10 tips for successful storytelling

A really good story goes beyond the goal of pure entertainment: It remains in the memory and manages to inspire its listeners to become their own storytellers. But how can companies use the gift of storytelling for themselves?


Stories engage the listener – let him or her think along and experience personally. In this sense, innovative marketing relies on storytelling along with strong images. But a story does not write itself. The following 10 tips should be followed by companies in storytelling.


1. In the beginning there is the big question: Why?
Companies and brands are full of stories. What is the history? Is it the targeted sale of a product, should a particular product segment be brought to the fore, or should a new target group be tapped with the branding effect? The motivation should be clearly defined at the beginning.


2. Desires
Hundreds of stories patter daily on every single person – whether in advertising, in the movies or just during lunch break. How do you tell a story in such a way that it stands out from the others? In a good story, we relate to the protagonists, so how we do it for ourselves?


3. Always think of the listener – it works, i just personally wouldn’t use it
Even the most exciting story fizzles if it does not reach the recipients in a relevant manner. The success of a conveyed message depends on the selection of the right addressee. What kind of lifestyle does my audience have? Which topics are interesting for the target group or a specific milieu?


4. Use the intelligence of the audience
Even those who sell products to the general public should opt for intelligent advertising. Man is a rational being and as such understands subtly conveyed messages. Companies that have the courage to challenge their audience are more likeable.


5. Whether funny, exciting or emotional – originality counts
Whatever is to be told: It is important to go new, original ways. Better to go around the corner one more time and find the right shoot.


6. Use the dramaturgical opportunities
Whether it’s a commercial, a print ad, a flyer or another a social media campaign: the classic dramaturgical rules for creating attention exist on all levels. Action courses are primal types. By and large, it’s about a hero, a conflict and its solution. What kind of story fits the company? The love story? A comedy? The hero epic? Even the shortest story should show a level of tension.


7. Of heroes and discoverers
Typical characters (for example heroes) help to embolden and strengthen the brand. The basic types offer a timeless surface for emotional and personal identification.


8. Coming to a point
With all attention to detail, the story should always be flush. A good story can be summarized in two sentences, this increases the recognition value.


9. First the idea, then the dissemination
A good idea makes its way almost by itself. Before you consider its optimal communication channels, the story should be thought through. Every story has its media.


10. Cross-media storytelling
YouTube, Instagram, Out of Home: Even if you do not need every channel for every story, companies should not give up the possibilities of cross-media storytelling. Anyone who transmits their story via several suitable channels also achieves multiple awards. In addition to television, print and digital media, classic advertising media also contribute to successful storytelling. By using posters, flyers or brochures, companies can add a special touch to their story and round off any campaign with convincing copy media.