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Vol. 41 No. 2 — March 2024

LET'S GET STRATEGIC

Where do stories—really good stories—come from? As skilled storytellers tell us, they come from everywhere. Stories spring from our own experiences and the experiences of others, as well as from the many sources of information that can be found online—or, these days, through tools such as generative AI (Gen AI). While would-be storytellers often lament their lack of ideas, the truth is that stories are out there, if we’re just attuned to them. Our own tendency toward perfection may keep us from finding great stories because we think the ones we come up with aren’t good enough. Consider, though, that the highly popular and very successful Seinfeld was built around a very, very simple premise—telling stories about nothing.

Tina Calder, founder of Excalibur Press, a media and marketing agency in Northern Ireland, says that stories “emerge from our everyday experiences, customer interactions, industry trends, and the broader socioeconomic landscape.” As a marketer, “I’ve found that the most compelling stories often originate from real-life scenarios, customer testimonials, and the unique journeys of a brand or product,” she says. John Pennypacker, VP of marketing and sales at Deep Cognition, a Dallas-based company that provides businesses with next-generation AI platforms and solutions, agrees, noting that the origin of stories “primarily lies in authentic experiences, observations, and insights.” Content creators can “find stories in everyday interactions, customer feedback, industry trends, and even our journeys.” In his experience, “the best stories have often emerged from casual conversations with friends, colleagues, or even strangers.” These narratives resonate with audiences because they’re “grounded in real life, offering a level of relatability that purely imaginative or abstract concepts often lack.” It’s important for writers to keep their senses attuned to the world around them, Pennypacker notes, by “extracting the extraordinary from the seemingly ordinary and weaving these elements into a compelling narrative.”

Writers are often looking for good stories or anecdotes as they connect with sources or subject matter experts. Drawing stories out from others requires the ability to listen carefully and create a dialogue that leads to the sharing of personal, and compelling, narratives. Chris Blondell handles PR and is a placement coordinator for Majux, a digital marketing agency based in Philadelphia, and has been writing professionally for almost a decade. Thanks to a degree in screenwriting and playwriting, he says, “I have a pretty strong grasp on narrative structure.” Blondell has been most successful in drawing stories from interviewees by finding ways to get them excited about their work or messages. “In those enthusiastic moments, you’ll find genuine expressions you can capture and amplify in your narrative,” Blondell explains.

“The key to extracting compelling content during an interview is active listening combined with insightful questioning,” Calder says. “Start with open-ended questions to encourage a narrative, then drill down with specific questions to unearth the nuances and emotions of the story.” It’s important, she notes, “to always create a comfortable environment for the interviewee, showing genuine interest and empathy.” The most impactful details “often lie in the anecdotes and experiences shared spontaneously.”

Gen AI can be used to help writers with brainstorming and coming up with the basis of new ideas. It can be a game-changer in storytelling, Calder asserts. Gen AI “can assist in generating ideas, suggesting narrative structures, and even producing draft content. AI tools can analyze vast amounts of data to identify trending topics, predict audience preferences, and offer personalized content suggestions.” Despite the many benefits, though, she stresses that the human touch remains crucial in effective storytelling: “AI can set the stage, but the marketer must infuse the story with emotion, creativity, and relevance.” Dina Wasmer (co-founder, president, and CEO at Incite Creative, a marketing advisory firm based in Maryland), agrees on the importance of human oversight of AI: “With the onset of AI and tons of AI writing assistants, people are getting lazy, and those authentic stories are fewer and further between.” That opens up opportunities for skilled writers—and storytellers—who are willing to go beyond the basics. The following recommendations and best practices can help.

TIPS AND STRATEGIES FOR CREATING COMPELLING STORIES

For compelling storytelling, Pennypacker says, it’s essential to keep the audience in mind at all times. “Understanding their preferences, interests, and pain points can help us tailor our stories to resonate with them. Additionally, incorporating emotions, conflict, and resolution can make a story more engaging and memorable.” Calder agrees that effective storytelling starts with an understanding of the audience and their desires, fears, and motivations. Then, she advises, “use vivid, sensory language to create immersive experiences.” It’s important for stories to have a clear structure, Calder says, with “a beginning, middle, and end, with a central conflict or challenge that keeps the audience engaged.” When creating a story, don’t shy away from emotions. Emotions, she says, “are the heart of any great story.” Finally, Calder adds, “authenticity is non-negotiable—your story should be true to your brand and your values.”

Effective storytelling, Wasmer says, “involves digging below the surface and making connections to things, people, scenarios, events, places, etc., that are relatable to the target audience.” It also means using language that connects, she states, adding that this “could mean being grammatically incorrect or [using] slang, it could mean a use of humor and emotion, and [it] certainly means using the first person.”

HOW CONTENT MARKETERS CAN IMPROVE THEIR STORYTELLING ABILITIES

Content creators point to a number of resources that writers of all kinds can use to hone their storytelling capabilities. “Content marketers can improve their storytelling abilities through several methods, including by writing their own stories, by reading the work of great storytellers, and taking writing classes,” says Amanda McCrea, senior content coordinator at Online Optimism, a digital marketing agency with locations in New Orleans and Washington, D.C. “Writing your own personal stories can help you to practice creating conveying events in an efficient and compelling way.” McCrea adds, “the work of successful storytellers, whether fellow bloggers or authors of books, can serve as examples of storytelling to help you to improve your skills.” Writing classes are also widely available, with many online in a digital format. These, says McCrea, can be excellent tools for making your own storytelling more engaging and memorable.

Blondell recommends Story by Robert McKee, which, he says, offers “basic lessons on story structure.” In addition, Blondell suggests that writers become familiar with Greek tragedies and comedies, because “those stories are still used today as a framework to craft endless tales.” Writers should also seek out other writers, journalists, and storytellers of all types and get to know their work and study their styles. Most importantly, though, he stresses, “create, create, create as much as you can. You will only get better the more you produce.” Ultimately, says Wasmer, effective storytelling comes from experiences. “Go out into the world, meet people, play an active role in life, and consider keeping a journal to jot down ideas and information along the way that could come in handy,” she recommends. “Even taking pictures helps jog memories that you can come back to.”