No secret here: the best way to keep the audience engaged is through narrative. Our brain rates stories over anything else. That’s why it is so hard to resist marathon-viewing or binge-reading if you are intrigued by the plot. Okay, but what do anecdotes have to do with your business? Everything and all. Storytelling can brighten your content, from blogs to landing pages. It might also be incorporated into training your sales representatives, captivating investors or turning prospects into (regular) customers. Impressive? Wait, there’s more.
Found In Translation
Researchers from University of Southern California have found out that people use the same parts of brain to process stories, regardless of cultural origins. USC neuroscientists chose 40 blog posts written on personal topics, such as lies or divorce, and translated them into Farsi and Mandarin Chinese. 90 participants from China, Iran and U.S. had to read the texts while their brains were scanned with MRI. Machine-learning and text-analysis techniques allowed neuroscientists to “reverse engineer” the scanning results. In other words, researchers were able to read the readers’ minds. It had turned out that, in spite of “fundamental differences in language, which can be read in a different direction or contain a completely different alphabet altogether,” the process of decoding was universal. Why is it important? In fact, the study opens up the possibility to use storytelling as a master key to prospective customers, whatever their cultural background, as it triggers empathy for the narrator. In plain English, a good story is a native advert that goes without translation. The question is: what makes it good?
The 5 C’s
According to John Bates, a business coach who is actively training TEDx speakers and Johnson & Johnson executives, you can mesmerize audience with Circumstances, Curiosity, Characters, Conversations and Conflict. Namely, a story should start with providing some context for the reader. Lay it out briefly and proceed to setting a plot hook, which would make people wonder what happens next. Add some action between characters – let them compete, fight and argue until culmination. And nail the last line with one deadly shot. Bates’s scheme can be shaped into various plotlines that might fit your business. Here are some of them.
| Name | Structure | Example |
| “I’m Better Off” | The main character loses everything but gets something better in return. | Bankruptcy, dismissal, major mistakes and recovering from them. |
| “The Cinderella Down-and-Out Story” | The disadvantaged protagonist receives gifts from a special helper but stays in a bad spot. Eventually the character meets with their deserts. | Dissatisfying work and living turn into a bliss thanks to the mentor. |
| SHARES | Starts with a setting (“I was sitting at my desk”), followed by the obstacle that’s creating a problem. Shares our actions and results. Ends with a statement evaluating the experience (“this made me think about”). | This structure is particularly helpful for interviews, email newsletters and blogs. |
| “Speak to the Why” | 1. State a problem you address. 2. Why is that important? 3. Why is that important? 4. Why is that important? 5. Why is that important? 6. Why is that important? 7. The ultimate “why”. | 1. We make stinky sneakers smell better. 2. Because stinky sneakers turn people off. 3. Because when they’re turned off to you, they won’t want to hang around you. 4. Because if they don’t want to hang around you, you can’t get to know them. 5. Because if you can’t get to know them, you can’t date them. 6. Because if you can’t date them, you won’t get one to marry you. 7. If you have smelly sneakers, you’ll never find your mate (and never get married). |
| “Leverage the Underdog” | 1. Describe the person in struggle. 2. Insert a hint of hope. 3. Talk about deliverance from the struggle. 4. Send the key message. 5. Reference back to the implied action steps or attitudes. 6. Show how your organization is celebrating the success. | Think of Superman, Spiderman, and other favorite heroes who experience deliverance. Many of your customers are underdogs who have overcome and persevered. Hope is the ultimate message. |
Based on Business Storytelling For Dummies Cheat Sheet
Clearly, you need more than these tips to tell (and sell) an immersive story. Ask J.K. Rowling or George R.R. Martin. However, our guide might give you some inspiration. The rest can be done by storytelling geeks who work at The Loupe. We’re itching to spread the word on your business!