People don’t like direct advertising – it tries to impose its point of view and does it in a rude, uncompromising way. A person resists what is imposed from the outside, he only trusts those conclusions that he himself has reached.
Therefore, storytelling is simply not the best way to convey information to a person so that he feels it and remembers it. This is generally the only way that everything is built – from movies and books to advertising campaigns.
Watch TED Talks. Serious topics are covered here, from gender equality to the latest developments in cancer treatment. But the focus of any TED talk is a story told by a person. There are no scientific discussions with serious arguments and formalities. You hear one person’s story, a story that takes you from point A to point B.
The speakers’ speeches are spiced up with phrases: “Imagine you …”, “You probably know …”, etc. You are drawn into the story, you are told interesting facts about the subject – and remember at least one TED talk, after which you would disagree with the author.
A well-written story evokes a sense of empathy and empathy. It gives the feeling that you share the author’s point of view, agree with him. In telling stories there is no imposed opinion, the format “this is possible, but this is not it”. There is a path followed by the reader – and he decides for himself how he perceives what he saw. This is the main difference between storytelling and other formats.
How do you tell an interesting story? To some extent this is creativity, to some extent – a matter of technology. Let’s talk about the most common storytelling techniques.
Monomyth or the hero’s path
The hero’s journey is the most common storytelling technique. This concept ‘hooks’ the fact that the character experiences difficulties, overcomes them and comes to a classic happy ending
It’s easy to use this technique – but just as easy to make a boring story. To avoid this, you need to think through the plot in detail and adhere to the laws of the drama, creating a story, a climax and a denouement in the beginning.
Sparklines (the way it is and how it could be)
This concept is based on contrast: comparing the real situation and what it could be. A similar technique is used in advertisements for clarity.
We start at the end
This technique is called “reverse drama” and is often used in the film industry. For example, the first season of Big Little Lies was filmed with this concept.
Here the reader goes straight to the climax of a story that is intriguing and incomprehensible. And then he returns to the beginning to gradually understand how the main character got into a similar situation.
When creating such a story, it is important to be careful not to reveal all the cards to the end and to keep the reader’s attention.
This is a technique that starts with a boring story in which nothing predicts … Then everything collapses and the story starts again. Breaking the reader’s expectations, his attention is on the limit, and now he doesn’t know what to expect from you – and that’s all we need!
A very cool example of a false start is the first season of Game of Thrones. The series starts off as a solid story of Eddard Stark’s life. And then, in the first season, the executioner blows his head off. A rooftop scene, literally and figuratively.
Now the viewer knows that anything can happen in the show. And he watches every episode with interest.
When choosing a storytelling technique, consider which format best suits your audience and product. And remember, engineering is just a blueprint for writing. It helps, but technology alone is not enough to create a good story.
Write about important
As delightful as the story is, its foundation is a quality idea. Think about what new and valuable people will get from your story, how will it inspire and delight him? Use the information pyramid to create a story that is easy to “learn”.
Storytelling is the art of creating a volumetric world. Pictures of a cozy village house with a sloping fence, the scent of freshly cut grass and hay, the taste of fresh milk and grandma’s homemade sandwiches, the sound of a cow rhythmically slapping its tail, chasing annoying flies …
Each plot comes to life, full of detail. Most of your favorite stories can be squeezed into one boring sentence, such as:
“John Forbes Nash fell ill with paranoid schizophrenia and nearly lost his family and job” (A Beautiful Mind)
“The surgeon was in a car accident, recovered in Kamar-Taj and defeated Dormammu.” (Doctor Strange)
Add details such as spices to a neutral dish and try to create a 3D image that immerses the reader in what is happening.
Snowfall’s interactive story from The New York Times is the epitome of digital storytelling. This project is great and proves that good writing is important, but it pays to use other formats to make the story more comprehensive.
Infographics, live photos, hero interviews … Think what would help immerse the reader in the story’s content – and use it.
Storytelling is one of the best ways to convey information in a way that is inspiring and memorable.
Stories work well because they don’t impose a point of view. Storytelling takes the reader from point “A” to point “B”, and the person independently draws all the conclusions from history.
There are storytelling techniques that help create the canvas for a story. Test different techniques and techniques to make your story interesting. And don’t forget that the ready-made “basics” is not a perfect formula, but just a tool.
For storytelling to be effective, it is not enough to create a good story – it is important to work on promoting it.
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