Monthly Archives: May 2016

Crafting Sticky, Emotional Stories That Reach Your Audience

I’m taking a break from my website strategy series to bring you a blog on storytelling that was originally published on TechSoup. If you like this, don’t forget to check out my other posts on storytelling

Sitting around the campfire!
Imagine a story being told to children around a campfire. Now swap out the children with adults. It’s going to be a different story, right? The more you write directly for your audience, the more they will relate to your story. (Photo credit: Scott Kozinchik)

Remember the old woman who lived in a shoe? Or the man who stepped in a puddle up to his middle? Or Peter Peter, pumpkin-eater who had a wife but couldn’t keep her? Even if you don’t remember the full rhyme, one of them probably rings a faint bell. That’s because these aren’t just children’s nursery rhymes; they’re sticky stories, or stories that stick with you for decades.

When we were children, we all knew how important stories were. Many of us demanded them every night, sometimes over and over again. We like to be entertained, and we definitely like to hear about the impossible.

So, isn’t it obvious that’s how you should be reaching your audience? And I don’t mean rhymes, but really high-impact, emotional stories, true stories. Because there are many out there waiting to be told.

Now I know storytelling is a buzzword right now, and buzzwords come and go. Storytelling has been a buzzword before, and will be again. As a former journalist, I was passionate about it before, and I will continue to be long after people have moved onto the next buzzword. But even when storytelling is not a buzzword, your story needs to be told.

And these stories you want to tell need to stick, they need to entertain, and yes, sometimes they need to talk about the near impossible.

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