deepstash

Beta

4 Pitfalls of Storytelling and How to Avoid Them

Deepstash brings you key ideas from the most inspiring articles like this one:

Read more efficiently

Save what inspires you

Remember anything

https://medium.com/ama-marketing-news/4-pitfalls-of-storytelling-and-how-to-avoid-them-47bd98128d8e

medium.com

4 Pitfalls of Storytelling and How to Avoid Them
Companies must avoid four common missteps when making stories the cornerstone of their communications​​​ During a volunteer session at San Francisco-based nonprofit St. Anthony's Dining Room, I heard many facts, but also a story that I've repeated dozens of times: A client left his engineering job to care for his wife, who had cancer.

5

Key Ideas

Save all ideas

The Art of Telling Stories

Today, brand perceptions and relationships are increasingly difficult to maintain, due to constraints of limited budgets, a whole lot of options, and audiences who are distracted, disinterested and...

102 SAVES


Facts Mean Nothing

The assumption that the audience will logically look at the facts and figures and make the right choice is fundamentally flawed. Audiences ignore most factual data, which even if repeated often, is...

85 SAVES


An Impactful Story

Even when brands know the value of communicating through stories, it is hard to create truly powerful narratives.

An impactful story usually involves empathetic and authentic people ...

96 SAVES


Presentation Matters

How a good story is presented to the audience matters.
Brands who don't take professional help in communicating stories end up with a confusing, badly edited and incoherent narrative that is a p...

96 SAVES


Mismanaged Programs

Mismanaged story platforms, disconnected programs and teams with conflicting guidelines can botch up a good story. If there are too many stories, the impact is diluted.

Having a signature...

77 SAVES


SIMILAR ARTICLES & IDEAS:

Storytelling is...

Storytelling is...
...the process of using fact and narrative to communicate something to your audience. Some stories are factual, and some are embellished or improvised in order to better explain the core message.

Why we tell stories

  • Stories solidify abstract concepts and simplify complex messages;
  • Stories bring people together: stories connect us through the way we feel and respond to them;
  • Stories inspire and motivate, by tapping into people’s emotions and baring both the good and bad.

Good stories are …

  • Entertaining. Good stories keep the reader engaged and interested in what’s coming next.
  • Educational. Good stories spark curiosity and add to the reader’s knowledge bank.
  • Universal. Good stories are relatable to all readers and tap into emotions and experiences that most people undergo.
  • Organized. Good stories follow a succinct organization that helps convey the core message and helps readers absorb it.
  • Memorable. Whether through inspiration, scandal, or humor, good stories stick in the reader’s mind.

3 more ideas

Persuasion through storytelling

Stories are a very integral part of being persuasive. 

Stories trump data when it comes to persuasion because stories are easier to understand and relate to.

What makes a story engaging

  • Suspense and “cliffhangers” allow you to create an addictive narrative;
  • Creating detailed imagery;
  • Using literary techniques for turning simple stories into memorable works of art.
  • Change made easier by providing an example.

Characteristics of persuasive stories

  • Delivery: matters as much as the content.
  • Imagery:  the brain “lights up” in reacting to imagery, truly transporting the reader to the events being described. 
  • Realism: poeple need a “human” element in the story that is easy for them to imagine.
  • Structure: people prefer stories that follow a logical manner.
  • Context: significant impact on the persuasiveness of a story.
  • Audience: determine who you don’t want reading your content along with who you do.

Three-Act storytelling structure

Three-Act storytelling structure

One of the oldest and most straightforward storytelling formulas:

  • Setup: Set the scene and introduce the character(s)
  • Confrontation or “Rising action” : Present a p...

Five-Act storytelling structure

Also known as Freytag’s Pyramid:

  • Exposition: Introduce important background information
  • Rising action: Tell a series of events to build up to the climax
  • Climax: Turn the story around (usually the most exciting part of the story)
  • Falling action: Continue the action from the climax
  • Dénouement: Ending the story with a resolution.

Before – After – Bridge storytelling formula

  • Before: Describe the world with Problem A.
  • After: Imagine what it’d be like having Problem A solved.
  • Bridge: Here’s how to get there.

Set the stage of a problem that your target audience is likely to experience ( a problem that your company solves). Describe a world where that problem didn’t exist. Explain how to get there or present the solution (i.e. your product or service).

8 more ideas