Tag Archives: story

The secret of being a great storyteller…

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To be a great storyteller, you must first become a great story collector
To be a great storyteller, you must first become a great story collector (Photo by Heather Ford on Unsplash)

…is you must first become a great story collector.

Put another way, every story has parts of other stories in it.

Now nothing we say or write is ever really original from a storyline perspective. But the way we put something together is very likely to be unique, and we can and should link into our innate love of story. 

And it is the acquiring, understanding, remembering, interpreting and reconfiguring of these other stories which provides a richness to our own stories

We can leverage off what someone else has said, and provide a different light on the subject from your own point of view.

For business stories in particular, the collection of other stories allows us to carry out one or/and two exercises.

  • And
  • But

“Here we have a XYZ service or product. We’re similar, AND…” And needs to be why you’re better, faster, better value. And needs to demonstrate you’re differentiated in some way from the comparison you’re making.

“Here we have an EFG product or service. We share some parallels, BUT…” But, we figured out a different approach, have a fundamental difference, have improved in some crucial areas.

The use of these two simple words can provide a basis to motivate, inspire, and excite (and perhaps even help lead to a purchase decision) for whatever it is you have to offer.

Now it could be that you’re such an inventive person or company that no end of original stories pouring off your narrative production line.

However, this is a highly unlikely state of being.

That is why you need to find other stories – and be able to apply your own twist on a theme by examining them through an ‘and’ or ‘but’ lens.

Two simple words providing endless ways to examine a topic.

To be a great storyteller you must first become a great story collector (origin unknown).

Simple stories are simply better business

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Simple works because we can only remember one thing at a time. Simple stories are better stories
Simple is better, less is more. Photo by Z S on Unsplash

The great temptation is to add more to our business narrative.

We’re afraid that if we don’t mention every last little additional detail, we’ll fail to attract the last little potential customer.

That’s like adding bling to an elegant suit – detracting and self-defeating

Simple is better because extra is superfluous.

This is because a straight-forward uncomplicated but elegant story makes it much more likely others, including your own people, will understand, remember and retell the core component of your product or service offer.

So, if you’re tempted to add…resist.

Instead look to subtract from your story and remove the unnecessary fat.

Less is more, because more is less.

Keep your story lean and keep your story fit for purpose.

(And if you’d like help in simplifying, and hence clarifying, your message, give Punchline a call)

If you don’t tell your own story…somebody else will

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If you tell your own story - then somebody else can't do so instead
If you tell your own story – then somebody else can’t instead.
Photo by Jacob Mejicanos on Unsplash

There’s an old saying that if you don’t tell your own story, somebody else will.

Which means if we want to have a say in how someone else relates our brand or company, then it is in our major self-interest to deliberately craft that story.

Such an intent starts with your first story – a what and why statement which clarifies what we wish to be known for.

If this story is non-generic – and doesn’t contain nothing words like ‘solution’ and ‘innovative’ – you’ve got better than even odds of someone remembering it.

Further, if your first story has a metaphor to help convey part of the heart of your offer – it is even more memorable.

It means even if an outsider doesn’t remember the exact words, they’ll have a feeling for what you’re about.

So, tell your own story right from the start; and you take away the risk of someone else getting it wrong.

How does you own first, most important story stack up? Need help? Talk to Punchline.

Why the most powerful element in storytelling is the truth

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Truth resonates in a business story as in a personal story. Lies will be caught out
Truth resonates in a business story as in a personal story. Lies will be caught out.
Photo by Joël de Vriend on Unsplash

Fiction is wonderful.

Not only does it allow us to imagine we’re in a different world, era and situation, it enables us to safely become aware of different ways of thinking.

When we’re reading or watching fiction, we know it is a made up story – even if it might be based on something real that happened.

It is when the lines between truth and fiction are blurred that trouble ensues.

Making up a story about your business brings the same problem.

Not knows what to believe. Trust is eroded.

Now the headline for this article is a tweak on 1960s advertising gury Bill Bernbach’s dictum ‘the most powerful element in advertising is the truth’.

And given the sophistication of advertising and the influence of the internet, it now means your advertisement is your story and your story is your advertisement.

If your story doesn’t ring true – and people are remarkably clever at sensing any lack of veracity – then you’re shooting yourself in the foot.

A well-told truthful story trumps advertising spin any day.

The truth resonates, a non-truth dies.

Why you should make your story appealing, succinct and problem-solving

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The story behind any photo is paramount
Your first story must be succinct and attractive. Story is what moves us.
Photo by Jorik Kleen on Unsplash

We’re a self-interested species, and we’re driven by story.

As much as we might care about others, it’s our own now and future which more concerns us.

The lens with which we view any advertisement or offer is naturally biased towards what we see is in it for us.

What might be non-interest today could well be “I’d better find out more”, tomorrow.

But given the plethora of offers which cross our paths every day, achieving just the tiniest amount of curiosity is a good start.

Does your offer solve a problem?

Do you get to the point as quickly as possible?

Does it sound attractive?

You’re after story sweetness – a combination of beauty and brevity, a call to attention which leads down the path to a call to action.

It’s not easy to achieve…but that’s what you’re aiming for.

(And if you’re having trouble unearthing your own Million Dollar Message, give Punchline a call. We bring clarity)

Your story is your sell and your sell is your story

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When we tell a great story, we increase the chances we'll see. Make your story a what and why
When we tell a great story, we greatly increase the chance that we’l l sell. Make your story memorable.
Photo by Roman Kraft on Unsplash

When someone asks “what do you do?”, they’re (mostly) not simply asking for a job description.

We want to know if your ‘what’ has a direct relevance to me when expressed as a why – and whether it is pertinent to myself or others I might know.

It may not be that you want their product or service.

But, if you’ve told your story, especially your first few words, well enough, we’ll remember you.

We’ll remember you because the story resonated, and was stored away for future reference.

We’ll remember enough, and we’ll retain a feeling of how I felt on hearing or reading your story – and enough of a feeling to look you up at the right time.

Now, it is unlikely that someone will buy immediately based on a great line. However, if those 2-10 words are backed up by evidence, come the buying time, you will be sought out.

Your story is your sell and your sell is your story…so make it absolutely clear why someone should care about what it is you’re pitching.

A good story is obvious…once you see or hear it

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A good story is effortless for the listener or reader. Getting there is difficult. Photo by Andrew Neel on Unsplash

A good story is obvious…once you see it

The best stories appear effortless.

Whether it is someone spinning a yarn, telling you in less than 10 seconds why you should be interested in what they’re selling, or the first thing read on a website, a good story captivates us.

As Lisa Cron outlines in her book ‘Wired for Story’, our brains crave a narrative from every story we encounter.

We are curious creatures, and a good story ignites our brain’s hardwired desire to learn what happens next.

What seems obvious when someone tells a good business story – is evidence after the fact.

Getting to a clear, desirable and distinctive story about yourself however, is a real challenge.

You have to know, really know, what problem it is you’re solving, and how your product or service is the answer.

To find that story you have to question yourself, and question again. This deep questioning unearths one central truth about what you offer.

Constructing a what and why statement about yourself is then immensely easier – you understand what it is you’re trying to reflect through story, about your business.

And then, the story seems obvious – which in itself is a measure of success.

Do your copywriter a favour, only give them one idea to illustrate

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A copywriter should only explain one idea for each story
If your copywriter has an ambiguous brief, they won’t be able to write your story properly. Only have one idea per message Photo by Sharon McCutcheon on Unsplash

The worst possible brief for the lucky person who has the task of putting your messages down in words, is ambiguity.

Trying to nail the first story, or 1001st, but not being clear what the one key idea is you’re trying to say is dead-on-arrival stuff for a writer.By being clear what it is you’re wanting to achieve through a message such as:

  • Web copy
  • Blog
  • Social media

You have a much greater chance of someone being able to write something memorable.

Your copywriter(s) should be able to illustrate your single point with examples, mini case studies, a quote or two from satisfied customers, or simply a good yarn.

But this is only possible with a clear brief which attempts to achieve one, and only one objective. For that your copywriter will give you a big thanks.

Now, it may indeed be that you have multiple points to make. If you’re writing a white paper which is expected to be lengthy, that’s fine.

But for shorter form stories, make each of these points a separate story.

Not only will you be doing your copywriter a favour…you’ll be doing yourself one.

Do your copywriter a favour, only give them one idea to illustrate

Marketing, messages that matter, million dollar message, Persuasive message, punchline, , , , , ,

A copywriter should only explain one idea for each story
If your copywriter has an ambiguous brief, they won’t be able to write your story properly. Only have one idea per message Photo by Sharon McCutcheon on Unsplash

The worst possible brief for the lucky person who has the task of putting your messages down in words, is ambiguity.

Trying to nail the first story, or 1001st, but not being clear what the one key idea is you’re trying to say is dead-on-arrival stuff for a writer.By being clear what it is you’re wanting to achieve through a message such as:

  • Web copy
  • Blog
  • Social media

You have a much greater chance of someone being able to write something memorable.

Your copywriter(s) should be able to illustrate your single point with examples, mini case studies, a quote or two from satisfied customers, or simply a good yarn.

But this is only possible with a clear brief which attempts to achieve one, and only one objective. For that your copywriter will give you a big thanks.

Now, it may indeed be that you have multiple points to make. If you’re writing a white paper which is expected to be lengthy, that’s fine.

But for shorter form stories, make each of these points a separate story.

Not only will you be doing your copywriter a favour…you’ll be doing yourself one.

The huge value of a messaging ‘North Star’

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A Million Dollar Message ‘North Star’ helps keep all stories about your business on track. Photo by Andrew Preble on Unsplash

All businesses are telling their stories all the time.

But it can be a mightily difficult task to retain coherence in all those stories. (Different people tell different stories in different ways).

It is very easy to go off on a tangent as you illustrate your different products and services.

Such tangents are natural good and useful…as long as they align with a business’s core message.

This is one reason to have a powerful and resonating first story – the first thing read on a website.

As well as telling customers your what and why, it also acts as a ‘North Star’ or lodestone for all other messaging.

So sure, you might and should tell your stories in different ways.

However, always, but always make sure these other stories reflect and reinforce your first Million Dollar Message.