Good storytelling is like good design. When it’s done right, it looks effortless yet captivating to the audience — and people forget they’re on your ride.
How to use storytelling to engage customers, investors & recruits...
13. STORY ARCS
Small Town Hero (against all doubts, hits it big on the
internet)
For years, no one could solve my problem… (so I built
the solution myself)
Customer hero (if they did it, you can too)
I wasn’t always a ___ (humble beginnings)
14. 6 DOs and 1 DON’T
1. Chronology -- not needed
2. Make a word bank
3. SHOW with images
4. SHOW with multimedia
5. SHOW with social proof
6. DON’T LIE
7. If your story is boring...
Notas do Editor
Good storytelling shows rather than tells.
Good storytelling CARRIES people -- it doesn’t make them feel like they’re walking uphill.
Be honest -- Does reading your startup’s story make people feel like they’re walking uphill, or like they’re floating?
Startup storytelling is about the startup, and the founders.
But like all good marketing, it’s really about your customer and your audience.
Bertolt Brecht, early 20th century playwright and theater director that set the stage for modern and post-modern thought and literature…
Benefits not features
Good storytelling doesn’t always go in chronological order — or include all the details
The chronological / logistical details are only there to support they story; they are not the story. Chronology can give you a natural structure if you don’t have another story arc, but it’s not the only way.
Protips:
Make a Word Bank
Use the same words and story elements everywhere
Support or tell with images
Support or tell with multimedia
DON’T LIE
If your story is boring, tell your customers’ stories (Subway Jared — remember?)