This article originally appeared on MMI Agency’s blog. Read more here.
In the ad world, it seems we are all about storytelling these days. Everyone is talking about it—and for good reasons. Stories are entertaining, engaging, and valuable. When told well, they create meaningful connections between brands and consumers that move consumers emotionally, and generate conversations that can boost a brand’s visibility, cache and credibility.
Brands do this all the time. Think about Dove’s stories about women discovering their true beauty, or Nike’s compelling narratives about driven athletes who wear its apparel. Chipotle hit a home run with its short film that told the story of a scarecrow as dedicated to healthy, fresh ingredients as the restaurant brand.
Good storytelling takes skill, no question. However, not everyone in our industry has an English degree, studied psychology, or has been the beneficiary (or victim) of a storytelling workshop. But you don’t need those—or a Pulitzer Prize in literature—to be a compelling storyteller (although, it wouldn’t hurt).
So how do we hone our storytelling craft? With training and practice. Before you start telling yourself, “not for me,” consider these four easy ways to become a better storyteller…