Our ancestors used stories and symbols to share information.
Social Story happens today in Greenville, SC. Founded by Trey Pennington, the conference has a wonderful purpose, to help each of us connect with the story we have to tell.
As noted in their materials, we are reminded that the stories are what connect us.
Narrative hooks us. And when hooked, we demand, “tell us more.” It is human nature. The very best marketing is not forcing information on people but catching their interest, and allowing them to pull your information to them.
Telling your story is the way to gain attention, develop corporate identities, marketing and public relations materials. People have stories. Corporations and businesses do not. Stories are the way we transmit information from generation to generation. They predate language, they endure.
So, here are five tips to help you “get” to your story so you can “remember” and tell it in an authentic way:
- Trace your origins. Pull the thread back to the earliest glimmer of where and when you began to think of the nugget of an idea that brought you where you are today.
- Visualize where you were. In theater, it’s mise-en-scène. As you “see where you were”, what were the elements that “put you in that place?” What did they speak to you wordlessly that is important to understand?
- Feel the feelings. Communication is about emotion. Find the emotion just as a method actor finds their motivation for the scene.
- Select symbols. Symbols were the first form of written language. Symbols connect and communicate with us more powerfully than words. When you visualize the place and the ideas, find the one element that connects. As an example, for one client it was her faith and the Cross.
- Write it down. Without editing, censoring or deletion, write it down. Then go back and select the adjectives and nouns. These are your touchstones in telling your story.
When you’ve done these things, you have captured the essence of your story. Use them as the building blocks for your brand.
Then, check yourself. Want to know if it’s on target? Show and tell someone. Telling a story is the best way to see if it rings true. If your story is authentic, if your materials are well designed, you will see your listeners’ or viewers’ faces rapt with attention.
When you’ve achieved this, you’ve hit your source. This is the beginning. Now find natural ways to share the story. And your audience will respond.
Photo credit: flickr user jmarconi
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