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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 overcoming challenges, which can inspire, entertain and inform audiences.

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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 skeptical. Reciting endless facts and figures cannot hold the audience interest or ensure any recall, as an authentic story can.

A story intrigues us, gets us involved and makes our mind communicate silently with the storyteller. It can break through any distractions, change our perception, inspire us, and generate lasting memories.

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 forgotten or distorted.

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 put-off.

Detailed stories with vivid examples can intrigue the audience, leading to successful communication.

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 story, which is integrated, coherent and authentic can make organizations avoid these four pitfalls and find success in their brand communication.

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RELATED IDEAS

  1. Know your audience;
  2. Know your audience;
  3. Decide what kind of story you’re telling;
  4. Establish your call-to-action;
  5. Choose your story medium;
  6. Craft your story;
  7. Share your story.

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IDEAS

Star – Chain – Hook storytelling formula
  • Star: An attention-getting, positive opening
  • Chain: A series of convincing facts, benefits, and reasons
  • Hook: A powerful call-to-action.

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.

Start Your Story With A Strong And Brief Hook

Most Pixar movies begin with a compelling premise—a hook—that sets up the whole narrative. Hooks are often phrased as a “what if?” question and they grab our attention because they’re unusual, unexpected, action-filled, or driven by conflict.

Recruiters should equip themselves with one-sentence pitches that wrap up the company and role they’re trying to sell. Focus on transformation to tell a compelling story—make it clear how the candidate’s life will change