Don’t rush; a good idea is the foundation for the entire concept of storytelling. I believe that creating a story shouldn’t be done ASAP; there shouldn’t be a “by the end of the day tomorrow” deadline. A good story needs time, and time not spent in front of a computer screen, pondering a specific idea. A good story needs time to think about it on the way to work; inspiration can come on a family walk or a Saturday beer with friends. Besides, good storytelling is surprising. Do you think the first idea that comes to you is surprising? Unfortunately, no. Most potential readers will most likely come up with the same one – the most obvious one.
Make sure your reader knows the whole story
Sounds like a daunting challenge, right? After all, we live in an age where we mostly scan text and pick out individual words, and reading an entire text longer than 1,000 characters is practically impossible. Well, it’s not as difficult as it might seem. All it takes is one simple trick: arouse interest and a desire for information at the very beginning of the text, and only present the information itself at the end. But when should this end occur?
Match the length of the story to the recipient
Research and our experience clearly show that younger audiences have a much shorter attention span than older audiences. That’s why we should tailor the length, tone, and flow of a story to our target audience.
Conflict is the source of your success
Conflicts generate emotions, and emotions attract interest and attention. Introduce your protagonist and what’s important to them. Let the story take that away from them, depict their heroic struggle to regain what they’ve lost. Let your protagonist or product save a potential consumer, let them become their hero as well. You can also tell the story of your protagonist – the company – and the difficulties it had to overcome to achieve what it has achieved. There are countless ideas, and the only limit to storytelling is your imagination.
The ultimate goal
As storytellers, let’s remember not to let the story we’re creating consume us too much; we’ll lose sight of our ultimate goal. Our storytelling, in other words, aims to portray our product as a hero who rescues the consumer from all the worries and sorrows of the world.
