Why do people love storytelling

Skillfully telling stories - storytelling

Many talk about it, few apply it. But: when used skillfully, storytelling is a wonderful tool. But: what is a story and how do you develop it? Here you can find out what you need to know and get to know as a solo preneur and practical examples.

The often quoted “cinema in the head” is not created through a topic, but with the help of a story. Telling stories has a tradition that goes back thousands of years. The goals of the narrators were - and still are - essentially unchanged: the listener, viewer or reader should feel addressed and entertained on an emotional level, and in this way receive information or learn something. So storytelling is the perfect way to get other people remembered.

A subject is far from being a story.

When choosing the story, what is the purpose it is supposed to serve is crucial. From a business perspective, it's usually very simple: the story is supposed to support marketing and PR.

This works best with stories that touch people. They can be impressive, educational, funny or exciting - the main thing is: the company or the product plays a pleasant role.

Be positive in conversation: The self-employed and entrepreneurs in particular have great advantages here. You are inextricably linked to your business and can offer customers very personal stories.

But How does that work? This storytelling?

Let me briefly elaborate on this. During my internship at Norddeutscher Rundfunk, I had a very long seminar in which we young journalists were taught the television trade. The trainer was a. Gregor Alexander Heussenwhose knowledge and skills have accompanied me to this day.

The notorious (at least in public television circles) comes from him Narrative set. A few people have mastered it intuitively without ever having attended a Heussen seminar. For the majority of the rest is the narrative set the perfect tool for good storytelling.

Now the narrative sentence is too complex to just deal with it in a blog post. But I would like to filter out a few important tips or key points so that you get a good orientation when it comes to storytelling.

1. Your story must be structured logically and follow a simple structure: It needs an emotional starting point and a common thread.

2. Concentrate on the essentials.

3. Your story needs a main character (you can be yourself or a product) who is characterized by concise, typical characteristics. This main character must go through a traceable development (a kind of before / after)

4. Use metaphors / images / symbols.

5. Watch out for an arc of tension that clearly leads to your core message.

6. Since you certainly want to spread a positive message, the story needs some kind of happy ending, a punch line or a climax.

So much for theory. Need some practical examples? Storytelling is implemented almost perfectly by companies like Red Bull, Coca Cola or Hornbach. Learn from the great! The focus is on a (life) feeling that connects the viewer or reader with the company. This is exactly what the self-employed and small businesses can achieve. You don't need an elaborately produced video or a jump out of it all.

The “about me / us” page on the website and blog articles or podcast episodes or simple live videos are perfect places for your storytelling.

Are there turning points in your life, in your career? Did you have to fight for sth? How was your company founding? These are the hooks for classic storytelling. Address your target group on an emotional level and build a connection with them.

Are there any no-gos when it comes to storytelling?

In any case. If you are telling your story and have experienced real change, be careful not to clap yourself on the back and praise yourself all the time. Your story should be personable and human, not boastful.

Blasphemy and abuse of others is not so good either. Nasty stories are never told about customers, employees or cooperation partners. That puts you as a narrator in a very bad light. And last, not least: complaining is not an option.

Who do you tell your stories to?

Journalists love stories, so do customers and potential employees. So think carefully about which dialogue group you are telling which story and how. Founder stories are exciting for the press, customers also want to hear stories about your offer and for applicants it is important to take a look behind the scenes.

So: get down to work, find your story (s) and tell them! Or have you already published your story? Then link your storytelling example in the comments.