Understanding the Art
Storytelling
Boye Daniel Esuga
Growth and Partnership Lead
BrandDrive

The old fashioned storytelling
The Holy Books (Bible and
Quran)
Ancient History and folklore
Science and Evolution
Ancient Art and Civilization

Stories Influence Our Way of Thinking
The day to day lives of people has been changed by stories heard
from others, books, movie and more.
The brain doesn’t just stop at capturing experiences, when
listening to impactful stories, our brains can actually cause
specifics thoughts, opinions, and ideas that align with the person
telling the story.
When we tell stories to others that have really influenced our way
of thinking, we can actually have the same effect on our audience,
as well.

What stories do you remember but cant
remember who, where or when they were
every told?
Do you believe them all?
Stories are meant to be believed and have an
atom of fact.
Else they are not complete stories.

Robb Walker - Journalist
“Is storytelling the greatest tool of all?”
● 200 Authors
● 200 stories

$0.99
Before Story

$22.95
After Story

After sale figures!!!
Question: “Is storytelling the greatest tool of all?”
● 200 Object (Average Spend $129)
● Amount Made: $8000

How is it possible to be so tricked
by a little story?

The Power of Emotion
Why do people like to listen to sad music?
They feel a sense of empathy to that and the music
makes them connect with it.
Maybe there's a time in their life when they felt a
certain way, and they want to feel that again.
Why do people cry at funerals?

The greatest investment is falling in Love
You dream, wish, talk to yourself, whine, cry but it is
all an emotion.
After months later
(if the relationship ends)
The a voice tells you
“What went over you”.

The Angels Cocktail

What happens when you hear stories?
Focus, Motivation, Better memory

A short story of loving Queen

That is how Zee world got its over
63,400,000 active subscribers

● Build Suspense
● Create a Cliffhanger: a situation or part that is
very exciting or frightening because you are left
for a long time not knowing what will happen.

What happens when you hear stories?
Generosity, Trust and Bond

What happens when you hear stories?
Trust and Bond

The Devils Cocktail
Why do people watch horror
movies?

Stories can do many things;
The brains of the storyteller and the story listener
can actually synchronize, says Princeton's Uri
Hasson:
“By simply telling a story, [a person] could plant
ideas, thoughts and emotions into the listeners’
brains.”

How do you want to tell your
story?

Have you heard this story?

Steps on building a story
Step 1: Define you core message
Step 2: Decide the type of story you telling
- Can be motivational,
- About yourself,
- Someone’s story (Testimonial)
Step 3: Establish your call to action

Simple storytelling
Ever heard of the corporate adage —
“Three things that xxxxx”.
Most stories are focused on three things that matter —
1. A relatable story,
1. Narrative based on timeline,
2. Message to end with that also looks back to the story .
There are tons of tactical stuff (editing, mixing, framing, scenes) in there but
that will add detail which would derail this post.

Bonus Tips
Tip 1: Create a character and a setting
Tip 2: The Beginning (create suspense) - Once Upon a time
Tip 3: The Conflict
Tip 4: The Turning Point
Tip 5: The Resolution
Tip 6: The End (grab an emotion that leads to the CTA)

4 Secrets to brilliant storytelling
● Set the stage
● Be very specific in your message (create
dialogues)
● Create a moral in the story
● Lead them to the end goal

Know your Audience
People are attracted to a genuine story even if it is
based on a fictional entity.
That is why we watch fast and furious!!!
A good story is one that gets the audience engaged
and often ask more questions

The place for Research
The single most important part of your story has
nothing to do with the story itself, but the audience
you’re telling it to. You can have a great, well-
crafted story, but if it doesn’t line up with your
audience, it won’t mean a thing for your
conversions.

Understanding Style and Approach
Who defines the approach to the conversation?
What if the story is a bad one?
“ Brands tell an awesome lie and call it stories”
Example:
So when I'm talking to somebody that is very numbers oriented, I'll go right to
numbers. I'll tell a story about numbers.

Know the difference between having a quiet
audience that is engaged from a communicative
one.
Response is not always not always show in words
but reading the room goes a long way.
Everyone hates when anyone chats during a
conversation

Understanding Style and Approach
You are a plug-in, so to speak, and to help the client, staff or user
understand the vision, that is your core responsibility.
And if you were to think about the many ways you could play a scene,
you could play exactly what the music should be in a scene or you
could play completely against it.
So you could do something happy when something actually looks
gruesome.
You could do something childlike when there's an old man in the
scene.

Tips
● Tell a short version of your story
● Get their interest and get a conversation going
● Once they start talking then you know what path
to take
● Create a relationship

Baby Shark
Average watch time per video 5.6 Million

Stories and Connections
The story that can somehow connect with the heart in a
place where I want to go because my heart is leading my
mind.
Authentic stories is a big one.
And the authenticity of that for is when the storyteller
allows some vulnerability of their own life into the story.
If the listener or reader cannot relate then you might lose
them midway.

Storytelling and Social Proof
“If your friends jumped off a bridge would you do it too?”
Not the first time you’ve heard that right? As cliché and
redundant
is it sounds now, our parents were trying to protect us from
something that will affect you our entire lives: social proof.

The end of the story should always have an open end
as a hook.
That is the open void people remember because that is
where the relate with the characters, scenes or put
themselves in the shoes of the story teller.

The 21st century human is crazy,
lazy and busy.
Hence the need for awesome
stories to be told

Write your story and
let it count.

Thank You