Storytelling as a marketing communications technique has been around for years in all shapes and forms. It’s all about a damn good anecdote, funny incident, helpful information or a nerve-wracking experience. Your goal is to become the best raconteur that you can be. It is what you say (substance) and how you say it (style). For PR communication, both are equally important. There should be synergy between these two elements. An unsuitable style could well render any communication ineffective, regardless of substance. And a substantive idea may not see the light of day because of bad presentation style.
Great storytelling is making your message sticky. Malcolm Gladwell, author of The Tipping Point, refers to it as contagious messages that “catch on” as they’re passed from person to person. They become memorable because of their simplicity, Examples of this are unforgettable advertising lines like “It’s the real thing,” “Real men don’t...,” “Just do it,” “I love New York,” or “Smile. Be happy.” What if we changed these messages into their literal meanings and expressions like “It’s the real thing” (It’s the old product we love); “Real men don’t…” (Prove you’re a man by…); “Just do it” (Act now — stop delaying); “I love New York” (New York is a great place to live) or “Smile. Be happy” (Life is easy. Relax). The brilliant, award-winning slogans fall flat when presented in an utterly uncreative style. The brands you love suddenly turn bland.
The Four S’s Of Persuasive Storytelling
Making your facts tell the story is essential. Steer your point home with a well-crafted narrative using analogies and metaphors to establish the emotional link and deepen understanding. Analogies clarify a complex concept, while metaphors imply a comparison and typically evoke a feeling and a mindset. Both can be concise yet powerful devices to manage how people think about an idea or situation.
Hyping, on the other hand, is not a good storytelling method. It is advisable not to use it as a form of persuasion. The absence of hype doesn’t mean the absence of opinion. What you should be conscious of is how to put in place the four S’s of persuasion: solid data, sound logic, straightforward language and strong structure — to achieve the goals of a planned storytelling effort.
A talent for effective storytelling is clearly no small matter. If you have such a gift, you get rightful attention, earn promotions and respect as a leader. As a noted business guru says, “There is not another accomplishment that any person can have that will so quickly make a career and secure recognition than the ability to communicate or tell the story right.”
Framing Your Individuality
Style is perhaps one of the most intangible, diverse and reflective aspects of storytelling. It’s hard to establish the appropriate style for every communication without appearing overconfident. After all, style is, on many levels, personal. The ideal storytelling blends the two aspects seamlessly. It gives way to individual style and personal expression while employing suitable elements of style conventions to generate a substantial message content. Style frames or characterizes your individuality and competitiveness. As a communication tool, it can therefore be measured in terms of what best delivers your desired response in any given situation.
It’s true that style is so fundamentally diverse that it covers countless forms and meanings. A variety of common styles are available out there that can be generally defined, classified and analyzed. Furthermore, many storytellers agree that it’s critical to promote a better appreciation about which style, or combination of styles, will complement your message, and what implications to consider in your choice.
A Person Behind Every Story
Your storytelling style must be compatible with the needs of your intended audience. “If a message is from one human being to another, it should feel like there’s a person behind it,” maintains Assaf Kedem, a Merrill Lynch storyteller. He pushes for the following eight quick tips for style:
• Adapt your particular style to given situations — factual and literal or symbolic and emotional, serious or light, formal or relaxed.
• Demonstrate civility and respect, even if your message is firm or harsh.
• Present ideas in a clear, concise fashion. Support them with facts, exhibit the logical flow in your thought process and, if warranted, draw a conclusion.
• Decide whether you’re telling the story on behalf of a person, organization or both, and use the appropriate language.
• To make your message more personal, consider addressing your audience in the singular form — and if technically possible, address each person by name.
• When talking to a culturally heterogeneous audience, aim to differentiate the style of your message for each culture individually and consider delegating the storytelling job to the business leaders of each region to achieve this.
• Maintain authority while avoiding antagonism. For example, instead of stating a command (“you must” or “you should”), consider repositioning your statement (“we must” or “we should”), particularly if referring to a team effort.
• Get serious if you need to, but don’t fear a lighthearted style or unconventional creativity, which brings refreshing energy and is well appreciated.
Style is infinite in scope. Think of other style tips that work for you and your organization.
Storytelling is having a central idea focused on one person or thing. It is taking your audience on a journey, making them enjoy the ride, the trip and the involvement in the whole process. In the end, whoever tells the best story wins.
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E-mail bongo@vasia.com or bong_osorio@abs-cbn.com for comments, questions or suggestions. Thank you for communicating.