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4 Tips for Mastering Storytelling in Your Marketing


4 Tips for Mastering Storytelling in Your Marketing

What IS the secret to a good story? One that stays with someone long after they have read or heard it? One that can change things – a person, an action, a moment? Here are four tips for that will help you move from pushing content to mastering storytelling in your marketing.

A Great Story isn’t a Long Story

Today we are battling for mere seconds to interrupt and impact each other, and we are coming up against incredibly limited attention spans. A Microsoft study released in 2015 found that the average adult can remain focused for only 8 seconds, a full second less than a goldfish. So what can you say in 8 seconds?

Remove One Accessory

Coco Chanel famously advised that every woman should look in the mirror before leaving her home and remove one item. We have a tendency to over explain, over talk, and over sell. Find the distraction, the superfluous – and remove it.

Use a Photographic Eye

I began my professional career as a photographer in the 90s. I’ve had the opportunity to meet and photograph some remarkable people, from the cast and crew of Cirque du Soleil to the First Lady of Uganda, Mrs. Janet Musevini. One of the biggest challenges is finding that shot, the one that says everything without having to say a word. A great photo tells the story of a person, creature, or perhaps a place – in a moment in time. It captures and translates the moment into that 8-second digestible story.

When you look at the top of this post, what do you see? What story does it tell you about that moment? What does it make you feel now?

Write What You Know

Having a hard time telling the story? Stop looking at it from the outside. If you can’t relate to it, no one else will. It doesn’t matter whether the topic isn’t your specialty because THAT isn’t the story. The story is the dilemma your reader faces. It is the common relatable emotion or motivator that many people would feel when facing similar circumstances. Find yourself in the story and you can find others.