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How to use storytelling to influence and persuade
How to create a compelling narrative
How to structure your story for maximum impact
One of the oldest and most straightforward storytelling formulas:
Also known as Freytag’s Pyramid:
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).
First, you present a problem. Second, instead of presenting the “After”, you intensify the problem with emotional language. Finally, you solve the problem by offering your product or services.
The Golden Circle is a narrative structure from Simon Sinek. His claim is can be used as a guide to vastly improve every aspect of your business or organization—from leadership and hiring, to product development, sales, and marketing.
Dale Carnegie usues a more dramatic structure for storytelling
Once you introduce the character of the story, describe how things went awful for him/her, using emotions to draw your audience into your story. At the lowest point of the story, turn things around, describe how things improved, and end the story on a high note.
The star grabs your audience’s attention. The chain turns your audience’s attention into a desire. The hook gives them something actionable to fulfill their desire.
Once upon a time there was.... Every day, ... One day, ... Because of that, ... Because of that, ... Until finally, ...
The idea is to introduce a character or a group of character, describe their usual routine, present a twist that disrupts their daily lives, explain how they overcome it, and celebrate!
This formula is used by many of the greatest storytellers including George Lucas for his Star Wars films!
In a famous TED talk, Nancy Duarte presents the structure of a presentation made famous by Steve Jobs.
Go back and forth between the two and end off with a …
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