A crackling campfire, people wrapped in furs sitting around it, the meat almost eaten. They listen to the story of one of their own. He talks about his hunting success, how he almost became a vitim of a bear and still managed to bring home food for the family in the end… you can imagine the beginnings of what we call ”storytelling“ today.
Storytelling goes back a long way! It conveys information and emotions in equal measure. We still make use of storytelling today: In literature and journalism, in movies or elaborately programmed gaming environments, but also in marketing and PR. Content is extremely important in the online world today. Good content is shared more often on social media and improves search engine rankings. At best, advertising messages in the form of classic storytelling can create an emotional connection to the product. And a really good speech with elements of storytelling convinces the audience.
From start to finish – how storytelling works
Nowadays, storytelling is used in many different formats that tips for the perfect story can not laways be applied without restriction. The structure of a story always depends on various factors, such as the target readership or the purpose. Nevertheless, many good stories have a similar structure: they have an initial situation, a middle section and an ending.
What sounds simple becomes clearer when we take a closer look at the structure:
- The initial situation: The protagonist of the story is introduced here. Ideally, it is someone with whom the reader/listener/viewer cna identitfy or whom they find likeable. It doesn't matter whether the protagonist is a person, a company or an animal. Moreover the proplem that main protagonist is facing is also presented. This is the setting on which the whole story is based
- The middle section: Our protagonist is now confronted with various difficulties that stand in the way of solving his problem. This creates a tension curve that keeps the attention level high
- The end: The dramatic climax is reached when the imopression is briefly created that the problems are unsolveable. But of course they are solveable! A happy ending leaves the reader/listener/viewer with a good feeling
Examples for successful storytelling
There are many examples of how this classic structure works. I'll mention just two here:
The Odyssey of Odysseus – by the Greek poet Homer from the 8th century BC
- The initial situation: Odysseus, one of the Greeks most popular and clever legendary heroes, wants to return home from Troy
- The middle part: The mighty sea god Poseidon stands in his way and wants to prevent his journey home. Odysseus has to endure a series of adventures
- The end: After overcoming various challenges, Odysseus reaches home after ten years
The launch of the first iPhone – Steve Jobs' speech on Januray 9, 2007
- The initial situation: Steve Jobs reports on the type of smartphone in use up to that point and comes to the conclusion that they are not really that smart, but impractical in some respects. Apple – the protagonist – has resolved to do better.
- The middle section: Jobs explains how complex the development was and what problems arose. For example, how can you replace the conventional keyboard? ”We can't carry a mouse around with us all the time,“ said Jobs at the time.
- The end: Steve Jobs presents the first iPhone, which was nothing less than a revolution.
The stories have two things in common: they are basically quite simple and the content is relevant to the target group! They work with wishes, goals or problems that people have at the time.
How can you learn storytelling
The best way to learn storytelling is to start by consuming stories. Read the greatest stories. Listen to speeches by Barack Obama or Steve Jobs.
And then it's time to practise! Anyone who has never developed a story before will always find it difficult at first. The key is to invest enough time and jsut get started. It is helpful to make a few preliminary considerations:
- Define the target group: your readers/listeners/viewers should be able to identify with the protagonist and their problems. It is therefore important to know the target group first
- Define your goal: What is the most important message you want to convey? You should clarify this question for yourself in advance to ensure that you can concentrate on the essentials.
- Keep it short: Whether it's a video clip or a speech, tell your story as briefly as possible and straight to the point. Otherwise your audience will be distracted too quickly.
- Maintain a common thread: Everything you tell should build on one another logically and be connected in a comprehensible way. ”Jumping“ from one point to another or digressing only only confuses and distracts from the message.
- Be likeable: By revealing something about yourself, perhaps even mentioning small personal weaknesses with a wink, you appear more human and friendly and your message more personal.
After writing a speech the next big challenge follows: giving the speech! You can get nervous at times. You can find tips on how to master your public appearance in our mbw podcast.
