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BEST
PRACTICES
&
STRATEGIES

The secret of good storytelling

What has recently been sold as an indispensable • has a conflict. Make sure the hero's problems and
method of communicating effectively with customers, is challenges are part of the story so that it appears
actually the most natural way to share, entertain or authentic and the readers feel reflected. Show the
convey knowledge. The talent for this is inherent in way out of the crisis: the brilliant idea that made the
each of us. After all, we listen to stories throughout our breakthrough or the lesson you learned from a
lives and unconsciously absorb them. So, why is it major life event. A strong conflict also gives rise to
nevertheless quite difficult to get attention with strong motivation. Don't forget how difficult
storytelling? situations can weld together - just think of the
cohesion in the face of COVID-19.
Well, getting attention through good stories that
captivate listeners emotionally and at the same time • has a simple plot. That’s easier said than done, I
arouse their interest is not that difficult if you make sure
that your story: know! My tip is not to build too much around the
core of the story, because it distracts and prevents
the stories from being remembered. Conversely,
• seems realistic. Because constructed stories often well-chosen and vivid details do exactly that: they
lack a crucial ingredient - enthusiasm. Of course, are memorized in our brain and ensure that we
the stories in business have the purpose of selling, perceive history as something unique. As a little
winning customers or gaining their loyalty, but a exercise, you might want to recall film scenes that
good story makes the customers forget all that. You you are not getting out of your head: such a detail
can achieve that best by letting them immerses in is, for instance, the box of chocolates that Forrest
the story.
Gump hands around on the park bench. It also
perfectly sums up one of the film's main messages,
• has a hero. However, the hero should not be you. namely “you never know what you will get in life”,
Of course, you can tell what you have experienced but precisely these surprises, make the best stories
from your point of view, which is even good in life.
because it is authentic, but keep in mind that the
main character in your story should arouse As the Forrest Gump example shows, you have to get
sympathy. Achievers who always succeed in to the point, whereby the core message does not even
everything, who put up with every setback as if they have to be part of the story, but can be conveyed solely
were made of steel, are of little use as a role model. by ‘telling the story” – and that’s what makes the story
They differ too much from our own self-image to credible and authentic. ◊
identify us with them. Instead, we love to hear
stories that reinforce our belief in ourselves. By Daniela La Marca

June 2020: Video Marketing & Storytelling: compelling and emotional narratives 14