Secret of Storytelling

What is storytelling? Storytelling is one way of communication, for businesses and brands, storytelling can bring you more than just awareness. Your target audience can receive a meaningful and memorable message from the story you choose To tell. There are 3 things that storytelling can give you; 

1. Create uniqueness of the brand. 

2. Create loyalty for the brand. 

3. Create memorable brand image.

Credit: Steps Academy

The process of storytelling 

1. Context : A (Anger) x A (Audience) 

First, try to understand the context with A (Anger) Then try to understand the A (Audience) through the concept of 'C L I P' 

C (Channel) = Learn and understand the platform that the audience use to communicate, then use it in an effective way possible, both online and offline. 

L (Language) = Find the appropriate choice of words, tone of voice and mood and tone. To fit the target audience, once you find it, the audience will feel involved with your message. 

I (Insight) = Understand the real needs of the audience. What could possibly drive them to take action. 

P (Problem) = Look into the core of the problem, understand the situation and turn crisis into opportunity through communication.

Photo credit: Mayday

2. Content : B (Big Idea) x C (Curation) 

Understand the B (Big Idea) or the main message of storytelling through the concept of 'W T F' 

W (Why) = Why should they care? Find the interesting side of the story then expand the idea. It could be the topic that no one has never heard of. This way, you can attract the audience and give them different feelings toward the story. 

T (Tone) = Tone of voice Choose the perfect tone of voice that suits well with your target audience. 

F (Form) = Form of storytelling Choose a form of presentation that is interesting and suitable for the audience. There are many forms you can use, it could be On ground online and Talk for example. 

Order the subject matter of the story with C (Curation) through the concept of 'K F C' 

K (Key message) = Present the theme of the story you want to tell, this part is the spine of the fish. 

F (Find your story) = Select the content that is the composition of the story in order to fill the empty space. Whether from data research, example of a true event or personal experiences.  

C (Call to action) = Set the goal of your storytelling, what changes you want people to stand up and take action. Such as creating a change in attitude, thoughts or behavior. 

3. Contain : D (Design) 

Once you know the audience and what they want, you have to design how to convey your story in order to contain the audience. 

E (Emotion) = Get your audience emotional and feel that they are related to your story. You can use analogy to help attract the audience as well. 

E (Experience) = Create a shared experience for the audience by sharing a personal story. 


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