You have their attention. Now, make them care.
Facts tell us what. Stories tell us why they matter. As writers, we know that simple, everyday language will do wonders to help your audience understand. But even when your message is clear, persuading people to align with a way of thinking or do something new can be challenging.
Let’s say you want to explain the importance of being a pension plan member.
Example one:
“If you contribute 4% of your salary, Company ABC will match your contribution. As your contributions and investment earnings grow, so does your pension, which helps provide a steady source of income in retirement.”
Easy enough, right? But what if it still doesn’t convince the audience of the value of being a pension plan member, or why it’s important to make contributions? You can elevate those facts with a little emotion.
Here’s how:
“John is turning 64 next week, and he’s almost ready to retire. When he first joined Company ABC’s pension plan, he didn’t understand why it was important to contribute part of his salary and get the company’s 4% match.
Now, 25 years later, John understands why. Those monthly contributions added up, putting him on track for a pension of $40,000 per year… on top of government programs and personal savings. That means he can enjoy the retirement he’s always dreamed of – travelling, volunteering, and spending time with family.”
The facts are the same, but the context helps create understanding and connection.
Storytelling makes your facts both compelling and memorable
We hear stories every day, whether it’s at the dinner table, on social media, or even ads on TV or YouTube. Stories teach us, entertain us, and help us connect with others.
Stories also typically demonstrate why we should care about something. Our second example does this by:
- Putting the audience in John’s shoes
- Showing what the facts mean in real life, and
- Making a complex topic feel relatable
Facts are important and tell readers what. But context reveals the bigger picture.
Go ahead, get a little emotional. The best stories are often the ones that evoke a strong emotional response – make us a little weepy, laugh out loud, or yes, even make us angry. They’re the ones we remember.
Tips for effective storytelling
- Make your audience feel something: Do you want them to feel inspired? Concerned? A bit of both? Bring emotions to life through your character’s thoughts and needs. Show how the character feels at the beginning and what changes at the end.
- Deliver a takeaway: What should your audience think about or do differently? Show how your character overcame a challenge and how the audience can apply that lesson. In John’s case, he once questioned whether it would be worth it to make pension contributions. Now, he can see that they helped prepare him for retirement.
- Keep it simple: Remember, people tend to skim. Jargon, long sentences, and too many details can quickly lose your audience. (Curious about Skimming Culture? You can learn how to work with it here).
- Get creative: Good design and visuals can also resonate with your readers and evoke emotion. Consider using video, images, or infographics to help illustrate your story, complementing your words on the page.
Need help telling your story?
Whether you’re looking for strategic advice or end-to-end support, we can help enhance your communications, add creativity, and make your message resonate.
Visit our Communication Consulting page for more details.