The keys to good storytelling
Creating an effective narrative is important in all areas of communication, but for social or thematic communications, it is even more crucial to work hard to achieve “cut-through” communication.
To do so, the most effective tactics are to give an emotional aspect to your presentation, to focus on individuals or case studies, to pursue a narrative arc with challenges, risks, then resolution and, where appropriate, a certain level of humour.
The "Head-Heart-Hand" model
How can you base your communication on an effective narrative?
Using emotions and big ideas
Using emotions and big ideasTo structure your messages effectively, you can focus on your audience, thinking about their needs, desires, values and beliefs, following the “head, heart, hand” model, for example:
- Head: what do you want the public to think in response to your communications?
- Heart: how do you want them to feel emotionally when confronted with your message?
- Hand: what do you want it to do in response to your story? Is there a call to action?
Understanding your audience
Understanding your audienceDivide your audience into specific groups or sets of groups with a number of similar demographic factors, such as age:
- Break down your overall message into several messages tailored to each group;
- Be more specific to minimise obstacles to change for your segmented audiences;
- Choose the most appropriate means of communication for each segmented audience;
- Customise calls to action for each segment;
- Include social proof in your communications by using case studies, testimonials or identifying people who support you on your social networks.
