Once you think about it, when are you NOT confronted with a story? Social Media, movies, mooks, even when you are looking at a piece you own, you remember the time you bought it or a good memory with it. Even at the groceries, you think of the jingle to a product, or the last good time you enjoyed it. That’s a beautiful fact to discover. Once you realize that, you can appreciate it and work with it.
A bonus element is a language you’re using. My writing mentor Marie Forleo is always saying, copywriting should really be called copy telling. Once you write, you should always go after a language you actually use in daily life. The more relatable and authentic you sound the bigger impact you’ll have with your word.
In a good story, we can relate and connect. It works in both worlds, your personal brand, and your company brand if you place it with intention. This feeling of consistency will result in new customers, happier employees or even a succeeded job interview. So let’s dive into the 5 elements of good storytelling.
You start off by setting the right framework for your story. It’s the informational groundwork that builds a fruitful soil. By establishing the hard facts like the WHERE, WHEN, and the WHY, you invite the listener to dive into the landscape you are about to create for them. Already here you have to click with their interests to keep them engaged. The sooner you find that out, the better it is, the less time you both „waste“ and the faster you get to your ideal audience.
Fueling your framework with breadcrumbs with little oddities and paradoxicalities is what keeps the story alive, or in other words: Curiosity = the gap between what we know and what we want to know. You’ve established curiosity when they’ll listen to find answers.
Make it relatable by an adding a human touch. No one wants the perfect sleek know-it-all and all-is-perfect robot, even the toughest superheroes have their „kryptonite“. It’s just now how real humans are. Be open with your characters flaws and dreams.
Besides a nice fantasy trip, what do you want people to get out of the time they invested in focusing on your story? Whats the payoff for the attention they invested in you? What message do you want to convey? Does it get people thinking and talking? To rise emotions is your biggest goal here, remembering feelings over words is what stays in the mind.
OK, so we have the context, the curiosity-crumbs, relatable characters, and a trigger to start engagement. The last crucial aspect of a good story is a certain point of conflict, in other words, the challenge or the problem that needs to be solved.
It’s the whole reason for your story in the first place. It can be a case study or „success story in disguise“ of how you/your company solved that issue, or it can be an open quest to ask for your listeners' experience.
It’s like every aspect of the world. Once you dismantle it, you get a way to figure it out. If you keep these 5 C’s in mind for your next conversation or copy you’re writing, it’ll increase your chances to land new customers or your even new career.
Short and crisp: I really hope this helped!
Here a visual summary of my dear friends at funders & founders: