Source: Write to Done
As a writer, you want people to pay attention to what you have to say…
But with people processing over 100,000 digital words every day, you’ve got your work cut out.
With so much clutter and noise, how can you possibly stand out and get your words noticed?
Perhaps storytelling is the answer.
Stories light up our brain and fire neurons in the same way as an actual physical action would.
They arouse our emotions, stimulate learning, command attention and persuade action.
The makeup of a well-crafted story comes down to interesting characters, relatable plots, and most importantly, a feeling of vulnerability and connection.
So what about crafting a compelling story your audience will love?
I’ve created an easy to remember story structure for you to take away and apply, called the 5C’s of Storytelling. (Kudos to the likes of Nancy Duarte, Seth Godin and Peter Guber for their inspiration.)
Part one of this story structure is about creating an emotional connection with your audience.
We may think through things rationally, but we make decisions based on emotion.
Emotion trumps rationality when push comes to shove.
If you’re frightened, excited, hopeful, sad, it will take over your rational mind and influence you to make decisions that would not normally make sense.
If you don’t tap into your reader’s emotions—that layer below the surface—engagement is impossible.
That share, comment, opt-in or new customer becomes more distant than ever.
People are crying out for stories, human connection and a peek below the hood of your tough exterior.
Emotions help you build relationships with your audience. Relationships that last longer than the vanity-driven world of a Tweet or banner-ad click.
If you connect personally with your audience, the relationship is a lifelong journey. It’s a partnership. And quite often one that will be very fruitful for your goals.
If someone can crack a smile, shed a tear or throw their book/computer/kindle out the window—you’ve sparked an emotional reaction.
One of my favorite examples of evoking emotion through storytelling is Ken Robinson’s now famous TED talk on education. In this enthralling 19-minute presentation, Robinson connects immediately with the audience through humor.