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“There are stories and then there are Stories with a capital S – the really good ones. For brands, it is essential to decide upfront what they want their audience to remember. It’s not about what you want to say, it is about what you want your audience to remember. To make sure they not only remember, but remember the right things, there are a couple points to keep in mind.” Maarten Schäfer
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The criteria for a good story – by Maarten Schäfer “There are stories and then there are Stories with a capital S – the really good ones. For
brands, it is essential to decide upfront what they want their audience to remember. It’s not
about what you want to say, it is about what you want your audience to remember. To make
sure they not only remember, but remember the right things, there are a couple points to
keep in mind.”
Elements of a Good Story:
The Wow Factor
The first and perhaps most important element of a good story is the Wow Factor. You have
to catch your audience’s attention. The content, context or tone and way you tell the story
have to make people go “Wow”.
Stickiness
The second crucial element is stickiness. Tell the story in such a way that people can easily
remember it. Don’t use too many complicated words, don’t give too much information.
Make your audience curious to learn more. Make sure your story sticks. Let them repeat
your story to their peers.
Make it Personal
Don’t ever tell a story about “our company” or “the brand”, but make it personal. The story’s
content also has to be personal. You can’t talk about the founder of the company and all the
things he did without playing a part in this story yourself. Somehow the story has to be
about you, in relation to the company.
Keep it Authentic
The story has to be true. You can’t make it up. Of course you can add elements to the story
to make it more interesting for people to listen to and easier to remember, but it has to be
true.
Target the audience
Adjust your story according to the audience. If you are talking to students about a brand that
is targeted at mothers for example, don’t expect them to feel the same way a mother would.
So appeal to other emotions.
Maarten Schäfer
Author -‐ Photographer -‐ Storyteller
Founder CoolBrands and CBNWS
Author ‘Around the World in 80 Brands’ -‐ ‘CoolBrands the Guru book’
‘Storytelling Expedition into Brazil Food’
‘Storytelling Expedition into the Middle East and Africa