I thought, a sword could literally cut you in half, an essay never killed anyone. Until the pandemic. That’s the first time I realized the immense power of storytelling - when it was being used for ill. Scientists had developed a lifesaving vaccine. Storytellers convinced millions of people not to take it.
Stories are powerful. They can be life-changing, inspirational, informative, or Tiger King - which all of us turned to when we needed something to distract us from the crippling fear of the unknown.
We’ve been telling them since cavemen days, and although the way we consume them has evolved over the years our fundamental need for them hasn’t changed. They make us feel. Laugh, cry, empathize, buy-in, get angry, get interested, take action, sing, gain clarity, offer refuge, provide a distraction, highlight the commonalities of the human experience, unearth inequities and injustices... we are all hooked when a story resonates.
But there is also a lot of noise out there. If I see one more video that says, “Watch ‘til the end – you won’t BELIEVE what happens!!” I’m going to stab myself in the leg with both a pen and a sword.
So, how do you make your story heard? How do you deliver something that your audience will watch for longer than 10 seconds? Why do I watch those Il Makiage ads every damn time I scroll by them even though I haven’t worn foundation since high school? What are they doing differently?
They are focused on the audience. I walked away feeling that what they had to say was important because it was about me.
We believe the key to compelling storytelling is identifying how it connects to your audience, then making that connection happen. Make your audience feel seen and valued, and they will pay attention.
Another true saying? “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou (no relation, we spell our names differently anyway.)
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