Story Is A Bridge That Connects People To Your Business

Humans have been using storytelling to communicate with each other for thousands of years. Over that time there’s a thing or two that we’ve learned about the art of telling a great story, more specifically, one that sells. It’s easy to tell any old story but it takes just a little more effort to tell a great story. Storytelling is the bridge that connects your message to your audience. It connects them emotionally and builds trust in your brand. Heres how to create an effective story;

People

The story has to relate to other people so it needs to have a human element to it. Use people to humanise your story. To do this we show real people with real desires, personality, and motives. The details about these people are important, it what makes them relatable to the audience. Desire, above all, is the most important trait to show in the people in your story.

The Story Formula:

1. Desire

It’s the desire of a person that causes the viewer to feel empathy. It sparks an emotional connection that hooks them into watching more. It’s the desire that connects how the viewer is feeling to what is happening in your story.

2. Conflict

Conflict is the energy that moves the story forward. It is the problem that blocks the characters desire. Having conflict in your story serves two purposes. The first is that conflict demands attention. We are all drawn towards conflict. The second is that conflict breeds curiosity. Naturally, your audience will be drawn to ask this question, “Will the Character overcome their conflict?”. This results in engagement between your viewer and your story.

3. Journey/Solution

Your character will now go on a journey to find the solution (you) to produce results. This journey will result in their desire being met. Its all about how they overcome their conflict and achieve what they set out to do. The solution could be how your business has played a part in the character reaching their dream.

4. Results

The results directly relate back to the desire your character had in the beginning and this is now the time to close the loop.

How It All Comes Together

Once you have created your story, you will have engagement. The engagement with your story will allow you to emotionally move people that have the same desires and conflicts, that want the same results. The desire is the beginning of the story that connects viewers to the character. The journey takes the viewer from conflict to resolution and the end results. It all ties together to form a story that leaves a lasting impression on the audience.

Now you have the knowledge to go and create an effective story. Will you bridge the gap between your message and your audience?

Recent Projects that use the Story Formula