March 15, 2021
The emotions we feel connect us with the stories we tell each other. Storytelling gives us the power to evoke strong feelings that draw us in and compel us to take action or change our perspectives. Artificial intelligence may be advancing, but there is no replacement for our human need to connect. Here are a few tips on crafting emotional stories worth telling.
Seek to inspire, not sell.
In the early days of public relations, telling stories via press releases and news articles was a matter of getting the facts out. Now, thanks to social media, we can share stories directly with our audiences in a much more personal, tailored manner. People are fascinated by stories that reflect their own life experiences. If people feel moved by your content, they are more likely to share and engage with it.
However, storytelling is not simply sharing data, opinions, and facts, nor is it posting content on social media just for the sake of posting.
Instead, storytelling is transferring information through character, plot, and conclusion using emotion. When told well, stories trigger positive feelings that motivate people to take action.
As you guide yourself through the process of telling your story, ask yourself the following questions:
Rather than reciting cold hard information to your audience, consider adjusting your strategy to include Maslow's Hierarchy of Needs. Because we tend to make decisions based on emotion, not logic, tapping into these needs is key. Your brand's message will be more practical and memorable if it resonates with people's fundamental needs such as safety, belonging, and self-esteem.
A great story gives us a reason to communicate and engage. Enhance your stories by focusing on empathy, and you'll be sure to win the hearts of your audience.