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Storytelling Essentials: Building an Impactful Narrative.

Have you ever heard a funny story and tried to relay it back to a friend? Maybe you forgot details, or the timing was off. Maybe you had to circle back and provide context after the moment had passed. While you may have captured the bullet points, the nuance that left an impression on you was missing. This is a great example of how important storytelling is to messaging. 


When investing in video production for your organization, you’ll want to ensure your messaging is clear, impactful, and effective in achieving your goals. That all relies on great storytelling. 


So what makes a great story? 



First things first: you have to understand story structure. In the mid-1800s, a German novelist and playwright named Gustav Freytag developed a narrative pyramid that has remained the pinnacle of storytelling structure to this day. Freytag’s pyramid maps out a story in five defined parts. 


  1. Exposition: Introduces the characters and the setting; provides context for the rest of the story.

  2. Rising action: Establishes the conflict, which builds continuously until the climax.

  3. Climax: The emotional height of the story when the conflict reaches its peak; typically a turning point in the narrative. 

  4. Falling action: Explores the aftermath of the climax.

  5. Resolution: Ties up any loose ends in the plot. 


This information might seem familiar—you likely learned it in your high school language arts classes, and for good reason! It’s a solid foundation to build a story upon; working well for both fiction and nonfiction pieces. To get the most out of your messaging, though, you’ll have to expand upon that foundation. 


Consider your audience, emotional impact, call to action, and personality while writing to take your story from merely good to memorable and effective. 


Know your audience


It’s important to have a good handle on your audience’s demographics—after all, characteristics such as gender, location, and age can all affect the way viewers receive and interpret your message. Messaging that targets high schoolers in rural counties would sound very different than messaging to 60-year-olds conducting business in major cities. Consider the experiences of your audience and how that might color their view of your message. Think about how they might relate to the story and how it will make them feel. 


Don’t shy away from emotion


Taking the viewer on an emotional journey with you, instead of simply describing the outcome, helps the message resonate. It’s about showing instead of telling—another key lesson from school! Think back to the advertisements, videos, and movies that have had a lasting impact on you. It likely made you laugh, cry, or experience a strong emotion in another way. 


Don’t be afraid to be vulnerable. Working with a video production company that understands the role of empathy in content development can help ease your worries and ensure a smooth, comfortable experience. 


Make it actionable 


Giving your audience a way to participate in the story (for example, “Donate now,” “Visit our website,” “Sign up to volunteer”) should not be an afterthought. Knowing what action you want viewers to take is a necessary piece of the story as it informs the purpose of your video. The story itself and the way it is presented should compel the audience to fulfill your desired call to action, and that planning begins in preproduction. 


Be yourself


The storyteller's unique perspective is part of the narrative. It is often more impactful for an audience to hear the story straight from the source. We recommend fighting the urge to present a perfectly polished version of events and instead speak directly from the heart. Don’t be afraid to show your personality—that’s what makes the story yours in the first place! 


However, we understand that it can be intimidating to appear on camera telling a personal story. Remember to take time to prepare so you can feel cool, calm, and collected while filming. 


Don’t let your stories fall flat, even if it’s simply recalling a funny memory to friends. Following Freytag’s pyramid while considering your audience, emotional appeal, call-to-action, and your own personal touch will help you make an impression in your next storytelling journey! 

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