A Great Story Creates Engagement
Stories are
More Effective
22% more effective than non-story forms of communication.
This was cited by Forbes Magazine. We’re not sure how this was measured, but there is something very special about storytelling.
It’s one of the oldest forms of communication. It’s been around since cavemen drew images on cave walls. Storytelling has endured through books, movies, and television.
Today, businesses can use storytelling techniques to build connections with customers and prospects. And those connections will build loyalty and drive sales.
Great Stories Follow a Pattern
Many effective stories follow the same arc. They start by establishing characters and settings, then introduce tension before a climax. The climax usually occurs in the middle of the story, and the resolution follows. The story ends with a new normal.
In classical storytelling, the story is used to teach a lesson. Many stories start by scaring you–the big bad wolf will blow your house down! The tension created results in the release of cortisol, the fight-or-flight hormone. The story often has a happy ending, which results in the release of oxytocin. Oxytocin makes you feel warm and fuzzy and triggers bonding cues that make you feel connected to your fellow humans. It’s that human connection that makes us want to watch the same story over and over again!
Every Great Story has Merit
M
Memorable
Images and metaphors make the reader quickly associate it with the story. In this case, readers will remember the wolf image.
E
Emotional
The story must stir recognizable emotions in the reader. In this case, the emotions of fear, empathy, and anger stir in the reader.
R
Relatable
Readers must relate to the story on a personal level. In this case, some of the readers can relate to bullying while others relate to mentoring.
I
Immersive
Great stories pull their readers in with vivid descriptions that paint the scene in the minds of the readers, often in the first paragraph.
T
Tangible
A story must be told on a human scale. Here, the message of control, based on action, is tangible when told by the grandfather.
Every Great Story has Merit
Memorable
Images and metaphors make the reader quickly associate it with the story. In this case, readers will remember the wolf image.
Emotional
The story must stir recognizable emotions in the reader. In this case, the emotions of fear, empathy, and anger stir in the reader.
Relatable
Readers must relate to the story on a personal level. In this case, some of the readers can relate to bullying while others relate to mentoring.
Immersive
Great stories pull their readers in with vivid descriptions that paint the scene in the minds of the readers, often in the first paragraph.
Tangible
A story must be told on a human scale. Here, the message of control, based on action, is tangible when told by the grandfather.
A Very Short Story
On a wintry afternoon, an elderly man was at home sweeping ashes from his fireplace. He heard footsteps outside and recognized them as being from his grandson. But something was different. The steps were a little faster than normal and the man knew something was wrong. The boy pushed open the door and flooded into the room. He was upset, breathing hard, his clothes were torn, and on his face was a mixture of blood and mud.
Are you okay?” asked the grandfather. “what happened to you?”
The boy caught his breath and told him two bullies stopped him after school. They beat him up and pushed his face in the mud. “I need your help.”
The grandfather turned to the boy and said, “I can help you. What do you need?” The boy replied, “I need to know how to repay them for what they did to me. I need to know how to get revenge.”
The grandfather looked at that boy and told him, “There are two wolves that live inside of me. Once is a good wolf. He is kind, forgiving, and generous. The other is an evil wolf. He is mean, vengeful, and destructive. Every day they fight to see which one is stronger and in control.” The boy looked at his grandfather and asked, “Which one wins?”
The old man replied, “The one I feed.”
Author Unknown
In the above story, each element of MERIT can be found, making it a very effective story, and proving that a story doesn’t have to be long or complex to deliver a great storytelling experience.
SKWebsite Works Will Tell Your Story
SK Website Works tells the story of your hero’s journey in authentic ways that resonate with readers and create connection. We use proven techniques practiced over centuries and adapted for today’s platforms. We will tell your story and make it stick. Whether we tell the story of your personal or corporate brand, we captivate readers, spark curiosity, and inspire action. To learn about the writing offered by SK Website Works, please visit our Writing Services page.