffer under the wrong leadership. Trust is increasingly becoming a commodity brands can capitalise on to elevate their storytelling potential.

Learnings from Twitter, Fox News, and Disney

If the examples from Twitter, Fox, and Disney suggest anything, trust is quick to lose and even harder to gain.

The wrongly endorsed Twitter account is no longer accessible on the platform, but the debate around Musk’s strategy and the legitimacy and accuracy of its content rages wildly.

Fox News has settled its legal dispute surrounding its coverage of the 2020 US election and ousted Tucker Carlson, but its reputation is unequivocally damaged. Viewership is also down by 45%.

At the House of Mouse, Bob Iger has put storytelling back at the company’s heart, but Disney must recapture the magic for which it is known. While rebuilding shareholder confidence as it enters its second centenary.

Building credible and powerful stories

Authentic storytelling, therefore, must be high on the agenda of every content creator to help address the balance. With storytelling woven into the tapestry of our lives and trust, the foundation of any successful relationship. The two must combine to establish credibility, demonstrate authenticity, and build brand affinity. Audiences expect it. Want it. And will respond positively to it.

Storytelling needs to be relevant and compelling. Entertaining and engaging. Take audiences on a journey. And makes us feel something. For that to all happen. Striking that balance takes work. But in the current climate, it has never been more paramount.

The eight considerations for success

Here are eight things to consider to ensure your organisation’s storytelling hits the mark.

1.      Be bold and creative.

Whether you are selling cloud services, a movie, or a tin of dog food, you have a story you need to tell. One that will mean something to your target market. May you land on the perfect narrative – but will it cut through? Finding words and visuals that challenge expectations and provoke a different reaction can unlock new ways of bringing stories to life and attracting attention.

2.      Focus on the experience.

When your audiences and customers interact with your content or enter your world, it must enhance and enrich their lives. Simply broadcasting messages or serving something quickly will not allow them to experience your stories in a manner that will excite and delight them. Ensuring that you take people on a journey, which lets them feel something, will help you command their attention for longer and ensure they will be back for more.

3.      Show you care.

Shared empathy is potent. Audiences and customers want to align with organisations and brands that share the same beliefs as they do. But you cannot just say you believe or value something. Shining a spotlight on your values will help establish more significant levels of trust and respect. This will help strengthen relationships over time and adds more substantial meaning to the connections you build.

4.      Make it personal.

Everyone has a story to tell. And a story they want to hear. But not all stories are for everyone. We all have different tastes and priorities and things we like and dislike. Understanding this and building stories that reflect these differences while remaining inclusive for everyone is essential. As is making sure you speak the same language as your audience. Finding out what they want to hear and how they want to listen to it adds that essential personalised touch.

5.      Keep it positive.

Reflecting and looking back has merits, but demonstrating how we can move forward and grow, like the protagonist in any magnificent work of fiction, can boost your storytelling approach. Solving problems, delivering outcomes, and highlighting the end value all help frame those learnings and define purpose.

6.      Add value.

Every story or proposition needs to deliver something to its target audience. It needs to justify its reason for existence and give people something for their time. If there is no clear benefit or outcome on offer – engagement will be low, and the desired impact of the story will be lost. They are making it harder for future follow-ups to break through in the same way as before.

7.      Stand for something.

So many stories are out there, varying in quality, accuracy, and value levels. If your story is going to deliver impact, it must mean something. Why should people care? What makes your story so unique? Please be sure to know who you are. What your edge is. And then make sure you communicate it. If you do, your community will be able to assess whether what you are offering is right for them and then decide whether to orbit around based on the value you add and the values you hold.

8.      Focus on you, not we.

It is OK to tell your story. But why should your community care? It may be necessary to you – but how does it benefit your audience? Shifting the narrative and framing of your stories to focus on whom you are talking to brings those audiences into your world. It gives them something that will benefit them and ensures that the awareness and engagement you want your story to have will be much higher.

In summary

Stories will always be there. They are not going away. We are consuming them all the time and deciding with our feet how we feel about them. But while “You have no control. Who lives, who dies, who tells your story?” You can make sure that it is a good one.

This article was originally published on my LinkedIn.