We learn by story. Marketing is most effectively done with stories. Stories form the basis of many of our life lessons and we all love a great story.

We all know a compelling story when we hear it but it’s more often a visceral reaction rather than a logical one. Some would even assert that a truly brilliant story in inexplicable, at least in part, because of the emotional appeal - basically, there’s no explaining why people feel what they feel. It’s rare that we break down the components of a story and analyze it.

Whereas I can acknowledge that not everything can be approached purely scientifically, as entrepreneurs, I feel we have to reach deeper than a mere dismissal of emotional appeals. It is worth our time to develop and communicate our personal and professional narrative. By understanding how people might respond to our story,  we come closer to reaching those people. And, depth and breadth of reach is imperative in our businesses and our lives.

Your personal and professional narrative will be used in all of your copy, on your website, in your advertising, in your networking presentations, in your speaking. It will reap rewards way beyond the time it  will take you to solidly develop it. It will be what people remember long after you have left them.

How do you develop an effective narrative? Here are some ideas to reflect on to get you there.

1.  You need to present a story that is truthful, heartfelt, and poetic.

Your story has to stand up to reality. Don’t lie and don’t fabricate. People will know it. If for some reason you are so “skillful” to tell a fabricated story and get by with it, when it does come out that you were being dishonest, the trust you garnered through your story will dissolve instantaneously.

On the flip side, being truthful doesn’t mean being pedestrian. Adding poetic flair, eloquence, metaphor, analogy, and archetypical symbolism to your real story creates a bridge between every day life and awe-inspiring impact. It’s not arrogant to couch your story in heroic terms. You are a hero, you are a leader, you are a pivotal figure, so own it and communicate it.

2.  Create a blend of logic and emotions in your story.

Facts don’t convince anyone. They are dry and boring and they remind everyone of school homework. But, some personalities need a certain level of facts to justify their emotional preferences. You need to include information, but only as they pertain to facilitating a decision. You want to inspire not profess.

On the flip side, completely eliminating facts won’t work either. Too much emotion feels manipulative. People don’t like to feel “played”. Effective appeals are transparent, they sneak up on you, they trigger feelings without your realizing it’s happening. They touch you instead of trick you. It’s a delicate balance but it’s one worth finding.

3. Tailor your story to your audience.

Children need to be told stories differently than college professors. The same idea can be communicated but it needs to have different vocabulary, different story landmarks, and even a different speed of presentation of ideas. You need to keep your audience in mind as you craft your narrative.

A reminder and word of caution - even if your audience is a highly educated, scientific sort, your goal is to touch the hearts, not just the minds. In the same way that babies and puppies captivate, so too certain stories touch us all, regardless of our education level. The Kid Done Good, the Underdog, the Hero, the Champion, the Epiphany, the Love Story, are story lines we all know. You might have to tell your story with a different use of analogies and a varying level of vocabulary, but these classic story lines appeal to all ages. Use them.

I found some great resources for you to enjoy about compelling storytelling. Enjoy!

• Telling Compelling Stories
• How To Tell A Great Story
• New Media Storytelling
• Using Storytelling in Design
• Using Storytelling for Make a Compelling Presentation
• This American Life, Ira Glass, on Storytelling and Compelling Content

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Together, we are stronger.
Vicki Flaugher, the original SmartWoman

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