No matter what business you’re in, it is integral to your success to be able to tell your brand’s story — and you don’t have to be a brilliant writer or a natural orator to do it. 

The average adult makes 35,000 decisions every day, and those choices are rarely based solely on objective facts. We’d like to think we as humans are rational beings, but we are emotional beings who then use data to justify our decisions. 

Stories appeal to those feelings. If you build an emotional connection, your message is more likely to be A) more memorable and B) more likely to prompt action.

Each brand has a unique story. Therefore, it has the potential to become your secret sauce. 

So, how do you take the raw ingredients of your experience and history and build that recipe? How do you become a passionate storyteller for your organization? Not everyone has a natural talent in this area, and that’s OK. Others just don’t have time to do this work. 

Thoma Thoma helps our clients find and tell their stories. We advise on high-level strategy and also provide ghostwriting, speech writing and speech coaching services.  

We dig into the details with you. However, if you’re looking for the bare basics, a good rule of thumb is to use Doug Stevenson’s Story Theater Method:

1. Set the scene.

This is the when and where of your story. The better you describe it, providing imagery and details, the more you bring the story to life. You can transport your audience and put them in your characters’ shoes.

2. Introduce the characters.

The human element is the most important part of your story. Who are your characters? Where do they come from, and how did it shape them? Remember the adage: “Show, don’t tell.” For example, instead of saying, “He worked as a gravedigger for 19 years.” You can describe it this way: “His hands were rough and calloused, his back seemed permanently bent from wielding a shovel, digging graves for the better part of two decades.” 

3. Begin the journey.

Every story needs action. This is where it starts.  

4. Encounter the obstacle.

All great stories are about transformation, and a problem or obstacle is often the impetus for that change.

5. Overcome the obstacle.

This is the part where your audience feels inspired. 

6. Make the point.

You weren’t telling your brand’s story in order to entertain, although your goal should be for your story to be entertaining. Now, you spell out the why for your audience. Why are you sharing this with them? What does it say about your business, its values and what you have to offer? Your audience will be more receptive to your messaging at this point, and now is the time to drive it home.

If you’re interested in hearing more about Thoma Thoma’s process to find and tell your story, contact Melissa Thoma at melissat@thomathoma.com

Author Jennifer Joyner

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